Debenhams’ E-Commerce UX
This is a case study of Debenhams’ e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 808 design elements. 176 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.
Debenhams’ overall e-commerce UX performance is mediocre. Debenhams’ UX performance in particular suffers from usability issues caused by poor Product Page, poor Product Lists & Filtering, and mediocre Mobile Web.
First benchmarked in May 2017, and reviewed 15 times since then, most recently December 2021.
Overall UX Performance
837 Guidelines · Performance:
Desktop Web
484 Guidelines · Performance:
Homepage & Category
59 Guidelines · Performance:
Homepage
15 Guidelines · Performance:
Category Taxonomy
13 Guidelines · Performance:
Main Navigation
16 Guidelines · Performance:
Intermediary Category Pages
6 Guidelines · Performance:
Site-Wide Layout
9 Guidelines · Performance:
On-Site Search
47 Guidelines · Performance:
Search Query Types
9 Guidelines · Performance:
Search Form & Logic
10 Guidelines · Performance:
Search Autocomplete
8 Guidelines · Performance:
Results Logic & Guidance
8 Guidelines · Performance:
Results Layout & Filtering
12 Guidelines · Performance:
Product Lists & Filtering
87 Guidelines · Performance:
Product Lists: Layout & Loading
14 Guidelines · Performance:
List Layout
8 Guidelines · Performance:
Loading Products
6 Guidelines · Performance:
List Items: Product Info & Thumbnails
18 Guidelines · Performance:
List Items: Product Info
9 Guidelines · Performance:
List Items: Product Thumbnails
9 Guidelines · Performance:
List Items: Interface & Hit Areas
12 Guidelines · Performance:
Filtering: Available Filters
11 Guidelines · Performance:
Filtering: Scope & Logic
11 Guidelines · Performance:
Filtering: Interface & Layout
11 Guidelines · Performance:
Sorting
10 Guidelines · Performance:
Product Page
96 Guidelines · Performance:
Product Page Layout
11 Guidelines · Performance:
Product Images
11 Guidelines · Performance:
Image Gallery UI
12 Guidelines · Performance:
Price, Purchase & Delivery
16 Guidelines · Performance:
The 'Buy' Section
9 Guidelines · Performance:
Shipping, Returns, and Gifting
7 Guidelines · Performance:
Product Variations
9 Guidelines · Performance:
Product Descriptions & Spec Sheet
15 Guidelines · Performance:
Product Descriptions
10 Guidelines · Performance:
Specifications Sheet
5 Guidelines · Performance:
User Reviews
13 Guidelines · Performance:
Cross-Sells & Cross-Navigation
9 Guidelines · Performance:
Cart & Checkout
130 Guidelines · Performance:
Shopping Cart & "Added to Cart" Behavior
10 Guidelines · Performance:
Account Selection & Creation
9 Guidelines · Performance:
Customer & Address Information
12 Guidelines · Performance:
Gifting Flow & Features
5 Guidelines · Performance:
Shipping & Store Pickup
11 Guidelines · Performance:
Payment Flow & Methods (Incl. Third-Party)
8 Guidelines · Performance:
Credit Card Form
10 Guidelines · Performance:
Order Review & Confirmation
9 Guidelines · Performance:
Order Review
5 Guidelines · Performance:
Order Confirmation & E-Mail
4 Guidelines · Performance:
Layout & Flow
23 Guidelines · Performance:
Form & Page Design
10 Guidelines · Performance:
User Interactions & Distractions
9 Guidelines · Performance:
Cross-Sells
4 Guidelines · Performance:
Validation Errors & Data Persistence
10 Guidelines · Performance:
Form Fields
23 Guidelines · Performance:
Field Labels & Microcopy
7 Guidelines · Performance:
Field Design & Features
8 Guidelines · Performance:
Default Values & Autocompletion
8 Guidelines · Performance:
Customer Accounts
40 Guidelines · Performance:
Account Drop-Down
7 Guidelines · Performance:
Account Dashboard
6 Guidelines · Performance:
Account Sign In
6 Guidelines · Performance:
'Your Account': Addresses, Payments, & Newsletters
13 Guidelines · Performance:
Account-Wide Navigation, Structure, & Information
8 Guidelines · Performance:
Order Tracking & Returns
25 Guidelines · Performance:
Place Order & Order Cancellation
5 Guidelines · Performance:
Order Tracking
9 Guidelines · Performance:
Order Returns
11 Guidelines · Performance:
Mobile Web
353 Guidelines · Performance:
Homepage & Category Navigation
32 Guidelines · Performance:
Homepage
11 Guidelines · Performance:
Category Taxonomy
10 Guidelines · Performance:
Main Navigation
6 Guidelines · Performance:
Intermediary Category Pages
5 Guidelines · Performance:
On-Site Search
38 Guidelines · Performance:
Search Query Types
9 Guidelines · Performance:
Search Form & Logic
9 Guidelines · Performance:
Search Autocomplete
7 Guidelines · Performance:
Results Logic & Guidance
7 Guidelines · Performance:
Results Layout & Filtering
6 Guidelines · Performance:
Product Lists & Filtering
60 Guidelines · Performance:
List Layout
8 Guidelines · Performance:
Loading Products
3 Guidelines · Performance:
List Items: Product Info & Thumbnails
16 Guidelines · Performance:
List Items: Interface & Hit Areas
10 Guidelines · Performance:
Filtering: Available Filters
9 Guidelines · Performance:
Filtering: Scope & Logic
5 Guidelines · Performance:
Filtering: Interface & Layout
6 Guidelines · Performance:
Sorting
3 Guidelines · Performance:
Product Page
93 Guidelines · Performance:
Product Page Layout
5 Guidelines · Performance:
Product Images
9 Guidelines · Performance:
Image Gallery UI
6 Guidelines · Performance:
Product Videos & 360-Views
4 Guidelines · Performance:
The "Buy" Section
9 Guidelines · Performance:
Shipping, Returns, and Gifting
8 Guidelines · Performance:
Product Variations
9 Guidelines · Performance:
Product Descriptions
7 Guidelines · Performance:
Specifications Sheet
5 Guidelines · Performance:
User Reviews
18 Guidelines · Performance:
Auxiliary Content
4 Guidelines · Performance:
Cross-Sells & Cross-Navigation
9 Guidelines · Performance:
Cart & Checkout
107 Guidelines · Performance:
Checkout Layout & Design
4 Guidelines · Performance:
Shopping Cart & “Added to Cart” Behavior
8 Guidelines · Performance:
Account Selection & Creation
9 Guidelines · Performance:
Customer & Address Information
10 Guidelines · Performance:
Gifting Flow & Features
5 Guidelines · Performance:
Shipping & Store Pickup
9 Guidelines · Performance:
Payment Flow & Methods (Incl. Third-Party)
5 Guidelines · Performance:
Credit Card Form
8 Guidelines · Performance:
Order Review
5 Guidelines · Performance:
Order Confirmation & E-Mail
4 Guidelines · Performance:
User Interactions & Distractions
4 Guidelines · Performance:
Cross-Sells
3 Guidelines · Performance:
Validation Errors & Data Persistence
10 Guidelines · Performance:
Field Labels & Microcopy
6 Guidelines · Performance:
Field Design & Input Optimization
17 Guidelines · Performance:
Site-Wide Design & Interaction
23 Guidelines · Performance:
Site-Wide Features & Navigation
14 Guidelines · Performance:
Touch Interfaces
9 Guidelines · Performance:
To learn how we calculate our performance scores and read up on our evaluation criteria and scoring algorithm head over to our Methodology page.
The scatterplot you see above is the free version we make public to all our users. If you wish to dive deeper and learn about each guideline and even review your own site you’ll need to get premium access.
Debenhams’ Desktop Web E-Commerce Design
21 pages of Debenhams’ e-commerce site, marked up with 269 best practice examples:
Debenhams’ Mobile Web E-Commerce Design
16 pages of Debenhams’ e-commerce site, marked up with 229 best practice examples:
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