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Diapers.com’s E-Commerce UX
This is a case study of Diapers.com’s e-commerce user experience (UX) performance. It’s based on a full-performance review of more than 550 design elements. 59 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape
Diapers.com’s Product Lists & Filtering performance is acceptable. Notably, Diapers.com’s product list performance is hampered by mediocre List Items: Personalization and Sorting, although this is helped somewhat by good Filtering: Available Filters and Comparison Tool.
Diapers.com’s Cart & Checkout performance is poor. Diapers.com’s checkout in particular suffers from usability issues caused by poor Flow, poor Layout, and broken Focus. That said, their checkout performs great within Navigation.
Diapers.com’s Mobile E-Commerce performance is poor. Diapers’ mobile design is particularly thwarted by usability issues related to mediocre Mobile Product Page Layouts, poor Mobile Shopping Cart, Cost & Account, and poor Mobile Filtering & Sorting. That said, their mobile design performs well within Mobile Product Lists.
Poor
Acceptable
Good
Product Lists & Filtering: 94 guidelines · Score: 436.8
List Layout: 7 guidelines · Score: 86.3
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Guideline #541 Not Applicable · Score: 0.0
Guideline #533 Adhered High · Score: 32.4
Guideline #531 Adhered High · Score: 27.0
Guideline #537 Adhered High · Score: 27.0
Guideline #535 Not Applicable · Score: 0.0
Guideline #536 Not Applicable · Score: 0.0
Guideline #862 Not Applicable · Score: 0.0
Loading Products: 5 guidelines · Score: -64.7
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Guideline #501 Violated High · Score: -32.4
Guideline #502 Violated Low · Score: -16.2
Guideline #503 Violated High · Score: -16.2
Guideline #504 Neutral · Score: 0.0
Guideline #505 Not Applicable · Score: 0.0
List Items: Product Info & Thumbnails: 16 guidelines · Score: 161.8
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Guideline #440 Adhered Low · Score: 21.6
Guideline #421 Not Applicable · Score: 0.0
Guideline #443 Adhered High · Score: 37.7
Guideline #446 Violated High · Score: -32.4
Guideline #422 Adhered High · Score: 32.4
Guideline #441 Adhered High · Score: 27.0
Guideline #447 Adhered Low · Score: 8.1
Guideline #444 Not Applicable · Score: 0.0
Guideline #455 Adhered High · Score: 37.7
Guideline #445 Adhered High · Score: 37.7
Guideline #457 Adhered High · Score: 27.0
Guideline #463 Not Applicable · Score: 0.0
Guideline #456 Violated Low · Score: -13.5
Guideline #458 Not Applicable · Score: 0.0
Guideline #459 Violated High · Score: -21.6
Guideline #462 Not Applicable · Score: 0.0
List Items: Interface & Hit Areas: 10 guidelines · Score: 21.6
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Guideline #448 Adhered High · Score: 37.7
Guideline #528 Not Applicable · Score: 0.0
Guideline #452 Adhered High · Score: 27.0
Guideline #450 Violated Low · Score: -13.5
Guideline #449 Adhered High · Score: 27.0
Guideline #525 Violated Low · Score: -13.5
Guideline #527 Violated High · Score: -27.0
Guideline #529 Violated High · Score: -32.4
Guideline #530 Adhered High · Score: 16.2
Guideline #526 Not Applicable · Score: 0.0
List Items: Personalization: 5 guidelines · Score: -21.6
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Guideline #480 Not Applicable · Score: 0.0
Guideline #482 Not Applicable · Score: 0.0
Guideline #483 Not Applicable · Score: 0.0
Guideline #485 Not Applicable · Score: 0.0
Guideline #484 Violated High · Score: -21.6
Filtering: Available Filters: 10 guidelines · Score: 159.1
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Guideline #409 Adhered High · Score: 43.1
Guideline #413 Adhered High · Score: 37.7
Guideline #418 Violated High · Score: -37.7
Guideline #408 Adhered Low · Score: 18.9
Guideline #417 Issue Resolved · Score: 37.7
Guideline #540 Not Applicable · Score: 0.0
Guideline #410 Adhered High · Score: 32.4
Guideline #414 Adhered High · Score: 27.0
Guideline #416 Violated High · Score: -27.0
Guideline #415 Adhered High · Score: 27.0
Filtering: Scope & Logic: 14 guidelines · Score: 102.5
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Guideline #424 Adhered High · Score: 37.7
Guideline #427 Adhered High · Score: 37.7
Guideline #433 Violated High · Score: -37.7
Guideline #423 Not Applicable · Score: 0.0
Guideline #430 Violated High · Score: -32.4
Guideline #428 Adhered High · Score: 21.6
Guideline #432 Not Applicable · Score: 0.0
Guideline #429 Adhered High · Score: 10.8
Guideline #436 Adhered High · Score: 10.8
Guideline #439 Not Applicable · Score: 0.0
Guideline #488 Adhered High · Score: 27.0
Guideline #492 Adhered High · Score: 27.0
Guideline #493 Adhered High · Score: 27.0
Guideline #486 Violated High · Score: -27.0
Filtering: Interface & Layout: 11 guidelines · Score: -51.2
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Guideline #468 Not Applicable · Score: 0.0
Guideline #474 Not Applicable · Score: 0.0
Guideline #470 Violated High · Score: -37.7
Guideline #464 Violated Low · Score: -13.5
Guideline #467 Adhered High · Score: 27.0
Guideline #475 Violated High · Score: -27.0
Guideline #479 Violated High · Score: -27.0
Guideline #476 Not Applicable · Score: 0.0
Guideline #465 Issue Resolved · Score: 27.0
Guideline #471 Not Applicable · Score: 0.0
Guideline #472 Not Applicable · Score: 0.0
Sorting: 11 guidelines · Score: 5.4
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Guideline #510 Adhered High · Score: 43.1
Guideline #511 Violated High · Score: -37.7
Guideline #539 Violated High · Score: -21.6
Guideline #514 Adhered High · Score: 27.0
Guideline #513 Adhered High · Score: 27.0
Guideline #509 Violated High · Score: -27.0
Guideline #521 Adhered High · Score: 27.0
Guideline #517 Violated High · Score: -21.6
Guideline #515 Not Applicable · Score: 0.0
Guideline #516 Not Applicable · Score: 0.0
Guideline #523 Violated High · Score: -10.8
Comparison Tool: 5 guidelines · Score: 37.7
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Guideline #495 Issue Resolved · Score: 37.7
Guideline #496 Not Applicable · Score: 0.0
Guideline #497 Not Applicable · Score: 0.0
Guideline #499 Not Applicable · Score: 0.0
Guideline #498 Not Applicable · Score: 0.0
Cart & Checkout: 63 guidelines · Score: 148.5
Data Input: 15 guidelines · Score: -121.8
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Guideline #1 Violated High · Score: -60.9
Guideline #2 Violated High · Score: -45.7
Guideline #3 Neutral · Score: 0.0
Guideline #4 Adhered Low · Score: 22.8
Guideline #5 Adhered Low · Score: 15.2
Guideline #6 Violated High · Score: -30.5
Guideline #7 Violated High · Score: -15.2
Guideline #8 Violated High · Score: -22.8
Guideline #9 Violated High · Score: -22.8
Guideline #10 Issue Resolved · Score: 22.8
Guideline #11 Violated High · Score: -15.2
Guideline #12 Adhered High · Score: 15.2
Guideline #13 Not Applicable · Score: 0.0
Guideline #14 Adhered Low · Score: 7.6
Guideline #15 Adhered Low · Score: 7.6
Copywriting: 8 guidelines · Score: 133.2
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Guideline #16 Adhered Low · Score: 30.5
Guideline #17 Adhered High · Score: 45.7
Guideline #18 Issue Resolved · Score: 45.7
Guideline #19 Adhered High · Score: 38.1
Guideline #20 Adhered Low · Score: 19.0
Guideline #21 Violated Low · Score: -15.2
Guideline #22 Violated High · Score: -15.2
Guideline #23 Violated High · Score: -15.2
Layout: 15 guidelines · Score: 22.8
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Guideline #24 Adhered Low · Score: 26.6
Guideline #25 Not Applicable · Score: 0.0
Guideline #26 Violated Low · Score: -26.6
Guideline #27 Violated High · Score: -38.1
Guideline #29 Violated Low · Score: -19.0
Guideline #30 Issue Resolved · Score: 38.1
Guideline #31 Violated High · Score: -45.7
Guideline #32 Adhered High · Score: 22.8
Guideline #33 Adhered High · Score: 22.8
Guideline #34 Adhered Low · Score: 11.4
Guideline #35 Violated High · Score: -22.8
Guideline #36 Adhered Low · Score: 7.6
Guideline #37 Adhered High · Score: 15.2
Guideline #38 Issue Resolved · Score: 15.2
Guideline #39 Adhered High · Score: 15.2
Navigation: 8 guidelines · Score: 198.0
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Guideline #40 Adhered High · Score: 45.7
Guideline #41 Adhered High · Score: 45.7
Guideline #42 Issue Resolved · Score: 45.7
Guideline #43 Adhered High · Score: 38.1
Guideline #44 Neutral · Score: 0.0
Guideline #45 Adhered High · Score: 30.5
Guideline #46 Violated High · Score: -22.8
Guideline #47 Adhered High · Score: 15.2
Flow: 7 guidelines · Score: 7.6
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Guideline #48 Adhered High · Score: 53.3
Guideline #49 Neutral · Score: 0.0
Guideline #50 Violated High · Score: -53.3
Guideline #51 Violated High · Score: -38.1
Guideline #52 Adhered Low · Score: 15.2
Guideline #53 Not Applicable · Score: 0.0
Guideline #54 Adhered High · Score: 30.5
Focus: 10 guidelines · Score: -91.4
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Guideline #55 Violated High · Score: -60.9
Guideline #56 Violated High · Score: -60.9
Guideline #57 Violated High · Score: -38.1
Guideline #58 Not Applicable · Score: 0.0
Guideline #59 Violated High · Score: -38.1
Guideline #60 Adhered High · Score: 38.1
Guideline #61 Issue Resolved · Score: 38.1
Guideline #62 Issue Resolved · Score: 30.5
Guideline #63 Violated High · Score: -15.2
Guideline #64 Issue Resolved · Score: 15.2
Mobile E-Commerce: 144 guidelines · Score: 136.0
Mobile Homepage, Navigation, & Search: 12 guidelines · Score: -132.0
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Guideline #209 Violated Low · Score: -15.8
Guideline #116 Issue Resolved · Score: 31.5
Guideline #130 Neutral · Score: 0.0
Guideline #228 Violated Low · Score: -9.9
Guideline #210 Violated High · Score: -27.6
Guideline #211 Violated High · Score: -31.5
Guideline #229 Violated High · Score: -27.6
Guideline #230 Violated High · Score: -27.6
Guideline #203 Violated High · Score: -23.6
Guideline #166 Not Applicable · Score: 0.0
Guideline #93 Not Applicable · Score: 0.0
Guideline #91 Neutral · Score: 0.0
Mobile Product Lists: 15 guidelines · Score: 130.0
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Guideline #90 Adhered High · Score: 31.5
Guideline #89 Adhered High · Score: 27.6
Guideline #79 Violated Low · Score: -11.8
Guideline #233 Violated High · Score: -19.7
Guideline #87 Adhered High · Score: 19.7
Guideline #76 Adhered High · Score: 23.6
Guideline #80 Neutral · Score: 0.0
Guideline #143 Adhered High · Score: 19.7
Guideline #78 Adhered High · Score: 19.7
Guideline #216 Not Applicable · Score: 0.0
Guideline #75 Neutral · Score: 0.0
Guideline #74 Adhered High · Score: 7.9
Guideline #158 Not Applicable · Score: 0.0
Guideline #162 Not Applicable · Score: 0.0
Guideline #102 Adhered High · Score: 11.8
Mobile Filtering & Sorting: 9 guidelines · Score: -11.8
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Guideline #212 Violated High · Score: -27.6
Guideline #221 Adhered High · Score: 27.6
Guideline #215 Adhered High · Score: 19.7
Guideline #222 Violated High · Score: -19.7
Guideline #68 Adhered High · Score: 19.7
Guideline #232 Violated High · Score: -19.7
Guideline #219 Violated Low · Score: -7.9
Guideline #213 Violated High · Score: -15.8
Guideline #142 Adhered High · Score: 11.8
Mobile Product Page Layouts: 6 guidelines · Score: 5.9
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Guideline #111 Violated High · Score: -27.6
Guideline #144 Adhered High · Score: 23.6
Guideline #154 Violated Low · Score: -9.9
Guideline #149 Violated High · Score: -19.7
Guideline #234 Issue Resolved · Score: 19.7
Guideline #176 Adhered High · Score: 19.7
Mobile Product Descriptions, Specs, & Images: 13 guidelines · Score: 157.6
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Guideline #159 Neutral · Score: 0.0
Guideline #169 Adhered Low · Score: 7.9
Guideline #77 Adhered High · Score: 11.8
Guideline #109 Adhered Low · Score: 15.8
Guideline #110 Adhered High · Score: 27.6
Guideline #113 Adhered High · Score: 27.6
Guideline #112 Adhered High · Score: 15.8
Guideline #114 Adhered Low · Score: 3.9
Guideline #148 Adhered High · Score: 27.6
Guideline #133 Adhered High · Score: 19.7
Guideline #134 Not Applicable · Score: 0.0
Guideline #164 Not Applicable · Score: 0.0
Guideline #163 Not Applicable · Score: 0.0
Mobile Shopping Cart, Cost & Account: 10 guidelines · Score: -13.8
Guidelines are only available in Baymard Premium — get full access today.
Guideline #208 Adhered Low · Score: 9.9
Guideline #140 Adhered Low · Score: 5.9
Guideline #104 Adhered High · Score: 31.5
Guideline #103 Not Applicable · Score: 0.0
Guideline #107 Not Applicable · Score: 0.0
Guideline #106 Not Applicable · Score: 0.0
Guideline #127 Violated High · Score: -19.7
Guideline #179 Violated High · Score: -27.6
Guideline #180 Violated Low · Score: -13.8
Guideline #185 Not Applicable · Score: 0.0
Mobile Checkout Information: 15 guidelines · Score: -49.3
Guidelines are only available in Baymard Premium — get full access today.
Guideline #120 Not Applicable · Score: 0.0
Guideline #108 Adhered High · Score: 27.6
Guideline #168 Not Applicable · Score: 0.0
Guideline #167 Violated High · Score: -23.6
Guideline #139 Violated High · Score: -23.6
Guideline #150 Not Applicable · Score: 0.0
Guideline #205 Violated High · Score: -19.7
Guideline #118 Adhered High · Score: 19.7
Guideline #194 Violated High · Score: -19.7
Guideline #192 Adhered Low · Score: 3.9
Guideline #196 Adhered High · Score: 7.9
Guideline #182 Adhered High · Score: 11.8
Guideline #193 Violated High · Score: -11.8
Guideline #161 Violated High · Score: -15.8
Guideline #191 Violated Low · Score: -5.9
Mobile Form Field Usability: 18 guidelines · Score: -3.9
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Guideline #186 Adhered High · Score: 27.6
Guideline #190 Adhered High · Score: 23.6
Guideline #121 Adhered High · Score: 19.7
Guideline #183 Not Applicable · Score: 0.0
Guideline #189 Adhered High · Score: 19.7
Guideline #128 Not Applicable · Score: 0.0
Guideline #187 Violated High · Score: -7.9
Guideline #165 Neutral · Score: 0.0
Guideline #181 Not Applicable · Score: 0.0
Guideline #197 Not Applicable · Score: 0.0
Guideline #155 Violated High · Score: -31.5
Guideline #156 Violated High · Score: -31.5
Guideline #160 Violated High · Score: -27.6
Guideline #157 Adhered High · Score: 23.6
Guideline #145 Violated High · Score: -23.6
Guideline #171 Violated High · Score: -19.7
Guideline #184 Adhered High · Score: 15.8
Guideline #220 Adhered High · Score: 7.9
Touch Keyboards: 5 guidelines · Score: 31.5
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Guideline #71 Violated High · Score: -23.6
Guideline #65 Adhered High · Score: 23.6
Guideline #69 Adhered High · Score: 15.8
Guideline #70 Adhered High · Score: 7.9
Guideline #66 Adhered High · Score: 7.9
Mobile Validation Errors: 7 guidelines · Score: 21.7
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Guideline #119 Adhered High · Score: 27.6
Guideline #224 Violated High · Score: -31.5
Guideline #226 Violated Low · Score: -11.8
Guideline #225 Adhered Low · Score: 9.9
Guideline #223 Adhered High · Score: 15.8
Guideline #227 Adhered High · Score: 11.8
Guideline #175 Not Applicable · Score: 0.0
All 60 sites were benchmarked across the 610 guidelines. During our evaluation, Diapers.com’s e-commerce site adhered to 342 usability guidelines, violated 213, and scored neutral on 87 occasions, while a remaining 34 guidelines weren’t applicable.
See methodology to read up on the evaluation criteria and scoring algorithm.
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Diapers.com’s Desktop E-Commerce Design
9 pages of Diapers.com’s e-commerce site, marked up with 80 best practice examples
Product Lists & Filtering
Product List: Category
Product Lists & Filtering
Sorting Tool
Product Lists & Filtering
Product List: Search
Product Lists & Filtering
Product Page
Cart & Checkout
Cart
Cart & Checkout
Account
Cart & Checkout
Shipping address
Cart & Checkout
Billing address, Payment
Cart & Checkout
Order review
Show All 9 Desktop Designs
Diapers.com’s Mobile E-Commerce Design
16 pages of Diapers.com’s e-commerce site, marked up with 76 best practice examples
Mobile E-Commerce
Homepage, Search Field
Mobile E-Commerce
Navigation Menu
Mobile E-Commerce
Category Page
Mobile E-Commerce
Category Page
Mobile E-Commerce
Product List
Mobile E-Commerce
Product Page
Mobile E-Commerce
Search Results
Mobile E-Commerce
Filtering Options
Mobile E-Commerce
Cart
Mobile E-Commerce
Account
Mobile E-Commerce
Account
Mobile E-Commerce
Shipping Address
Mobile E-Commerce
Payment
Mobile E-Commerce
Payment
Mobile E-Commerce
Shipping Method
Mobile E-Commerce
Review Order
Show All 16 Mobile Designs
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