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Dick’s Sporting Goods’ E-Commerce UX
This is a case study of Dick’s Sporting Goods’ 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
Dick’s Sporting Goods’ On-Site Search performance is poor. Some of Dick’s Sporting Goods’ biggest on-site search usability issues are due to poor Results Layout & Filtering, broken Search Autocomplete, and broken Search Form & Logic. That said, their search experience performs well within Results Logic & Guidance.
Dick’s Sporting Goods’ Product Lists & Filtering performance is poor. DICK’S Sporting Goods’ product listings are particularly thwarted by usability issues related to mediocre List Items: Interface & Hit Areas, poor Loading Products, and poor List Layout. That said, their product listings perform well within Comparison Tool.
Poor
Acceptable
Good
On-Site Search: 49 guidelines · Score: 73.9
Search Query Types: 12 guidelines · Score: 90.7
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Guideline #333 Neutral · Score: 0.0
Guideline #334 Adhered High · Score: 53.7
Guideline #340 Adhered Low · Score: 16.8
Guideline #335 Adhered High · Score: 33.6
Guideline #337 Not Applicable · Score: 0.0
Guideline #341 Adhered Low · Score: 23.5
Guideline #344 Violated High · Score: -47.0
Guideline #399 Violated High · Score: -33.6
Guideline #338 Adhered Low · Score: 16.8
Guideline #347 Not Applicable · Score: 0.0
Guideline #342 Adhered High · Score: 26.9
Guideline #398 Not Applicable · Score: 0.0
Search Form & Logic: 10 guidelines · Score: -26.9
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Guideline #336 Not Applicable · Score: 0.0
Guideline #346 Violated High · Score: -40.3
Guideline #349 Violated High · Score: -33.6
Guideline #407 Violated High · Score: -47.0
Guideline #339 Issue Resolved · Score: 33.6
Guideline #343 Not Applicable · Score: 0.0
Guideline #351 Adhered High · Score: 33.6
Guideline #348 Adhered High · Score: 26.9
Guideline #350 Not Applicable · Score: 0.0
Guideline #352 Not Applicable · Score: 0.0
Search Autocomplete: 7 guidelines · Score: -60.4
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Guideline #359 Violated High · Score: -40.3
Guideline #404 Not Applicable · Score: 0.0
Guideline #361 Violated High · Score: -20.1
Guideline #356 Not Applicable · Score: 0.0
Guideline #369 Not Applicable · Score: 0.0
Guideline #368 Not Applicable · Score: 0.0
Guideline #363 Not Applicable · Score: 0.0
Results Logic & Guidance: 8 guidelines · Score: 167.9
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Guideline #358 Issue Resolved · Score: 47.0
Guideline #362 Adhered Low · Score: 23.5
Guideline #370 Adhered High · Score: 40.3
Guideline #367 Not Applicable · Score: 0.0
Guideline #355 Violated Low · Score: -10.1
Guideline #394 Adhered High · Score: 33.6
Guideline #365 Issue Resolved · Score: 33.6
Guideline #371 Not Applicable · Score: 0.0
Results Layout & Filtering: 12 guidelines · Score: -97.4
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Guideline #382 Violated High · Score: -33.6
Guideline #379 Issue Resolved · Score: 53.7
Guideline #386 Violated High · Score: -47.0
Guideline #381 Neutral · Score: 0.0
Guideline #377 Adhered High · Score: 33.6
Guideline #376 Violated High · Score: -53.7
Guideline #403 Violated Low · Score: -23.5
Guideline #393 Violated High · Score: -33.6
Guideline #406 Not Applicable · Score: 0.0
Guideline #378 Violated High · Score: -33.6
Guideline #401 Not Applicable · Score: 0.0
Guideline #402 Adhered High · Score: 40.3
Product Lists & Filtering: 94 guidelines · Score: -8.1
List Layout: 7 guidelines · Score: 16.2
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Guideline #541 Violated Low · Score: -21.6
Guideline #533 Violated Low · Score: -16.2
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: -32.4
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Guideline #501 Violated High · Score: -32.4
Guideline #502 Adhered High · Score: 32.4
Guideline #503 Violated High · Score: -16.2
Guideline #504 Violated Low · Score: -16.2
Guideline #505 Not Applicable · Score: 0.0
List Items: Product Info & Thumbnails: 16 guidelines · Score: 105.1
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Guideline #440 Violated Low · Score: -21.6
Guideline #421 Not Applicable · Score: 0.0
Guideline #443 Violated 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 High · Score: 16.2
Guideline #444 Not Applicable · Score: 0.0
Guideline #455 Adhered High · Score: 37.7
Guideline #445 Adhered High · Score: 37.7
Guideline #457 Not Applicable · Score: 0.0
Guideline #463 Not Applicable · Score: 0.0
Guideline #456 Violated Low · Score: -13.5
Guideline #458 Adhered High · Score: 16.2
Guideline #459 Issue Resolved · Score: 21.6
Guideline #462 Adhered High · Score: 21.6
List Items: Interface & Hit Areas: 10 guidelines · Score: -16.2
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Guideline #448 Violated High · Score: -37.7
Guideline #528 Not Applicable · Score: 0.0
Guideline #452 Adhered Low · Score: 13.5
Guideline #450 Violated High · Score: -27.0
Guideline #449 Adhered High · Score: 27.0
Guideline #525 Violated Low · Score: -13.5
Guideline #527 Violated High · Score: -27.0
Guideline #529 Issue Resolved · Score: 32.4
Guideline #530 Adhered High · Score: 16.2
Guideline #526 Not Applicable · Score: 0.0
List Items: Personalization: 5 guidelines · Score: -59.3
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Guideline #480 Violated High · Score: -37.7
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: 32.4
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Guideline #409 Adhered High · Score: 43.1
Guideline #413 Adhered High · Score: 37.7
Guideline #418 Not Applicable · Score: 0.0
Guideline #408 Not Applicable · Score: 0.0
Guideline #417 Not Applicable · Score: 0.0
Guideline #540 Not Applicable · Score: 0.0
Guideline #410 Adhered High · Score: 32.4
Guideline #414 Violated High · Score: -27.0
Guideline #416 Violated High · Score: -27.0
Guideline #415 Violated High · Score: -27.0
Filtering: Scope & Logic: 14 guidelines · Score: -80.9
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Guideline #424 Violated High · Score: -37.7
Guideline #427 Violated High · Score: -37.7
Guideline #433 Violated High · Score: -37.7
Guideline #423 Not Applicable · Score: 0.0
Guideline #430 Not Applicable · Score: 0.0
Guideline #428 Adhered High · Score: 21.6
Guideline #432 Not Applicable · Score: 0.0
Guideline #429 Neutral · Score: 0.0
Guideline #436 Adhered High · Score: 10.8
Guideline #439 Not Applicable · Score: 0.0
Guideline #488 Violated 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: 32.4
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Guideline #468 Not Applicable · Score: 0.0
Guideline #474 Not Applicable · Score: 0.0
Guideline #470 Adhered Low · Score: 18.9
Guideline #464 Adhered Low · Score: 13.5
Guideline #467 Adhered High · Score: 27.0
Guideline #475 Violated High · Score: -27.0
Guideline #479 Neutral · Score: 0.0
Guideline #476 Not Applicable · Score: 0.0
Guideline #465 Issue Resolved · Score: 27.0
Guideline #471 Violated High · Score: -27.0
Guideline #472 Not Applicable · Score: 0.0
Sorting: 11 guidelines · Score: -43.1
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Guideline #510 Violated High · Score: -43.1
Guideline #511 Violated High · Score: -37.7
Guideline #539 Adhered 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 Violated High · Score: -16.2
Guideline #516 Not Applicable · Score: 0.0
Guideline #523 Not Applicable · Score: 0.0
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
All 60 sites were benchmarked across the 610 guidelines. During our evaluation, Dick’s Sporting Goods’ 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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Dick’s Sporting Goods’ Desktop E-Commerce Design
7 pages of Dick’s Sporting Goods’ e-commerce site, marked up with 61 best practice examples
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