Fitbit’s E-Commerce UX
This is a case study of Fitbit’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 485 design elements. 196 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.
Fitbit’s overall e-commerce UX performance is mediocre. This is mainly due to poor Product Page and mediocre Mobile Web performances.
Overall UX Performance
485 Guidelines · Performance:
Desktop Web
294 Guidelines · Performance:
Homepage & Category
38 Guidelines · Performance:
Homepage
12 Guidelines · Performance:
Category Taxonomy
7 Guidelines · Performance:
Main Navigation
10 Guidelines · Performance:
Site-Wide Layout
9 Guidelines · Performance:
Product Lists & Filtering
48 Guidelines · Performance:
List Layout & Loading
8 Guidelines · Performance:
List Items: Product Info & Thumbnails
14 Guidelines · Performance:
List Items: Product Info
6 Guidelines · Performance:
List Items: Product Thumbnails
8 Guidelines · Performance:
List Items: Interface & Hit Areas
8 Guidelines · Performance:
Filtering: Scope & Logic
8 Guidelines · Performance:
Filtering: Interface & Layout
6 Guidelines · Performance:
Sorting
4 Guidelines · Performance:
Product Page
64 Guidelines · Performance:
Product Page Layout & Features
11 Guidelines · Performance:
Product Images
9 Guidelines · Performance:
Image Gallery UI
9 Guidelines · Performance:
The 'Buy' Section
7 Guidelines · Performance:
Shipping, Returns, and Gifting
7 Guidelines · Performance:
Product Variations
7 Guidelines · Performance:
Product Descriptions
6 Guidelines · Performance:
Specifications Sheet
4 Guidelines · Performance:
Cross-Sells & Cross-Navigation
4 Guidelines · Performance:
Cart & Checkout
110 Guidelines · Performance:
Shopping Cart & “Added to Cart” Behavior
16 Guidelines · Performance:
Account Selection & Creation
8 Guidelines · Performance:
Customer & Address Information
13 Guidelines · Performance:
Field Labels & Microcopy
6 Guidelines · Performance:
Shipping & Store Pickup
9 Guidelines · Performance:
Payment Flow & Methods (Incl. Third-Party)
5 Guidelines · Performance:
Form & Page Design
8 Guidelines · Performance:
User Interactions & Distractions
6 Guidelines · Performance:
Credit Card Form
10 Guidelines · Performance:
Validation Errors & Data Persistence
6 Guidelines · Performance:
Field Design & Features
8 Guidelines · Performance:
Default Values & Autocompletion
5 Guidelines · Performance:
Order Review
6 Guidelines · Performance:
Order Confirmation & E-Mail
4 Guidelines · Performance:
Customer Accounts
34 Guidelines · Performance:
Account Drop-Down
6 Guidelines · Performance:
Account Dashboard
5 Guidelines · Performance:
'Your Account': Addresses, Payments, & Newsletters
13 Guidelines · Performance:
Account-Wide Navigation, Structure, & Information
10 Guidelines · Performance:
Mobile Web
191 Guidelines · Performance:
Mobile Homepage
11 Guidelines · Performance:
Mobile Main Navigation & Categories
12 Guidelines · Performance:
Mobile Main Navigation
6 Guidelines · Performance:
Mobile Category Taxonomy
6 Guidelines · Performance:
Mobile Product List
32 Guidelines · Performance:
Mobile Product List Layout & Features
14 Guidelines · Performance:
Mobile Filtering & Sorting
6 Guidelines · Performance:
Mobile List Item Content
12 Guidelines · Performance:
Mobile Product Page
47 Guidelines · Performance:
Mobile Product Page Layout
6 Guidelines · Performance:
Mobile Product Images & Videos
14 Guidelines · Performance:
Mobile Product Descriptions & Variations
11 Guidelines · Performance:
Mobile Shipping, Returns & Buying
9 Guidelines · Performance:
Mobile Cross-Sells & Cross-Navigation
7 Guidelines · Performance:
Mobile Checkout
71 Guidelines · Performance:
Mobile Shopping Cart
9 Guidelines · Performance:
Mobile Shipping & Store Pickup
5 Guidelines · Performance:
Mobile Account Selection & Creation
7 Guidelines · Performance:
Mobile User Info
10 Guidelines · Performance:
Mobile Form Fields
7 Guidelines · Performance:
Mobile Field Validation
4 Guidelines · Performance:
Mobile Payment
11 Guidelines · Performance:
Mobile Input Optimization
7 Guidelines · Performance:
Mobile Order Review & Confirmation
7 Guidelines · Performance:
Mobile Layout & Features
4 Guidelines · Performance:
Mobile Site-Wide Features & Elements
18 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.
Fitbit’s Desktop Web E-Commerce Design
16 pages of Fitbit’s e-commerce site, marked up with 210 best practice examples:
Fitbit’s Mobile Web E-Commerce Design
9 pages of Fitbit’s e-commerce site, marked up with 147 best practice examples:
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