Benchmark Overview

FreshDirect’s E-Commerce UX

This is a case study of FreshDirect’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 387 design elements. 79 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.

FreshDirect’s overall e-commerce UX performance is poor. FreshDirect’s UX performance in particular suffers from usability issues caused by broken Cart & Checkout, poor Homepage & Category, and poor Mobile E-Commerce.

First benchmarked in January 2021, and reviewed 6 times since then, most recently February 2021.

UX Performance: 19.4

URL: freshdirect.com


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Poor
Mediocre
Acceptable
Decent
Good

Overall UX Performance

387 Guidelines · Performance:

Homepage & Category

39 Guidelines · Performance:

Homepage

7 Guidelines · Performance:

Intermediary Category Pages & Taxonomy

9 Guidelines · Performance:

Main Navigation

9 Guidelines · Performance:

Site-Wide Layout

6 Guidelines · Performance:

Recipe pages

8 Guidelines · Performance:

On-Site Search

27 Guidelines · Performance:

Search Query Types & Logic

9 Guidelines · Performance:

Search Autocomplete

8 Guidelines · Performance:

Results Logic, Filtering & Guidance

10 Guidelines · Performance:

Product Lists & Filtering

50 Guidelines · Performance:

List Layout, Hit Areas & Product Loading

14 Guidelines · Performance:

List Item product Info and Thumbnails

9 Guidelines · Performance:

Filtering: Available Filters & Sorting

8 Guidelines · Performance:

Filtering: Scope & Logic

8 Guidelines · Performance:

Filtering: Interface & Layout

11 Guidelines · Performance:

Product Page

24 Guidelines · Performance:

Product Page Layout & 'Buy' Section

12 Guidelines · Performance:

Product Descriptions & Spec Sheets

8 Guidelines · Performance:

Cross-Sells & Cross-Navigation

4 Guidelines · Performance:

Cart & Checkout

71 Guidelines · Performance:

Shopping Cart & “Added to Cart” Behavior

8 Guidelines · Performance:

Account Selection & Creation

6 Guidelines · Performance:

Customer & Address Information

6 Guidelines · Performance:

Shipping & Store Pickup

7 Guidelines · Performance:

Credit Card Form & Payment Flow

10 Guidelines · Performance:

Order Review & Confirmation

9 Guidelines · Performance:

Form & Page Design

6 Guidelines · Performance:

User Interactions, Validations & Data Persistence

10 Guidelines · Performance:

Field Labels, Design & Microcopy

9 Guidelines · Performance:

Customer Accounts

27 Guidelines · Performance:

Account Drop-Down, Dashboard & Sign In

11 Guidelines · Performance:

'Your Account': Addresses, Payments, & Newsletters

10 Guidelines · Performance:

Account-Wide Navigation, Structure, & Information

6 Guidelines · Performance:

Mobile E-Commerce

149 Guidelines · Performance:

Mobile Homepage

5 Guidelines · Performance:

Mobile Main Navigation & Categories

14 Guidelines · Performance:

Mobile On-Site Search

15 Guidelines · Performance:

Autocomplete

7 Guidelines · Performance:

Query Types, Design & Logic

8 Guidelines · Performance:

Mobile Product List

33 Guidelines · Performance:

Mobile Product List Layout & Features

12 Guidelines · Performance:

Mobile Filtering & Sorting

8 Guidelines · Performance:

Mobile List Item Content

13 Guidelines · Performance:

Mobile Product Pages

14 Guidelines · Performance:

Mobile Checkout

30 Guidelines · Performance:

Shopping Cart, Shipping & Store Pickup

7 Guidelines · Performance:

Account Selection & Creation

5 Guidelines · Performance:

Payment & User Info

11 Guidelines · Performance:

Order Review & Confirmation

7 Guidelines · Performance:

Mobile Forms

23 Guidelines · Performance:

Form Fields

9 Guidelines · Performance:

Field Validation

8 Guidelines · Performance:

Input Optimization

6 Guidelines · Performance:

Mobile Site-Wide Features & Elements

15 Guidelines · Performance:

58 Major E-Commerce Sites
CompareWhat’s This?

Like FreshDirect, all 80 major e-commerce sites have been benchmarked across hundreds of guidelines, meaning the chart you’re seeing above summarizes 30,000+ usability ratings.

See methodology to read up on the evaluation criteria and scoring algorithm.

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