OBI UX Case Study
This is a case study of OBI’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 266 design elements. 250 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.
OBI’s overall e-commerce UX performance is mediocre. Their UX is in large part dimished by broken On-Site Search, broken On-Site Search, and mediocre Accounts & Self-Service.
First benchmarked in February 2023.
Desktop Web
266 Guidelines · Performance:
Homepage & Category Navigation
34 Guidelines · Performance:
On-Site Search
31 Guidelines · Performance:
Product Lists & Filtering
44 Guidelines · Performance:
Product Page
50 Guidelines · Performance:
Cart & Checkout
91 Guidelines · Performance:
Accounts & Self-Service
16 Guidelines · Performance:
Mobile Web
242 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.
OBI’s Desktop Web E-Commerce Design
27 pages of OBI’s e-commerce site, marked up with 222 best practice examples:
OBI’s Mobile Web E-Commerce Design
23 pages of OBI’s e-commerce site, marked up with 224 best practice examples:
Explore Other Research Content
Every week, we publish a new article on how to build “state of the art” e-commerce experiences — here’s 5 popular ones:
Drop-Down Usability: When You Should (and Shouldn’t) Use Them
Format the “Expiration Date” Fields Exactly the Same as the Physical Credit Card (72% Don’t)
PDP UX: Core Product Content Is Overlooked in ‘Horizontal Tabs’ Layouts (Yet 28% of Sites Have This Layout)
Form Field Usability: Avoid Extensive Multicolumn Layouts (16% Make This Form Usability Mistake)
Form Usability: Getting ‘Address Line 2’ Right
See all 406 articles in the full public archive.