Hamleys’ E-Commerce UX
This is a case study of Hamleys’ e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 525 design elements. 122 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.
Hamleys’ overall e-commerce UX performance is mediocre. Some of Hamleys’ biggest UX issues are caused by broken On-Site Search, poor Site-Wide Features, and poor Mobile Web performances. That said, their site performs great within Customer Accounts.
Overall UX Performance
526 Guidelines · Performance:
Desktop Web
260 Guidelines · Performance:
Homepage & Category Navigation
25 Guidelines · Performance:
Homepage
7 Guidelines · Performance:
Main Navigation
5 Guidelines · Performance:
Category Taxonomy & Intermediary Category Pages
13 Guidelines · Performance:
On-Site Search
23 Guidelines · Performance:
Search Query Types
5 Guidelines · Performance:
Search Logic & Search Results
18 Guidelines · Performance:
Product Lists & Filtering
43 Guidelines · Performance:
List Layout & Loading
7 Guidelines · Performance:
List Item Content
14 Guidelines · Performance:
List Items: Product Info & Thumbnails
9 Guidelines · Performance:
List Items: Interface & Hit Areas
5 Guidelines · Performance:
Filtering & Sorting
22 Guidelines · Performance:
Available Filter and Sort Types
9 Guidelines · Performance:
Filtering & Sorting: Scope & Logic
5 Guidelines · Performance:
Filtering & Sorting: Interface & Layout
8 Guidelines · Performance:
Product Page
57 Guidelines · Performance:
Product Page Layout
8 Guidelines · Performance:
Product Images & Gallery UI
12 Guidelines · Performance:
The 'Buy' Section, Shipping & Returns
14 Guidelines · Performance:
Product Descriptions
7 Guidelines · Performance:
User Reviews
11 Guidelines · Performance:
Cross-Sells & Cross-Navigation
5 Guidelines · Performance:
Cart & Checkout
87 Guidelines · Performance:
Shopping Cart & Gifting
15 Guidelines · Performance:
Account Selection
7 Guidelines · Performance:
Customer & Address Information
11 Guidelines · Performance:
Shipping & Fulfillment
9 Guidelines · Performance:
Payment Flow & Credit Card Form
8 Guidelines · Performance:
Form Fields & Page Design
8 Guidelines · Performance:
User Interactions & Distractions
6 Guidelines · Performance:
Validation Errors & Data Persistence
9 Guidelines · Performance:
Field Design & Default Values
6 Guidelines · Performance:
Order Review & Confirmation
8 Guidelines · Performance:
Customer Accounts
16 Guidelines · Performance:
Site-Wide Features
9 Guidelines · Performance:
Mobile Web
266 Guidelines · Performance:
Mobile Homepage & Category Navigation
26 Guidelines · Performance:
Mobile Homepage
8 Guidelines · Performance:
Mobile Main Navigation
6 Guidelines · Performance:
Mobile Category Taxonomy & Intermediary Category Pages
12 Guidelines · Performance:
Mobile On-Site Search
23 Guidelines · Performance:
Mobile Search Query Types
5 Guidelines · Performance:
Mobile Search Logic & Search Results
18 Guidelines · Performance:
Mobile Product Lists & Filtering
44 Guidelines · Performance:
Mobile List Layout & Loading
10 Guidelines · Performance:
Mobile List Item Content
17 Guidelines · Performance:
Mobile List Items: Product Info & Thumbnails
11 Guidelines · Performance:
Mobile List Items: Interface & Hit Areas
6 Guidelines · Performance:
Mobile Filtering & Sorting
17 Guidelines · Performance:
Available Mobile Filter & Sort Types
8 Guidelines · Performance:
Mobile Filtering & Sorting: Logic & Layout
9 Guidelines · Performance:
Mobile Product Page
57 Guidelines · Performance:
Mobile Product Page Layout
5 Guidelines · Performance:
Mobile Product Images & Gallery UI
13 Guidelines · Performance:
The Mobile 'Buy' Section, Shipping & Returns
14 Guidelines · Performance:
Mobile Product Descriptions
8 Guidelines · Performance:
Mobile User Reviews
11 Guidelines · Performance:
Mobile Cross-Sells & Cross-Navigation
6 Guidelines · Performance:
Mobile Cart & Checkout
88 Guidelines · Performance:
Mobile Shopping Cart & Gifting
15 Guidelines · Performance:
Mobile Account Selection
7 Guidelines · Performance:
Mobile Customer & Address Information
11 Guidelines · Performance:
Mobile Shipping & Fulfillment
9 Guidelines · Performance:
Mobile Payment Flow & Credit Card Form
8 Guidelines · Performance:
Mobile Form & Page Design
8 Guidelines · Performance:
Mobile User Interactions & Distractions
6 Guidelines · Performance:
Mobile Validation Errors & Data Persistence
8 Guidelines · Performance:
Mobile Field Design & Default Values
8 Guidelines · Performance:
Mobile Order Review & Confirmation
8 Guidelines · Performance:
Mobile Customer Accounts
12 Guidelines · Performance:
Mobile Site-Wide Features
16 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.
Hamleys’ Desktop Web E-Commerce Design
17 pages of Hamleys’ e-commerce site, marked up with 175 best practice examples:
Hamleys’ Mobile Web E-Commerce Design
17 pages of Hamleys’ e-commerce site, marked up with 194 best practice examples:
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See all 412 articles in the full public archive.
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