H&M UX Case Study
This is a case study of H&M’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 925 design elements. 250 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.
H&M’s overall e-commerce UX performance is mediocre. Their UX is especially thwarted by usability issues related to poor Mobile Web, poor Desktop Web, and mediocre Mobile App performances.
First benchmarked in September 2016, and reviewed 22 times since then, most recently in July 2024.
Overall UX Performance
950 Guidelines · Performance:
Desktop Web
300 Guidelines · Performance:
Mobile Web
301 Guidelines · Performance:
Mobile App
349 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.
H&M’s Desktop Web E-Commerce Design
33 pages of H&M’s e-commerce site, marked up with 224 best practice examples:
H&M’s Mobile Web E-Commerce Design
32 pages of H&M’s e-commerce site, marked up with 239 best practice examples:
H&M’s Mobile App E-Commerce Design
23 pages of H&M’s e-commerce site, marked up with 239 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 402 articles in the full public archive.