Vodafone UK’s E-Commerce UX
This is a case study of Vodafone UK’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 480 design elements. 122 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.
Vodafone UK’s overall e-commerce UX performance is mediocre. This is mainly due to broken Customer Accounts, broken Product Lists & Filtering, and poor On-Site Search performances.
Overall UX Performance
480 Guidelines · Performance:
Desktop Web
318 Guidelines · Performance:
Homepage & Category
44 Guidelines · Performance:
Homepage
9 Guidelines · Performance:
Category Taxonomy
9 Guidelines · Performance:
Main Navigation
12 Guidelines · Performance:
Intermediary Category Pages
4 Guidelines · Performance:
Site-Wide Layout
10 Guidelines · Performance:
On-Site Search
11 Guidelines · Performance:
Product Lists & Filtering
66 Guidelines · Performance:
List Layout
6 Guidelines · Performance:
Loading Products
3 Guidelines · Performance:
List Items: Product Info & Thumbnails
14 Guidelines · Performance:
List Items: Product Info
7 Guidelines · Performance:
List Items: Product Thumbnails
7 Guidelines · Performance:
List Items: Interface & Hit Areas
7 Guidelines · Performance:
Filtering: Available Filters
8 Guidelines · Performance:
Filtering: Scope & Logic
9 Guidelines · Performance:
Filtering: Interface & Layout
11 Guidelines · Performance:
Sorting
7 Guidelines · Performance:
Comparison Tool
1 Guidelines · Performance:
Device Page, Product Page & Plan Matrix
67 Guidelines · Performance:
Product Page Layout
8 Guidelines · Performance:
Product Images
6 Guidelines · Performance:
Image Gallery UI
9 Guidelines · Performance:
The 'Buy' Section
6 Guidelines · Performance:
Shipping, Returns, and Gifting
5 Guidelines · Performance:
Product Variations
4 Guidelines · Performance:
Product Descriptions
6 Guidelines · Performance:
Specifications Sheet
4 Guidelines · Performance:
User Reviews
10 Guidelines · Performance:
Cross-Sells & Cross-Navigation
5 Guidelines · Performance:
Plan Matrix
4 Guidelines · Performance:
Checkout & Signup Flow
103 Guidelines · Performance:
Shopping Cart & “Added to Cart” Behavior
11 Guidelines · Performance:
Account Selection & Creation
8 Guidelines · Performance:
Customer & Address Information
8 Guidelines · Performance:
Shipping & Store Pickup
9 Guidelines · Performance:
Payment Flow & Methods (Incl. Third-Party)
5 Guidelines · Performance:
Credit Card Form
10 Guidelines · Performance:
Order Review
5 Guidelines · Performance:
Order Confirmation & E-Mail
4 Guidelines · Performance:
Form & Page Design
8 Guidelines · Performance:
User Interactions, Distractions & Cross-Sells
7 Guidelines · Performance:
Validation Errors & Data Persistence
10 Guidelines · Performance:
Field Labels & Microcopy
6 Guidelines · Performance:
Field Design & Features
8 Guidelines · Performance:
Default Values & Autocompletion
4 Guidelines · Performance:
Customer Accounts
27 Guidelines · Performance:
Account Drop-Down & Sign In
7 Guidelines · Performance:
Account Dashboard
4 Guidelines · Performance:
'Your Account': Addresses, Payments, & Newsletters
11 Guidelines · Performance:
Account-Wide Navigation, Structure, & Information
5 Guidelines · Performance:
Mobile Web
162 Guidelines · Performance:
Mobile Homepage
5 Guidelines · Performance:
Mobile Main Navigation & Categories
15 Guidelines · Performance:
Main Navigation
6 Guidelines · Performance:
Category Taxonomy
4 Guidelines · Performance:
Category Pages
5 Guidelines · Performance:
Mobile Search
9 Guidelines · Performance:
Mobile Product List
36 Guidelines · Performance:
Mobile Product List Layout & Features
16 Guidelines · Performance:
Mobile Filtering
5 Guidelines · Performance:
Mobile List Item Content
13 Guidelines · Performance:
Mobile Sorting
2 Guidelines · Performance:
Mobile Product Pages
22 Guidelines · Performance:
Mobile Checkout
34 Guidelines · Performance:
Shopping Cart
5 Guidelines · Performance:
Shipping & Store Pickup
3 Guidelines · Performance:
Account Selection & Creation
6 Guidelines · Performance:
User Info
6 Guidelines · Performance:
Payment
8 Guidelines · Performance:
Order Review & Confirmation
4 Guidelines · Performance:
Layout & Features
2 Guidelines · Performance:
Mobile Forms
25 Guidelines · Performance:
Form Fields
11 Guidelines · Performance:
Field Validation
8 Guidelines · Performance:
Input Optimization
6 Guidelines · Performance:
Mobile Site-Wide Features & Elements
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.
Vodafone UK’s Desktop Web E-Commerce Design
23 pages of Vodafone UK’s e-commerce site, marked up with 179 best practice examples:
Vodafone UK’s Mobile Web E-Commerce Design
16 pages of Vodafone UK’s e-commerce site, marked up with 110 best practice examples:
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