The Competitive UX Benchmark Study

UserZoom ran a quick competitive UX benchmark study between Ford and Hyundai, two of the some of largest automobile makers on the planet, to see how users experienced navigational and core tasks, as well as how they rated their overall experience on these websites.

The Study

We ran an unmoderated remote benchmark study with 60 in-the-wild users on their own devices over the course of a single day, and collected both quantitative and qualitative feedback.

Participants were equally divided so that 30 went to each site, and completed several tasks in order to test and measure the design of the homepage, the website’s structure, and gather usability metrics for each site.

We also measured users feelings about the brand before and after their experience with the site, as well as their likelihood to recommend the site to friends, family and colleagues.

Here is a sample of the benchmark:

First impressions are lasting impressions

We showed all participants static images of Ford’s and Hyundai’s homepage and asked them to choose which site they associated with several UX attributes.

Ford stood out the most in the Welcoming (83%) and Lively (78%) categories to this week’s participants. Trustworthy (70%) and Easy (68%) were not far behind in the votes.

Hyundai’s homepage fared a little less favorably than Ford’s, with 70% of participants voting it as being Overwhelming. That being said, 60% felt it was the more Informational of the two and participants were split evenly in regards to which site was more Helpful.

Want to see the rest? Download the battle to find out who won!


Show me who won!