The Competitive UX Benchmark Study

UserZoom ran a quick competitive UX benchmark study between Ikea and Made, some of the UK’s largest furniture retailers, 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 UK 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 where we gathered participants’ first impressions of the sites:

First impressions are lasting impressions


We showed all 60 participants static images of the homepage for Ikea and Made and asked them to choose which site they associated with several UX attributes.

Ikea had a majority of votes in the positive categories, particularly when it came to being seen as Trustworthy (77%), Easy (75%) and Welcoming (72%).

Made was seen by this group of participants to be Overwhelming (65%). The positive category they fared the best in was Informational (47%) while the category they fared the worst in was Trustworthy (23%).

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


Show me who won!