UX Battle of the Week: Walmart vs Target
The Competitive UX Benchmark Study
UserZoom ran a quick competitive UX benchmark study between Walmart and Target, two of some of the largest retailers on the planet, to see how users experienced navigational and core tasks, as well as how they rated their overall experience on these websites.
We ran an unmoderated remote benchmark study with 80 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 40 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 80 participants static images of the homepages of Walmart and Target and asked them to choose which site they associated with several UX attributes.
Walmart was seen as being the Easier of the two sites (66%). The area in which participants felt Walmart was lacking the most in was the Informational category (31%).
Target’s homepage was clearly seen as being both Informational (69%) and Lively (65%) by a fairly large margin. Unfortunately this also meant that participants felt the homepage was Overwhelming (61%), and by contrast, not very easy to use (34%).
Want to see the rest? Download the battle to find out who won!