Baymard’s UX Research Roadmap & Changelog

We’ve released our new large-scale UX research study on Apparel & Accessories sites.

Our research team has spent over 1,765 hours usability testing and researching Apparel & Accessories sites, and this study is based on more than 370 participant/site test sessions.

The study included 18 U.S.- and Europe-based retailer websites: Express, Francesca’s, Gerry Weber, Levi’s, Madewell, UNIQLO, adidas, Columbia Sportswear, Nicce, Nike, Puma, All Saints, Catbird, Ted Baker, Pandora, Cole Haan, DSW, and Hush Puppies.

Test sites were selected across multiple criteria. Study sites ranged from large apparel stores to small boutique shops, all of which were omnichannel brands. Sites carried a variety of product types ranging from apparel (e.g., Express) and sportswear (e.g., adidas) to jewelry (e.g., Pandora) and shoes (e.g., Hush Puppies).

The study encompassed mostly single-brand sites (e.g., Nicce) and represented a cross-section of price points from discount (e.g., DSW) to mid-range (e.g., Puma) brands.

During testing, participants encountered 1,720+ medium-to-severe usability issues.

These issues have been distilled into 500+ UX guidelines relevant for apparel and accessories websites.

> Explore our new Apparel & Accessories UX research study available today.

Our research team has just spent 5,550+ hours usability testing and researching Product Finding features, layouts, content, and designs — leading to our revised and expanded Search, Homepage and Category, and Product Lists and Filtering research studies.

This Product Finding study focused on a mix of mass merchant and smaller sites, for a total of 12 sites: Staples, HP, Office Depot, Best Buy, B&H Photo, Newegg, GAP, H&M, AEO, Nordstrom, L.L. Bean, and Urban Outfitters.

During Baymard’s testing the users encountered 1,000+ medium-to-severe Product Finding usability issues.

These issues have subsequently been analyzed and distilled into 160+ Product Finding UX guidelines.

> Explore our updated Search, Homepage and Category, and Product Lists and Filtering UX research studies

We’ve released a new UX benchmark of 10 ‘Furniture & Home Decor’ sites. The 10 sites are benchmarked across 540+ research-based UX parameters relevant to furniture and home decor websites.

This provides you with:

• 5,400+ new worst and best practice UX implementation examples from furniture and home decor desktop and mobile websites – these are already embedded in the 500+ Furniture & Home Decor relevant UX guidelines

• 5,000+ UX performance scores from the 10 sites – view them and the updated case-study dataset in the Furniture & Home Decor UX Benchmark

• 10 in-depth Furniture & Home Decor UX case studies from: West Elm, Home24, Crate & Barrel, Living Spaces, CB2, Williams Sonoma, Dunelm, IKEA, Wayfair, and McGee & Co.

We also offer an industry-specific Furniture & Home Decor UX audit option.

We’re releasing a new UX benchmark of 10 sites in our Apparel & Accessories benchmark collection. The 10 apparel sites are benchmarked across 500+ research-based UX parameters relevant to apparel and accessories websites.

This provides you with:

• 4,700+ new worst and best practice UX implementation examples from apparel desktop and mobile websites – these are already embedded in the 500+ Apparel & Accessories relevant UX guidelines

• 5,500+ UX performance scores from the 10 sites – view them and the updated case-study dataset in the Apparel & Accessories UX Benchmark

• 10 in-depth Apparel & Accessories UX case studies from: Macy’s, Nike, ASOS, Adidas, Zalando, H&M, American Eagle, Urban Outfitters, Marks & Spencer, and GAP

We also offer an industry-specific Apparel & Accessories UX Audit option.

We’re releasing a new UX benchmark of 10 sites in our SaaS & Digital Subscriptions benchmark collection. The 10 digital subscriptions and SaaS sales sites are benchmarked across 240+ research-based UX parameters relevant to digital subscriptions and SaaS websites.

This provides you with:

• 1,600+ new worst and best practice UX implementation examples from digital subscriptions and SaaS desktop and mobile websites – these are already embedded in the 170+ Digital Subscriptions & SaaS relevant UX guidelines

• 2,300+ UX performance scores from the 10 sites – view them and the updated case-study dataset in the Digital Subscriptions & SaaS UX Benchmark

• 10 in-depth Digital Subscriptions & SaaS UX case studies from: Slack, Zoom, Zendesk, Box, Shopify, Apple Music, Dropbox, HBO Max, Grammarly, and Netflix

We also offer an industry-specific Digital Subscriptions & SaaS UX Audit option.

We’re releasing a new UX benchmark of 5 sites in our B2B Electronic Components & Machinery benchmark collection. The 5 components & machinery sites are benchmarked across 430+ research-based UX parameters relevant to B2B electronic components & machinery websites.

This provides you with:

• 1,700+ new worst and best practice UX implementation examples from electronic components & machinery desktop and mobile websites – these are already embedded in the 280+ B2B Electronic Components & Machinery relevant UX guidelines

• 2,000+ UX performance scores from the 5 sites – view them and the updated case-study dataset in the B2B Electronic Components & Machinery UX Benchmark

• 5 in-depth Electronic Components & Machinery UX case studies from: DigiKey, Mouser, Arrow, Avnet, and TTI

We also offer an industry-specific B2B Components & Machinery UX Audit option.

We’re releasing a new UX benchmark of 5 sites in our Travel Accommodations benchmark collection. The 5 travel accommodations sites are manually benchmarked across 390+ research-based UX parameters relevant to accommodations websites.

This provides you with:

• 1,500+ new worst and best practice UX implementation examples from travel accommodations desktop and mobile websites – these are already embedded in the 310+ Travel Accommodations relevant UX guidelines

• 1,900+ UX performance scores from the 5 sites – view them and the updated case study dataset in the Travel Accommodations UX Benchmark

• 5 in-depth Travel Accommodations UX case studies from: Airbnb, Best Western, Booking.com, Hyatt, and Prince Akatoki London

We also offer an industry-specific Travel Accommodations UX Audit option.

We’re releasing a new UX benchmark of 8 food delivery and takeout mobile apps and mobile websites. The 8 mobile apps and mobile websites are benchmarked across 400+ research-based UX parameters relevant for Food Delivery & Takeout.

This provides you with:

• 2,000+ new Food Delivery & Takeout worst and best practice UX implementation examples across mobile apps and mobile web. The examples are already embedded in the 320+ Food Delivery & Takeout relevant UX guidelines.

• 3,000+ UX performance scores from the 8 food delivery and takeout sites and apps – view them and the updated case study dataset in the Food Delivery & Takeout UX benchmark.

• 8 in-depth UX case studies from: DoorDash, KFC, Burger King, McDonalds, Domino’s, Uber Eats, Just Eat, and Deliveroo.

We also offer an industry-specific Food Delivery & Takeout UX audit option.

Our research team has spent over 2,500 hours usability testing and researching Business-to-Business (B2B) Electronic Components & Machinery sites, and this study is based on more than 168 participant/site test sessions.

The research focused on U.S. and global manufacturer and distributor websites offering electronic components and machinery:

Manufacturer sites: Analog Devices, Microchip Technology, Microchip Direct, STMicroelectronics, STMicroelectronics eStore, TDK Corporation, and TE Connectivity

Distributor sites: Arrow Electronics, CoreStaff, Digi-Key Electronics, Farnell/Newark/element 14, Future Electronics, Mouser Electronics, RS Components, Ltd., and TTI, Inc.

Throughout the test sessions participants repeatedly ran into difficulties with the layout, content types, or features on the test sites.

Indeed, during testing, the participants encountered 1,100+ medium-to-severe usability issues, that we’ve distilled into 275+ UX guidelines relevant for B2B electronic components & machinery websites.

> Explore our new B2B Electronic Components & Machinery UX research available today

We’re releasing a new UX benchmark of another 5 sites in our Mass Merchant benchmark collection. The 5 Mass Merchant sites are manually benchmarked across 600+ research-based UX parameters relevant to Mass Merchant websites.

This provides you with:

• 3,000+ new worst and best practice UX implementation examples from Mass Merchant desktop and mobile websites – these are already embedded in the 500+ Mass Merchant relevant UX guidelines.

• 3,000+ UX performance scores from the 5 sites – view them and the updated case study dataset in the Mass Merchant UX Benchmark.

• 5 in-depth Mass Merchant UX case studies from: Sears, Etsy, Argos, Kohl’s, and Tesco.

We also offer an industry-specific Mass Merchant & Department Store UX Audit option.

We’re releasing a new UX benchmark of 7 Vitamins & Supplements sites. The 7 sites are benchmarked across 500+ research-based UX parameters relevant for Vitamins & Supplements websites.

This provides you with:

• 2,500+ new worst and best practice UX implementation examples from Vitamins & Supplements desktop and mobile websites – these are already embedded in the 450+ Vitamins & Supplements relevant UX guidelines

• 3,500+ UX performance scores from the 7 sites – view them and the updated case-study dataset in the Vitamins & Supplements UX Benchmark

• 7 in-depth Vitamins & Supplements UX case studies from: Holland & Barrett, iHerb, The Vitamin Shoppe, Swanson Vitamins, Vitamin World, Life Extension, and Bodybuilding

We also offer an industry-specific Vitamins & Supplements UX audit option.

We’re releasing a new UX benchmark of 7 Luxury Goods sites. The 7 sites are benchmarked across 500+ research-based UX parameters relevant for Luxury websites.

This provides you with:

• 2,500+ new worst and best practice UX implementation examples from Luxury Goods desktop and mobile websites – these are already embedded in the 400+ Luxury Goods relevant UX guidelines

• 3,500+ UX performance scores from the 7 sites – view them and the updated case-study dataset in the Luxury Goods UX Benchmark

• 7 in-depth Luxury Goods UX case studies from: Jimmy Choo, Gucci, Van Cleef & Arpels, Louis Vuitton, Bang & Olufsen, TAG Heuer, and Chanel

We also offer an industry-specific Luxury Goods UX audit option.

We’re releasing a new UX benchmark of 5 sites in our Mass Merchant benchmark collection. The 5 Mass Merchant sites are manually benchmarked across 600+ research-based UX parameters relevant to Mass Merchant websites.

This provides you with:

• 3,000+ new worst and best practice UX implementation examples from Mass Merchant desktop and mobile websites – these are already embedded in the 500+ Mass Merchant relevant UX guidelines.

• 3,000+ UX performance scores from the 5 sites – view them and the updated case study dataset in the Mass Merchant UX Benchmark.

• 5 in-depth Mass Merchant UX case studies from: Walmart, Amazon, John Lewis, Target, and Costco.

We also offer an industry-specific Mass Merchant & Department Store UX Audit option.

We’re releasing a 2024 update of our Order Tracking & Returns UX benchmark, with 20 large desktop and mobile e-commerce sites manually rated across our 27 Order Tracking & Returns UX guidelines.

This provides you with:

• 850+ new worst and best practice Order Tracking & Returns UX implementation examples already embedded in the 27 UX guidelines

• 950+ new Order Tracking & Returns UX performance scores from the 20 sites – view them and the updated case-study dataset in the UX Benchmark tool

• 160+ new full-page design examples of order tracking and returns pages from leading e-commerce sites in the Page Design tool

You can now tag and create notes on guideline pages within Baymard Premium’s research catalog. Tagging allows you and your team to more easily collaborate within Baymard Premium:

- Organize, find, and collaborate - Sort and categorize Baymard’s research for each of your projects, for instant retrieval and easy sharing.
- Attach notes - Contextualize your taggings and provide links to relevant sources (e.g. Figma or Jira).
- Team-wide sharing - Tags are visible to your entire team so you can collaborate and benefit from each other’s work.

Have a look at any guideline page, or head over to the tag management page to see and manage existing tags.

We’re releasing a new UX benchmark of 5 sites in our Home & Hardware benchmark collection. The 5 Home & Hardware sites are manually benchmarked across 500+ research-based UX parameters relevant for Home Improvement & Hardware websites.

This provides you with:

• 2,000+ new worst and best practice UX implementation examples from Home & Hardware desktop and mobile websites – these are already embedded in the 500+ Home & Hardware relevant UX guidelines.

• 2,500+ UX performance scores from the 5 sites – view them and the updated case-study dataset in the Home & Hardware UX Benchmark.

• 5 in-depth Home & Hardware UX case studies from: Home Depot, Build.com, Northern Tool, Grainger, and Lowe’s.

We also offer an industry-specific Home & Hardware UX Audit option.

We’re releasing a new UX benchmark of 5 Electronics sites in our Electronics & Office benchmark collection. The 5 Electronics sites are manually benchmarked across 600+ research-based UX parameters relevant for Electronics and Office websites.

This provides you with:

• 2,500+ new worst and best practice UX implementation examples from Electronics desktop and mobile websites – these are already embedded in the 500+ Electronics & Office relevant UX guidelines.

• 3,000+ UX performance scores from the 5 sites – view them and the updated case-study dataset in the Electronics & Office UX Benchmark.

• 5 in-depth Electronics UX case studies from: B&H Photo, Crutchfield, Microsoft, HP, and Apple.

We also offer an industry-specific Electronics & Office UX Audit option.

We’re releasing a new UX benchmark of 5 Online Grocery sites and apps adding to our Online Grocery benchmark collection. The 5 Online Grocery sites and apps are benchmarked across 700+ research-based UX parameters relevant for grocery websites and apps.

This provides you with:

• 2,900+ new worst- and best-practice UX implementation examples from Online Grocery desktop and mobile websites and apps – these are already embedded in the 400+ Online Grocery relevant UX guidelines.

• 3,500+ UX performance scores from the 5 sites and apps – view them and the updated case-study dataset in the Online Grocery UX Benchmark.

• 5 in-depth Online Grocery UX case studies from: Safeway, Kroger, Aldi, HEB and Morrison’s.

We also offer an industry-specific Online Grocery UX audit option.

As 2023 comes to a close, at Baymard we’re awarding the companies with the top 1% UX performance across 18 industries, as well as the top 1% for theme and platform (e.g. top 1% checkout UX performance, top 1% mobile e-commerce UX performance, etc.).

The winners are selected from among the 234 top-grossing US and European e-commerce sites in our UX database. The award is based on more than 215,000 weighted UX performance scores in the database. Each of the 234 websites has been manually benchmarked using 500-680 weighted UX guidelines — a process that has required more than 10,000 hours of UX auditing work.

You can explore the case studies for each of the winning sites in the UX benchmark.

We’re releasing a new UX benchmark of 5 Toys sites adding to our Toys & Crafts benchmark collection. The 5 Toys sites are benchmarked across our 500+ UX guidelines most relevant for Toys & Crafts websites.

This provides you with:

• 2,200+ new worst- and best-practice UX implementation examples from Toys desktop and mobile websites – these are already embedded in the 500+ Toys & Crafts relevant UX guidelines.

• 2,600+ UX performance scores from the 5 sites – view them and the updated case-study dataset in the Toys & Crafts UX Benchmark.

• 5 in-depth Toys UX case studies from: MyToys.de, Fat Brain Toys, Hamleys, The Entertainer (TheToyShop.com), and Gamestop.

We’ve now also opened our industry-specific Toys & Crafts UX audit option.

We’re releasing a 2023 update for our Product Page UX benchmark, with 30 large e-commerce sites rated across 101 of our Product Page UX guidelines.

This provides you with:

• 2,000+ new worst and best practice Product Page UX implementation examples already embedded in the 101 UX guidelines.

• 3,000+ new Product Page UX performance scores from the 30 sites – view them and the updated case-study dataset in the UX Benchmark tool.

• 140+ new page design examples of product pages, image gallery overlays, video and 3060-views, user review sections, and spec sheets from leading e-commerce sites in the Page Design tool.

New quantitative 2023 research, providing you with the newest stats on user preferences and behavior across 14 topics, like:

• why users abandon during the checkout flow,
• why users shop online instead of in physical stores (see Product Page intro),
• what information types which will make users abandon the checkout (#731),
• how much more users rely on customer review averages if they have a higher number of votes (#517),
• how users actually “save” products they aren’t yet ready to purchase (#798),
• frequency of order returns (here),
• why users unsubscribe from newsletters (here), and
• how often users get new credit cards (#919), and more.

We’re releasing a new UX benchmark of 7 Travel Tours & Experience Booking sites. The 7 sites are benchmarked across 340+ research-based UX parameters relevant for Travel Tours & Experience Booking websites.

This provides you with:

• 1,500+ new worst and best practice UX implementation examples from Travel Tours & Experience Booking desktop and mobile websites – these are already embedded in the 280+ Travel Tours & Experience Booking relevant UX guidelines

• 2,500+ UX performance scores from the 7 sites – view them and the updated case-study dataset in the Travel Tours & Experience Booking UX Benchmark

• 7 in-depth Travel Tours & Experience Booking UX case studies from: Much Better Adventures, Sea Saffron, Take Walks, Ziptrek Ecotours, Extranomical Tours, Sea Paradise, and Wild Rover Tours

We’ve now also opened our industry-specific Travel Tours & Experience Booking audit option.

We’re releasing a 2023 update for our On-Site Search UX benchmark, with 30 large e-commerce sites rated across 46 of our On-Site Search UX guidelines.

This provides you with:

• 1,400+ new worst- and best-practice Search UX implementation examples already embedded in the 46 UX guidelines.

• 1,000+ new Search UX performance scores from the 30 sites – view them and the updated case-study dataset in the UX Benchmark tool.

• 100+ new design examples of search fields, autocompletes, search results pages, and no results pages from leading e-commerce sites in the Page Design tool.

We’re releasing a new UX benchmark of 3 Health & Beauty sites adding to our Health & Beauty benchmark collection. The 3 Health & Beauty sites are benchmarked across 500+ research-based UX parameters relevant for Health & Beauty websites.

This provides you with:

• 1,200+ new worst- and best-practice UX implementation examples from Health & Beauty desktop and mobile websites – these are already embedded in the 500+ Health & Beauty relevant UX guidelines.

• 1,500+ UX performance scores from the 3 sites – view them and the updated case-study dataset in the Health & Beauty UX Benchmark.

• 3 in-depth Health & Beauty UX case studies from: Lyko, Kicks, and Blivakker.

We’ve now also opened our industry-specific Health & Beauty UX audit option.

We’re releasing a new UX benchmark of 5 Sports sites adding to our Sports Gear & Equipment benchmark collection. The 5 Sports sites are benchmarked across our 500+ UX guidelines most relevant for Sports Gear & Equipment websites.

This provides you with:

• 2,200+ new worst- and best-practice UX implementation examples from Sports desktop and mobile websites – these are already embedded in the 500+ Sports Gear & Equipment relevant UX guidelines.

• 2,600+ UX performance scores from the 5 sites – view them and the updated case-study dataset in the Sports Gear & Equipment UX Benchmark.

• 5 in-depth Sports UX case studies from: Hibbett, Backcountry, SportChek, Academy, and Evo.

We’ve now also opened our industry-specific Sports Gear & Equipment UX audit option.

We’re releasing a new UX benchmark of 7 Insurance sites. The 7 sites are benchmarked across 320+ research-based UX parameters most relevant for Insurance websites.

This provides you with:

• 1,200+ new worst and best practice UX implementation examples from Insurance desktop and mobile websites – these are already embedded in the 200+ Insurance relevant UX guidelines

• 1,700+ UX performance scores from the 7 sites – view them and the updated case-study dataset in the Insurance UX Benchmark

• 7 in-depth Insurance UX case studies from: AXA UK, Generali, State Farm, Liberty Mutual, Travelers, Allstate, and Progressive

We’ve now also opened our industry-specific Insurance UX audit option.

Our research team has spent over 1,800+ hours usability testing and researching Vitamins and Supplements sites, and this study is based on more than 230 qualitative participant/site test sessions.

The research study focused on a total of 13 sites that distribute vitamin and supplement products to the US — with almost all test sites operating worldwide:

• 11 multibrand vitamins and supplements sites: eVitamins, GNC, iHerb, Lucky Vitamin, PipingRock, Pure Formulas, Puritan’s Pride, Swanson Vitamins, Vitacost, Vitamin Shoppe, and Vitamin World.

• 2 single-brand, or white-label, sites: Nature Made and Nature’s Sunshine.

During testing, the users encountered 1,000+ medium-to-severe usability issues. These issues have subsequently been analyzed and distilled into the 490+ UX guidelines found within our new Vitamins & Supplements research study.

> Explore our new Vitamins & Supplements UX research available today

We’re releasing a new UX benchmark of 9 native mobile e-commerce apps. The 9 apps are benchmarked across our 360+ UX guidelines most relevant for mobile apps.

This provides you with:

• 2,200+ new worst- and best-practice mobile apps UX implementation examples – these are already embedded in the 360+ UX guidelines relevant for mobile apps.

• 2,200+ UX performance scores from the 9 apps – view them and the updated case-study dataset in the Mobile Apps UX Benchmark.

• 9 in-depth mobile app UX case studies from: GAP, Etsy, Nordstrom, Target, Crate & Barrel, Best Buy, Lowe’s, Build.com, and Marks & Spencer.

We’re releasing a new UX benchmark of 10 Automotive Parts & Specialty sites. The 10 sites are benchmarked across 500+ research-based UX parameters most relevant for Automotive Parts & Specialty websites.

This provides you with:

• 4,000+ new worst and best practice UX implementation examples from Automotive Parts & Specialty desktop and mobile websites – these are already embedded in the 250+ Automotive Parts & Specialty relevant UX guidelines

• 5,000+ UX performance scores from the 10 sites – view them and the updated case-study dataset in the Automotive Parts & Specialty UX Benchmark

• 10 in-depth Automotive Parts & Specialty UX case studies from: CarParts.com, RevZilla, Advance Auto Parts, TireRack.com, ECS Tuning, Inter Cars, Demon Tweeks, AutoDoc, J&P Cycles, and Pep Boys

We’ve now also opened our industry-specific Automotive Parts & Specialty UX audit option.

We’re releasing a new UX benchmark of 7 Internet Service Providers (ISP) sites. The 7 ISP sites are benchmarked across 350+ research-based UX parameters most relevant for ISP websites.

This provides you with:

• 1,600+ new worst and best practice UX implementation examples from ISP desktop and mobile websites – these are already embedded in the 200+ ISP relevant UX guidelines

• 2,200+ UX performance scores from the 7 sites – view them and the updated case-study dataset in the ISP UX Benchmark

• 7 in-depth ISP UX case studies from: AT&T, COX, Spectrum, CenturyLink, Telekom.de, Viasat, and BT

We’ve now also opened our industry-specific ISP UX audit option.

We’re releasing a new UX benchmark of 5 Home & Hardware sites. The 5 Home & Hardware sites are benchmarked across our 500+ UX guidelines most relevant for Home & Hardware websites.

This provides you with:

• 2,300+ new worst- and best-practice UX implementation examples from Home & Hardware desktop and mobile websites – these are already embedded in the 500+ Home & Hardware relevant UX guidelines.

• 2,700+ UX performance scores from the 5 sites – view them and the updated case-study dataset in the Home & Hardware UX Benchmark.

• 5 in-depth Home & Hardware UX case studies from: Menards, OBI, ACE Hardware, Leroy Merlin, and B&Q.

We’ve now also opened our industry-specific Home & Hardware UX audit option.

We’re releasing a 2023 update for our Homepage & Category UX benchmark, with 68 large e-commerce sites rated across our 40+ Homepage & Category UX guidelines.

This provides you with:

• 2,500+ new worst- and best-practice Homepage & Category UX implementation examples already embedded in the 40+ UX guidelines.

• 3,000+ new Homepage & Category UX performance scores from the 68 sites – view them and the updated case-study dataset in the UX Benchmark tool.

• 180+ new full-page design examples of homepages, main menus, and category pages from leading e-commerce sites in the Page Design tool.

We’re releasing a new Mobile Customer Accounts UX benchmark, with 68 large e-commerce sites rated across our 29 Mobile Customer Accounts UX guidelines.

This provides you with:

• 1,100+ new worst- and best-practice Mobile Customer Accounts UX implementation examples already embedded in the 29 UX guidelines.

• 1,600+ new Mobile Customer Accounts UX performance scores from the 68 sites – view them and the updated case-study dataset in the UX Benchmark tool.

• 180+ new full-page design examples of account dashboards and account management pages from leading e-commerce mobile sites in the Page Design tool.

We’re releasing a 2023 update for our Product Lists & Filtering UX benchmark, with 68 large e-commerce sites rated across 90 of our Product Listings UX guidelines.

This provides you with:

• 4,400+ new worst- and best-practice product lists and filtering UX implementation examples already embedded in the 90 UX guidelines.

• 6000+ new Product Lists & Filtering UX performance scores from the 68 sites – view them and the updated case-study dataset in the UX Benchmark tool.

• 140+ new full-page design examples of product lists from leading e-commerce sites in the Page Design tool.

Our research team has spent over 1700 hours usability testing and researching travel tours and experience booking sites, and this study is based on more than 300 participant/site test sessions.

The research study focused on small- and medium-sized sites offering a variety of tours and experiences including:

• Helicopter tours of New York City: HeliNY Sightseeing, New York Helicopter Tours, Zip Aviation
• River tours and lake cruises in Chicago: Shoreline Sightseeing, Tall Ship Windy, Wendella
• Guided tours and activities in Hawaii: Blue Hawaiian Activities, Roberts Hawaii, Volcano Tours
• Group walking tours in London: Fun London Tours, Golden Tours, London Top Sights
• Guided tours and adventures in Iceland: Arctic Adventures, Gray Line Iceland, Reykjavik Excursions

Throughout the test sessions participants repeatedly ran into difficulties with the layout, content types, or features on the test sites.

Indeed, during testing the participants encountered 1,200+ medium-to-severe usability issues.

> Explore our new Travel Tours & Experience Booking UX research available today

We’ve now also opened our industry-specific Travel Tours & Experience Booking UX audit option.

We’re releasing a new UX benchmark of 10 B2B Medical & Pharma sites. The 10 Medical & Pharma sites are benchmarked across our 500 UX guidelines most relevant for B2B Medical & Pharma websites.

This provides you with:

• 3,500+ new worst- and best-practice UX implementation examples from Medical & Pharma desktop and mobile websites – these are already embedded in the 500 Medical & Pharma relevant UX guidelines.

• 4,500+ UX performance scores from the 10 sites – view them and the updated case-study dataset in the B2B Medical & Pharma sites UX Benchmark.

• 10 in-depth Medical & Pharma UX case studies from: Allegro Medical, Waters, Mckesson, Cole-Parmer, AbCam, Medline, Bound Tree Medical, Henry Schein, Thermo Fisher, and Sigma Aldrich.

We’ve now also opened our industry-specific B2B Medical & Pharma UX audit option.

We’re releasing a new UX benchmark of 11 native mobile e-commerce apps. The 11 apps are benchmarked across our 340+ UX guidelines most relevant for mobile apps.

This provides you with:

• 2,800+ new worst- and best-practice mobile apps UX implementation examples – these are already embedded in the 340+ UX guidelines relevant for mobile apps.

• 3,700+ UX performance scores from the 11 apps – view them and the updated case-study dataset in the Mobile Apps UX Benchmark.

• 11 in-depth mobile app UX case studies from: Macy’s, Nike, Ikea, H&M, Walmart, Staples, ASOS, Amazon, Home Depot, Sephora, and Wayfair.

We’re releasing a new UX benchmark of 10 B2B Electronic Components & Machinery sites. The 10 Components & Machinery sites are benchmarked across our 400+ UX guidelines most relevant for B2B Electronic Components & Machinery websites.

This provides you with:

• 3,600+ new worst- and best-practice UX implementation examples from Components & Machinery desktop and mobile websites – these are already embedded in the 400+ Electronic Components & Machinery relevant UX guidelines.

• 4,800+ UX performance scores from the 10 sites – view them and the updated case-study dataset in the B2B Electronic Components & Machinery UX Benchmark.

• 10 in-depth Electronic Components & Machinery UX case studies from: DigiKey, MSC Direct, Norgren, Mouser, Avnet, Schneider Electric, TTI, Bossard, Fastenal, and Maxon.

We’ve now also opened our industry-specific B2B Components & Machinery UX audit option.

We’re releasing a new UX benchmark of 8 Meal Kit Subscription sites. The 8 Meal Kit sites are benchmarked across our 400+ UX guidelines most relevant for Meal Kit websites.

This provides you with:

• 2,200+ new worst- and best-practice UX implementation examples from Meal Kit desktop and mobile websites – these are already embedded in the 400+ Meal Kit relevant UX guidelines.

• 3,300+ UX performance scores from the 8 sites – view them and the updated case-study dataset in the Meal Kit UX Benchmark.

• 8 in-depth Meal Kit UX case studies from: Gousto, HelloFresh, Blue Apron, Green Chef, Purple Carrot, Marley Spoon, Sunbasket, and Abel&Cole.

We’ve now also opened our industry-specific Meal Kit UX audit option.

We’re releasing a new UX benchmark of 10 Online Travel Agency, Hotel, and Vacation Property Rental sites. The 10 travel accommodations sites are benchmarked across our 400+ UX guidelines most relevant for travel accommodations websites.

This provides you with:

• 3,000+ new Accommodations worst- and best-practice UX implementation examples from OTA, hotel, and property rental desktop and mobile websites – these are already embedded in the 400+ travel accommodations relevant UX guidelines.

• 4,500+ UX performance scores from the 10 accommodations sites – view them and the updated case-study dataset in the accommodations UX Benchmark.

• 10 in-depth UX case studies from: OTA websites: Booking.com, Expedia, Trip.com. Chain Hotel websites: Hyatt, Best Western, Shangri-La Hotels. Vacation Home Rental: Airbnb, Kid & Coe. Boutique Hotels: Prince Akatoki London, and EsmeHotel.com.

We’ve now also opened our industry-specific Travel Accommodations UX audit option.

We’re releasing a new UX benchmark of 8 Online Food Delivery mobile apps and mobile websites. The 8 online food delivery mobile apps and mobile websites are benchmarked across our 400+ UX guidelines most relevant for online food delivery.

This provides you with:

• 2,000+ new Online Food Delivery worst- and best-practice UX implementation examples across mobile apps and mobile web. The examples are already embedded in the 400+ food delivery relevant UX guidelines.

• 3,000+ UX performance scores from the 8 online food delivery sites – view them and the updated case-study dataset in the Food Delivery UX benchmark.

• 8 in-depth UX case studies from: DoorDash, KFC, Burger King, McDonalds, Domino’s, Uber Eats, Just Eat, & Deliveroo.

We’ve now also opened our industry-specific Food Delivery UX audit option.

New quantitative 2022 research, providing you with the newest stats on user preferences and behavior across 14 topics, like:

• why users abandon during the checkout flow,
• why users shop online instead of in physical stores (see Product Page intro),
• mobile app install rates, utilization rates, and top 5 installed apps (see #930),
• what information types which will make users abandon the checkout (#731),
• which SSL and trust badges that give users the best sense of trust in a checkout flow (#587),
• how much more users rely on customer review averages if they have a higher number of votes (#517),
• how users actually “save” products they aren’t yet ready to purchase (#798),
• frequency of order returns (here),
• why users unsubscribe from newsletters (here), and
• how often users get new credit cards (#919), and more.

We’re releasing a new UX benchmark of 10 smaller/niche Direct-To-Consumer brands. This is in addition to the already 26, mostly larger brand, DTC e-commerce websites in our DTC benchmark.

This provides you with:

• 3,500+ new DTC worst- and best-practice UX implementation examples from smaller and niche DTC e-commerce websites – these are already embedded in the 400+ DTC relevant UX guidelines.
• 4,800+ UX performance scores from the 10 DTC sites – view them and the updated case-study dataset in the Benchmark tool.
• 10 in-depth UX case studies from niche DTC sites: AwayTravel, AnineBing, BackdropHome, Everlane, FitBit, OurPlace, GoPro, Harrys, SmileTwice, and SnoweHome.

We’re releasing a new UX benchmark specific to Digital Software Subscriptions and SaaS, benchmarking 20 SaaS websites (both B2C and B2B software) across our 250+ UX guidelines most relevant for SaaS sales websites.

This provides you with:

• 3,300+ new SaaS worst- and best-practice UX implementation examples from leading SaaS sites – already embedded in the 250+ SaaS relevant UX guidelines.
• 5,000+ UX performance scores from the 20 SaaS sites – view them and the updated case-study dataset in the Benchmark tool.
• in-depth UX case studies from 10 B2B SaaS sites: Zoom, Slack, Basecamp, Google Firebase, Xero, ZenDesk, Box, Shopify, Adobe, Microsoft Teams and 10 B2C SaaS sites: Netflix, HBO Max, Apple Music, Dropbox, Norton, McAfee, Avast, Grammarly, Evernote, and Code Academy.

We’re releasing a new UX benchmark of 55 large e-commerce sites rated across 40 different UX guidelines relating to the Customer Accounts section, e.g. “my account” drop-down, account dashboard, order history, address book, stored cards, etc).

This provides you with:

• 2,000+ new worst- and best-practice Customer Accounts UX examples – embedded into the 40 UX guidelines
• 2,000+ new Customer Accounts UX performance scores – view them and the updated case-study dataset in the Benchmark tool.
• You can see the 280+ new full-page design examples of all the account pages & features from leading e-commerce sites in the Page Design tool.

We’re releasing a new UX benchmark specific to Online Grocery websites, benchmarking 5 grocery sites across 400+ research-based UX guidelines relevant for grocery sites.

**This provides you with: **

• in-depth UX case studies for the desktop and mobile websites of Albertsons, Peapod, FreshDirect, Ocado, and Sainsbury’s.
• 1,550+ new worst- and best-practice UX implementations specific to online grocery sites – already embedded in the 400+ grocery relevant UX guidelines.
• 1,930+ UX performance scores from the 5 grocery sites – view them and the updated case-study dataset in the Benchmark tool.

Get an overview of our UX research relevant for sites in the Online Grocery industry and see how the above 5 sites perform.

We’re releasing a new UX benchmark specific to the Telco industry, benchmarking 5 telco & ISP sites across 400+ research-based UX guidelines relevant for telco sites.

This provides you with:

• in-depth UX case studies for the desktop and mobile websites of Bell, Orange, Verizon, Vodafone UK, and Xfinity.
• 1,625+ new worst- and best-practice UX implementations specific to telco sites – already embedded in the 400+ telco relevant UX guidelines.
• 2,400+ UX performance scores from the 5 telco sites – view them and the updated case-study dataset in the Benchmark tool.

Get an overview of our UX research relevant for sites in the Telco industry and see how the above 5 sites perform.

We’re releasing a new UX benchmark specific to the Luxury Good industry, benchmarking 7 luxury goods sites across 360+ research-based UX guidelines relevant for luxury sites.

This provides you with:

• in-depth UX case studies for the desktop and mobile websites of Bang & Olufsen, Chanel, Gucci, Jimmy Choo, Louis Vuitton, TAG Heuer, and Van Cleef & Arpels.
• 1,800+ new worst- and best-practice UX implementations specific to luxury sites – already embedded in the 360+ luxury relevant UX guidelines.
• 2,500+ UX performance scores from the 7 luxury sites – view them and the updated case-study dataset in the Benchmark tool.

Get an overview of our UX research relevant for sites in the Luxury Goods industry and see how the above 7 sites perform.

We’ve released our new UX study on ‘Native Mobile Apps’ .

At Baymard our research team has spent over 1,000 hours usability testing and researching Mobile Apps for e-commerce.

This mobile apps UX research is based on more than 200 qualitative subject/app usability test sessions following the “Think Aloud” protocol (1:1 remote moderated testing). Throughout the test sessions, the subjects had many issues with the layout, content, or features in mobile apps.

This study examines how to design a user-friendly shopping experience for mobile apps. It covers the entire mobile e-commerce experience, from homepage to completed order — investigating how to best align users’ behavior on mobile apps with the constant challenge of limited page context due to compact screen sizes.

The test apps were chosen to reflect the apps provided by leading sites in the apparel (e.g., ASOS and Banana Republic), mass merchant (e.g., Amazon & Walmart), home & hardware (e.g., Home Depot and Lowe’s), and beauty (e.g., Sephora and Ulta) industries.

During testing the subjects encountered hundreds of medium-to-severe usability issues. These issues have subsequently been analyzed, and 342 UX guidelines, most of which also apply to Mobile Sites, make up the Mobile Apps UX research study.

Click here to see our new Mobile App UX research study.

We’ve released our new UX research study on ‘Direct To Consumer (DTC)’ sites. This research study focuses on brands that sell their products own their own site, directly to the end consumer.

Our DTC research includes testing of:

• DTC websites of larger brands, such as Adidas, American Apparel, Apple, H&M, IKEA, Levi’s, Urban Outfitters, Under Armour, Bose, JBL, KitchenAid, Cole Haan, Herschel, L’Occitane, Patagonia
• and smaller niche DTC brands, such as Allbirds, Caraway, Daniel Wellington, Equal Parts, Farer, Great Jones, Greats, Maya Chia, Mahalo Care, Milo, Mirror, mvmt, Monastery Made, Tempo, Tonal, Thousand Fell, etc.

Our research study focused in particular on DTC sites for smaller niche brands with fairly small product catalogs, although many of the findings will also be relevant for larger DTC sites and brands.

Click here to learn more about our new DTC UX research study

We’ve released our new study on E-Commerce Accessibility. This research study focuses on accessibility specifically from an e-commerce angle.

The study provides you with highly actionable accessibility guidelines specifically for the page types and UI elements found on e-commerce sites (WCAG 2.1 AA compliance).

300+ of the existing Baymard UX guidelines have also been updated with accessibility implementation nuances.

Click here to read more about our new E-Commerce Accessibility research study

We’ve released our new large-scale UX research study on Digital Subscription Services UX. The 190+ UX guidelines are relevant to Digital Service subscription sites in general but in particular showcase SaaS and B2B software sites, and cover topics such as ‘Features‘-pages and descriptions, ‘Case-study’ pages, ‘Industry’ pages, plan matrix design and features, ‘App Integrations’ pages, etc.

Click here to learn more about our new Digital Subscription Services research study.

We’ve just released a completely redesigned version of the ‘Guidelines’ Research Catalog pages. The redesign vastly improves the ‘Industry’ guideline collections, the theme and topics pages, along with the guideline pages themselves. Click the video below to see what has changed:

We’ve released a new UX benchmark of 10 native mobile e-commerce apps, assessing the 10 apps across 207 guidelines. This mobile app benchmark covers the entire e-commerce experience (incl. order tracking), with an average of 19.5 app screens reviewed for each of the 10x case studies.

This provides you with:

• “page designs” for mobile apps too, good for systematic inspiration for a particular page type. They can be found at the bottom of the ‘Page Designs’ section.
• 1,675 mobile app best- & worst practice examples, embedded at the bottom of each of the 207 assessed guidelines.
• along with 2,070 app-based UX performance ratings.

Explore 10 mobile app case-studies yourself: Nike, Amazon, Wayfair, Walmart, ASOS, IKEA, B&H Photo, Macy’s, Staples, and Sephora.

See our Mobile App UX research study

New quantitative 2021 research, providing you with the newest stats on user preferences and behavior across 14 topics, like:

• why users abandon during the checkout flow (see Checkout intro),
• why users shop online instead of in physical stores (see Product Page intro),
• mobile app install rates, utilization rates, and top 5 installed apps (see #930),
• what information types which will make users abandon the checkout (#731),
• which SSL and trust badges that give users the best sense of trust in a checkout flow (#587),
• how much more users rely on customer review averages if they have a higher number of votes (#517),
• how users actually “save” products they aren’t yet ready to purchase (#798),
• frequency of order returns (here),
• why users unsubscribe from newsletters (here), and
• how often users get new credit cards (#919), and more.