Baymard Institute

In our latest UX Spotlight, Paul Boag shares timeless insights on influencing stakeholders, building UX maturity, and preparing for the next era of UX design. At Baymard Institute, our research is used by 29,000+ brands, agencies, researchers, and UX designers, across 80+ countries, and includes 71% of all Fortune 500 ecommerce companies. And our UX Spotlight series shares insights from the minds behind them. Comment below if you would like access to the full LinkedIn article interview. #ux #uxspotlight #baymard

"When I look at providers' sites, it’s always like witchcraft." That's what one of our testers said in our extensive Telco UX research study. And from this study, we found that even the biggest telcos (like T-Mobile, EE and Three UK) are losing customers — not because of coverage or pricing, but because of poor UX. In this large-scale usability testing of major telecom sites, participants abandoned their journeys — not due to competitors’ offers, but due to confusion. The numbers speak for themselves: 📉 85% of participants abandoned at least one telco site during testing ⚠️ 100% of sites saw at least one abandonment 🚨 1,800 medium-to-severe usability issues were observed Despite being a multibillion-dollar industry, telco websites struggle with the basics: clarity, transparency, and user control. The opportunity? Massive. Improving UX isn’t just about aesthetics — it’s about trust, conversion, and making it easier for users to switch providers confidently. At Baymard Institute, we’ve seen time and again: simplifying complexity is the real competitive advantage. You can access our Telco UX Research below: https://lnkd.in/etTnNMJG #ux #uxresearch #Baymard #telco

Proud to share that our very own Rinaldo Ugrina represented Baymard Institute at uxcon vienna 👏 In his talk, “3 Key Findings from Testing the World’s Leading Checkout Flows,” Rinaldo walked the audience through some eye-opening insights from Baymard’s large-scale usability testing. It’s always rewarding to see our research spark important conversations and help UX teams make more informed decisions. Did you manage to catch the session at #uxconvienna? Let us know in the comments! We would love to hear from you. #Baymard #ux #uxresearch #uxspeakers

🇪🇺 Calling all European retailers & UX teams — this one’s for you. We’ve just released Baymard Institute's new UX benchmark of 6 leading European B2C Retail Goods sites, adding 3,400+ performance scores and 2,800+ best practice examples to our ecommerce research. The new case studies include: 📊 Electronics & Office: MediaMarkt (Germany), RTV Euro AGD (Poland), Fnac (France), Netonnet (Sweden) 📊 Home & Hardware: Gamma (Netherlands) 📊 Mass Merchant: bol.com (Netherlands) Each site has been manually benchmarked across 500–600+ UX parameters, giving you a clear picture of how Europe’s top retailers perform, and where the biggest opportunities lie. 👉 Explore the new benchmark and see how your site compares. https://lnkd.in/eY4pnVb7 #ux #uxbenchmark #ecommerce

Here's a shocking truth: most AI UX tools only hit 50–75% accuracy. That's if they’re even measured at all. Adopting one wrong UX suggestion can result in astronomical business costs, so it is essential to demand a documented 95% Accuracy Rate. At Baymard Institute, we won’t release anything below 95% accuracy. Because when it comes to CRO and UX, guesswork isn’t an option. Learn how we achieved this with UX-Ray from our Research Director and Co-Founder Christian Holst here: https://lnkd.in/eVkeA8YM #ux #aiheuristicevaluations #aiux

Subcategories are often the real driver of product discovery on e-commerce sites. But in our testing here at Baymard Institute, when intermediary category pages pushed subcategories below promos, ads or featured products, users got confused and frustrated. 💡 The fix? Make subcategories the primary content on intermediary category pages. In this short video, we cover: ⚠️ Why hiding subcategories leads to drop-offs 🚫 How clutter from promos and ads makes navigation harder ✅ Why subcategories should always come first 🛒 Examples of what works (and what doesn’t) from Argos, Gilt, Bob’s Discount Furniture, Northern Tool, and Walgreens When users can see their options instantly, they move with confidence—and convert faster. 📹 Watch the video below, and dive deeper into our navigation research here: #ux #ecommerce #uxr

What happens when AI gets UX wrong? Revenue takes a hit ❌ Generative AI tools can sound confident - but most only reach 50–75% accuracy when analyzing UX or CRO opportunities. That means 1 in 3 recommendations can actually hurt your site’s conversion performance 🚨 In his latest article, Baymard co-founder Christian Holst explains why accuracy is the missing ingredient in AI-driven UX, and how UX-Ray 2.0 became the first system to reach a documented 95% Accuracy Rate, matching human specialists. Inside, you’ll learn: ✔️ Why most AI UX tools fail below the 95% accuracy threshold ✔️ How small UX errors create outsized business costs ✔️ The research process behind UX-Ray’s validation Before trusting AI to influence your product decisions, it’s worth seeing how we proved that accuracy really matters. 📖 Read the article: https://lnkd.in/eEB5uD2H #UXResearch #AIUX #EcommerceUX #ConversionOptimization #Baymard

67% of mobile sites deliver only mediocre (or worse) Homepage & Category Navigation UX. That means most users struggle to even find products — leading to frustration, abandonment and lost sales before they ever reach the product page. But here’s the good news: fixing it isn’t impossible. In our latest Homepage & Category Navigation benchmark (16,000+ performance scores), we identified 11 best practices that consistently separate high-performing sites from the rest, such as: ✅ Highlighting the user’s current scope in navigation Users need to know where they are, yet 95% of sites fail at this. ✅ Dividing categories into manageable chunks Don’t overwhelm mobile users with endless scrolling. Break options into clear, digestible groups. ✅ Making homepage links fully scoped “New Arrivals” isn’t enough. “Women’s New Arrivals” provides the clarity users need. If you want your mobile experience to drive conversions instead of drop-offs, now’s the time to put these best practices into action. Check out the full 2025 Homepage & Navigation UX benchmark here: https://lnkd.in/ehP_ZkUB #ux #uxresearch #uxbestpractices #uxbenchmark

Most AI UX tools get 1 in 3 recommendations wrong ❌ In his latest article, Baymard co-founder Christian Holst explores why accuracy — not automation — is what truly builds trust in AI-driven UX. Key insights: 💡 Most generative AI tools for UX and CRO achieve only 50–75% accuracy 💡 Even one poor UX change can cause major revenue loss 💡 Why and how UX-Ray 2.0 reached a documented 95% Accuracy Rate — matching human specialists Because when product decisions impact conversion, “probably right” isn’t good enough. 📖 Read the full article: https://lnkd.in/eEB5uD2H #UXResearch #EcommerceUX #AIUX #DesignOps #Baymard

Behind our UX audits are real people conducting them. ✨ Meet Miki, one of Baymard Institute's UX Auditors. ✨ With a background in psychology and a passion for understanding consumer behavior, Mihaela Nouras found the perfect fit in UX. What started as self-study in web design has grown into auditing at Baymard—now proudly holding our Certified UX Master credential. Miki is part of a whole team of experienced UX Auditors, all dedicated to helping companies uncover usability issues and improve their UX. Stay tuned as we continue to introduce the faces behind Baymard’s audits! #ux #uxauditor #uxaudit