Our Core Team

Something nice but not too nice about our hardworking and talented remote team and how we span several countries and time zones.

Christian Holst
Founder, DK

Jamie Appleseed
Founder, DK

Edward Scott
Researcher, US

Mark Crowley
Researcher, IE

Kathryn Totz
Researcher, US

Christian Vind
Auditor, DK

Steffen Haferbier
Auditor, DK

Rebecca Hugo
Auditor, UK

Robert Russell
Auditor, US

Karolina Rukaite
Benchmarker, DK

Federico Caria
Benchmarker, ES

Jonathan Gurteen
Designer, UK

Richard Lam
Auditor, US

Laura Messina
Auditor, US

Sally Collins
Researcher, US

Alex Krzyminski
Researcher, US

Irani Sangham
Auditor, SA

Marilyn Shi
Auditor, US

Mel Fox
Auditor, IE

Mila Kosa
Researcher, UA

Terms & Conditions

The following Terms and Conditions apply to the products sold by Baymard Institute, through our domains such as baymard.com and any pages or subdomains thereof.

Last updated: July 23, 2020.

Price & VAT

All prices are listed in US Dollars and are excl. sales tax (VAT).

Sales tax is only applied to EU customers that do not provide their VAT number in the “VAT Number” field during checkout. (Danish businesses are always required to pay Danish VAT).


Payments can be made online using all major credit cards (VISA, MasterCard, and American Express), or alternatively using invoice / bank transfer.

All credit card data is handled securely by Stripe using 256-bit SSL encryption, in complete compliance with VISA and MasterCard approved PCI standards for secure online payments. Baymard cannot view the direct card details at any point.

The payment will appear as “BAYMARD.COM” on your credit card statement.

Baymard Premium License & Usage Terms

  • Active subscription: The full Baymard Premium research catalog, toolset, and any downloaded reports are intended only for the active users on your active account. Inactive users or inactive accounts (incl due to failed renewal) are not allowed to access or store any parts of the Baymard Premium research catalog (incl prior downloaded and printed materials or files).
  • One person per user profile: Each Baymard Premium user profile can only be used by one employee, and only of the organization that pays for the Premium account.
  • Only employees in the same legal entity: The license only covers creating users for full-time employees within the same legal entity. The license does not cover creating accounts for, or any kind of full or partial sharing of the research findings, with anyone outside your legal entity (this includes, but is not limited to, sharing with external partners, clients, vendors, students, external developers, external designers, etc.).
  • Full-time contractors, limited exception: One exception to the term of “the Premium license only covers creating users for full-time employees within the same legal entity” are full-time contractors, who are allowed to get a Baymard Premium user profile on the same company account as regular full-time employees, if the contractor: a) is a contractor hired to work at least 30 hours per week, for more than two consecutive months, at the company holding the Premium account, and b) their user profile is made inactive when they no longer work as a contractor (at least 30 hours per week) for the company (this will revoke their access and their license to use and store any Baymard Premium research).
  • “Group purchase” companies and schemes are not allowed in any form, and such accounts will be closed immediately without any refund. Baymard reserves full-rights to determine when an account is primarily intended to be (mis)used as a “group purchase”.
  • “Enterprise license”: companies that are on a plan that has an “enterprise license” (instead of the more common “company license”), are allowed to use their Baymard account for employees within the entire enterprise organization. This means that a parent organization that own, e.g. multiple subsidiary e-commerce sites or brands, is allowed to use that one enterprise Baymard account for all the subsidiaries. The enterprise license only covers all direct subsidiaries of the parent company – sharing with close partners, clients, external developers, agencies, etc., is not allowed.
  • No republication/paraphrasing/sharing etc. – in short: Baymard Premium access is for people who want to improve their own or their client’s site UX. Baymard Premium is not for people seeking inspiration for their own ‘content production’ or ‘content marketing’ efforts as none of the Baymard Premium content may be used or published elsewhere in any format, incl., articles, white papers, workshop materials, in-person presentations, webinars, etc. Limited citations of the Baymard Premium research may be granted upon request, but require written pre-approval. Write us at info@baymard.com. If creating UX-related content (content marketing) is the main objective, we don’t recommend you purchase access as Premium cannot be used for this.
  • No republication/paraphrasing/sharing etc – the legalese version: Without first having written consent from Baymard Institute no one are allowed to publish any Baymard content, in full or partially. This includes, but is not limited to, publishing paraphrasings, superficial rewrites, heavily inspired, repackaged, or resold Baymard content, along with any form of sharing accounts outside of the licensed company. (Failure to comply on this “no sharing” aspect will mean: 1) immediate closure of all Baymard accounts without a refund, 2) possible legal prosecution of violation of copyright and/or violation of the US registered trademark “Baymard”.

Refund policy

We offer a 14 days “no questions asked” refund policy for all Baymard Premium purchases. If you’re not satisfied with the research then simply write us an e-mail at info@baymard.com with your invoice number and we’ll transfer the full amount back to your credit card account.

When a refund is issued all license rights to use and/or store any copies (digital or physical) of the research is revoked, along with Baymard Premium access. Note that each company/customer is limited to 1 refund.

Cancellation of Premium

All Baymard Premium accounts are prepaid for 12 months from the signup date and will by default auto-renew after 12 months (charged to the latest used payment method).

Auto-renewal can be stopped at any point in time by the account owner, causing the plan to auto-expire for all users on the “renewal date” (renewal can be stopped at https://baymard.com/premium/account/manage-subscription . This link requires signin to a valid account).

There are two key reasons for Premium only being billed annually:

  • Most importantly; we continually update all of the research content and release new research studies (each year we conduct around 9,500 hours of new large-scale UX testing and use 4,700 developer hours on new features for Premium) – however in what months during the year that those updates are released will be slightly random. Annual billing is the only way to ensure that there’s an actual relationship between what Premium users are around to receive the new research and who actually “paid for it”.
  • On some of the plans, several of the Premium features such as onboarding calls, private Q&A/feedback sessions, exams & certification, are only possible because we have annual billing.


When purchasing Baymard Premium you give consent to:

  • Baymard will send the “account owner” 0-3 emails per year related to account usage and billing events for the account.
  • Baymard may use the company name and/or logo of the research purchaser on Baymard’s sales pages.
  • If you don’t want any of the above you can opt out by sending an email to info@baymard.com

UX-Certification Usage

Individuals that achieve the “E-Commerce UX Professional” certification may use the certification seal on individual profile pages, resumes, and similar – both in digital and in print. They may also opt for an optional public profile page at baymard.com/certified

Certificates are personal and may only be used on webpages that describe the certified individual (i.e. it may not be used to insinuate an entire company is certified by Baymard).

The certificate seal itself may not be altered or modified in any way beyond applying a black and white shading.

Baymard reserves the right to update and/or cancel any certification at its sole discretion (for example, but not limited to, misconduct or brand abuse, changing of certificate names, discontinuation of training service, etc). Baymard may similarly close any profile pages at baymard.com.

UX-Training: Terms of Purchase

All purchases of UX Training workshops are binding and non-refundable (also in the case of attendee no-shows, for whatever cause the ticket-holder doesn’t show up), however the ticket-holder may request to transfer the ticket to someone else (inside or outside of your company and only for the same day as the ticket was purchased for) by emailing Baymard at least 48 hours in advance.

In event Baymard’s workshop teacher(s) are prevented from showing up, for example, due to serious illness, deaths in the near family, denied country entry, airline or transportation problems, Baymard may send a substitute speaker. If it’s not possible to send a substitute speaker, Baymard may have to cancel the entire event or postpone it by 1-3 days. Only in the rare case of Baymard have to cancel the entire event, Baymard will refund the full paid UX training ticket and exam costs (but not any individual travel expenses).

Baymard reserves the rights to, at any point, change training venue or address, within the same city or to another nearby city, for example, due to (but not limited to) issues with the originally planned venue, venue closures, venue financial or quality issues, transportation or weather issues related to original the venue location.

Any purchase from Baymard Institute is governed by the current laws of Denmark. Any disputes or disagreements that cannot be mutually resolved shall be under the legal jurisdiction of Maritime and Commercial Court of Copenhagen, Denmark.


Sections of the Baymard website allows for user comments, and we love the interaction and depth it brings to e.g. the articles. But to fight spam comments and highly promotional comments we reserve all rights to determine which comments submitted will be published, and reserve all rights to edit-out promotional claims or links from any given comment, without informing the commenter.

Privacy policy

You can find Baymard Institute’s privacy policy here.

Homepage & Category Navigation
Design and user experience of your homepage, the main navigation, drop-down menus, category pages, custom and sub-category pages, the overall site taxonomy, general site-wide navigation, etc.

The Homepage & Category UX audit focus area includes a full analysis of the following elements:

  • Homepage - The homepage structure, design, carousels, personalization and promotions.

  • Category Taxonomy - The overall e-commerce category structure and taxonomy, incl. the common issue of “over-categorization”, information architecture, catalog breadth, category redundancy, overly deep or shallow categories, and industry-specific naming, etc.

  • Main Navigation - The main e-commerce navigation design, mega drop-down menus, product navigation and its visual hierarchy, courtesy non-product navigation, etc.

  • Intermediary Category Pages - How deep in the site hierarchy “Intermediary Category” pages are used (vs. using a product listing page), how the category pages are structured and what content they contain, incl. inspirational paths, featured products, and curated content, etc.

  • Product Lists - Overall category-based product listings layout, “grid” and “list” views, pagination, items per page, sorting design and filtering features, etc.

  • Site-Wide Layout - Site-wide layouts, footers, newsletter dialogs, ad positioning, and return policy links, etc.

  • Cross-Navigation & Selling - The ability to perform cross-navigation on category and product pages, incl. scope jumping, breadcrumbs, cross- and up-selling, and content sections, etc.

Search Experience (on-site search)
The type of search queries the search engine supports, what and how your product data is searched, the logic for your autocomplete suggestions, how users are guided in case of partial matches, “No results” pages, the layout and features of the search results page (including faceted search logic), etc.

The On-Site Search UX audit focus area includes a full analysis of the following elements:

  • Query Types - The level of compliance with 12 different overarching types of search queries that users make on e-commerce sites, all vital for your search engine to support (Exact, Product Type, Feature, Thematic, Relational, Compatibility, Symbol, Subjective, Symptom, Implicit, Non-Product, and Natural Language). How and what product data is actually searched.

  • Search Form & Logic - The design and behavior of the search field itself, query persistence, manual and automatic search scope selection, special characters, etc.

  • Autocomplete - How the autocomplete feature (“predictive search”) should be designed, the types of suggestions it should make, keyboard behavior support, suggesting scopes and products, etc.

  • Results Logic & Guidance - How to guide users toward better paths on the results page, including suggesting alternate queries, scopes, “No results” pages, misspellings, etc.

  • Results Layout - The layout and features of the search results page, such as dynamic list layouts, the search results information, search snippets, pagination, etc.

  • Results Filtering & Sorting - Filtering and sorting of search results, including essential filtering types, faceted search, the design and logic for long lists of filters, filter naming, dynamic sorting, etc.

Product Lists & Filtering
Design and usability of your category and search product listing pages, design and logic for all filtering and sorting tools, the list item design and information, etc.

The Product Lists, Filters, & Sorting UX audit focus area includes a full analysis of the following elements:

  • List Layout - The design and features of the overall layout of the product list, incl. “list” vs. “grid” layouts, product data consistency, post-processing vendor-supplied data, “responsive upscaling” of product lists, etc.

  • Loading Products - The loading pattern for new items loaded into the product list, number of products displayed by default, etc.

  • List Items: What Information to Include - The type and amount of product attributes to include in each list item, product variations in list items, user ratings averages in list items, etc.

  • List Items: What Information to Include - The type and amount of product attributes to include in each list item, product variations in list items, user ratings averages in list items, etc.

Product Details Pages
The design and usability of your entire product page implementation, including product images and videos, the image gallery UI, page features, “Add to Cart”, user reviews, etc.

The Product Page UX audit focus area includes a full analysis of the following elements:

  • Product Page Layouts - “Horizontal Tabs”, “Sticky TOCs”, “Collapsed Sections”, “One Long Page”, etc.

  • Product Image - How users inspect product images, the 7 different image types e-commerce sites need, number of images, etc.

  • Product Page Layout - Product page layouts: “Horizontal Tabs”, “Sticky TOCs”, “Collapsed Sections”, “One Long Page”, etc.

  • Image Gallery User Interface - Image gallery design, image navigation, methods of zoom, carousels, overlays, default image and size, etc.

  • Product Video & 360-Views - Product videos and interactive “360-View” features, incl. video content, structure, placement, and video player features.

  • The “Buy” Section - Design and position of elements such as “Add to Cart” button, prices & discounts, quantity field, “Out of Stock”, etc.

  • Shipping, Returns, & Gifting - Shipping and return information at the product page, “Free Shipping” tiers, gifting, and “Find in Store” features.

  • Product Variations - Selecting color and size variations, content across variations, product customizations and personalizations.

  • Product Description - Product information and descriptions, the type of content needed, text styling, sub-titles, product headlines, etc.

  • Product Specifications Sheet - Spec sheet layout, specs in tables vs. product descriptions, help features, post-processing of vendor data, etc.

  • User Reviews - User reviews, the review submission form, review filtering, sorting & navigation, rating distribution summaries, etc.

  • Auxiliary Content - Q&A, FAQs, product manuals, social media tools, and expert-generated content.

  • Cross-Sells & Cross-Navigation - Cross-sells design, placement, and logic, cross-navigation elements, “Recently Viewed Products”, etc.

The Checkout Process
The user experience of your entire checkout flow, including shopping cart, account selection, guest checkout, detailed form field usability, field labels, security concerns, shipping methods, payment methods and fields, wording of error messages, etc.

The Checkout UX audit focus area includes a full analysis of the following elements:

  • Shopping Cart & “Added to Cart” Behavior - Shopping cart design and quantity and save features, but also the page-response when users add products to the cart (drop-down cart, etc.)

  • Account Selection & Creation - Account selection designs and communication, guest checkout, “Delayed Account Creation”, social media accounts, password rules, etc.

  • Customer & Address Information - Privacy concerns, shipping addresses, billing addresses, international addresses, phone fields, address auto-detection techniques, etc.

  • Gifting Flow & Features - How to gift-mark orders, how the checkout should change for gifting, gifting feature design and microcopy, etc.

  • Shipping & Store Pickup - Shipping interface design and information hierarchy, shipping descriptions, order cut-off times, and “Free Shipping” tiers, along with omni-channel features such as Store Pickup, Store Availability, and Ship to Store

  • Payment Flow & Methods (incl. 3rd-Party) - The payment methods interface, how to integrate and display 3rd-party payment options, gift card redemption flows, international currencies, coupon codes, etc.

  • Credit Card Form - The credit card field design and its validation logic and formatting, along with the expiration date, security code, and cardholder name inputs, field sequence, card icons, and card type selection.

  • Order Review - Review step design, “Place Order” button placement, and necessary review data, along with its editing flow.

  • Order Confirmation & E-Mail (to the extent it’s possible to access this) - The information and actions needed on the order confirmation page, along with the order confirmation e-mail.

  • Checkout Page Design - Checkout process steps, “Enclosed Checkout” designs, order summary sidebars, and how to design and position the cart link in the site-wide header.

  • User Attention & Interactions - Load indicators, feedback on user actions, the use of overlays, feedback requests, introduction of site-specific features, and embedded content from 3rd parties.

  • Cross-Sells - Active vs. passive cross-selling, adapting cross-sells to user context, and pitfalls of specific placements and wording.

  • Form Design & Features - How to design and position the primary button, “Apply” buttons, minimizing form intimidation, multi-column layouts, tabbing flows, CAPTCHAs, back-button and enter-keystroke behavior.

  • Validation Errors & Data Persistence - How to design and position error messages, how to word them, and persisting data in non-secure and secure form fields, along with inline validation.

  • Address Validators - When address validations are necessary, “Force-Proceeding” through address validators, along with address validator design and logic.

  • Field Labels & Microcopy - Marking optional and required fields, field label position, tooltips, and optimizing microcopy and descriptions.

  • Field Design & Features - How to match the type of interface with the input type, drop-downs and radio button implementations, input masks and character restrictions, custom designed input fields, etc.

  • Default Values & Autocompletion - Intelligent form features, including inferred selections, pre-fills, auto-fills, and personalization of the checkout floW.

My Account
The design and usability of the ‘My Account’ section, such as ‘My Account’ navigation and dashboard, sign-in and password reset flows, updating stored credit card and address info, newsletter frequency and unsubscribe, etc.

The ‘My Account’ UX audit focus area includes a full analysis of the following elements:

  • ‘My Account’ Sign-In - Account sign in, including password reset and account lockouts, “Soft” sign in, automatic sign out, and where users should be sent after sign in.

  • ‘My Account’ Drop-Down - Placement of the “My Account” drop-down menu, account features to include, how the “My Account” drop-down should be structured and styled, personalization, and what “My Account” drop-down implementations should be avoided.

  • ‘My Account’ Dashboard - Providing paths to all ‘My Account’ features, highlighting recent orders, limiting ads, and using icons; dashboard designs that use a sidebar or ‘Cards’ for navigation.

  • ‘My Account’ Stored Addresses, Cards, and Newsletters - Credit card updating flow, default addresses, editing vs. adding a new address, newsletter frequency and ‘unsubscribe’, confirmations, and ‘Apply’ buttons.

Mobile Specific
In addition to auditing all of the above site elements on your mobile website, Baymard will also audit for mobile specific issues, such as how the interface handles users’ lack of page overview, touch interactions and hit areas for the main menu, mobile image zoom, mobile search , mobile touch keyboards, design deviations between mobile and desktop, etc.

The Mobile E-Commerce UX audit focus area includes a full analysis of the following elements:

  • Mobile Basics - Content and structure of mobile site vs. desktop site, size and spacing of of hit areas, multiple hit-areas within the same visual element, font-sizes, landscape mode, bugs and quirks vulnerable to the mobile platform, auto-zoom, etc.

  • Mobile Site Homepage & Main Navigation - Main navigation design and logic, double-hit area issues, homepage structure and design, auto-rotating carousels, etc.

  • Mobile Search - User’s crossover from category navigation to search, search scopes, misspellings and synonyms, search query support, “0 results” pages, Faceted Search filters, etc.

  • Mobile Product Lists - Styling and position of both “filter” and “Sort” options, sort types, “apply” buttons vs. auto-applying filtering values, th

  • Mobile Filtering & Sorting - Styling and position of both “filter” and “Sort” options, sort types, “apply” buttons vs. auto-applying filtering values, the display of applied filters, information scent, product status, filtering interface, etc.

  • Mobile Cross Navigation & Compatibility - Interlinking of compatibility-dependent products, cross-sells, list item consistency, etc.

  • Mobile Product Page Layouts - Product page structure, sub–product pages, collapsed product page sections, user reviews, “add to cart” button placement, “Store Pickup”, etc.

  • Product Images - Product image size, product image zoom levels, image ambiguity, touch gestures in the image gallery, etc.

  • Mobile Product Descriptions, Specs, & Compatibility - Division of product info between description and spec list, styling of product description, amount and level of specs included, product compatibility information and relationships, etc.

  • Mobile Shopping Cart - Cost estimates, number and placement of “checkout” buttons, saving mobile carts, picking up mobile carts on desktop devices, etc.

  • Mobile Checkout Steps - Account creation and guest checkout, shipping and billing addresses, shipping methods, “Store Pickup”, payment, order review, linear checkout flows, mobile process steps, etc.

  • Mobile Checkout UX - Optional vs. required fields, minimizing number of fields, form field label placement in smartphone portrait and landscape modes, inline labels, floating labels, grouping checkout info for mobile overview, field context, location detection, touch keyboard auto-correct, optimized keyboards, auto-capitalization, etc.