Global Sportswear Brand Builds Clearer UX Priorities With Baymard

A global sportswear brand uses Baymard to support research, design decisions, and alignment across markets.

The context and the challenge

The brand initially turned to Baymard when its internal research team was small.

• The team needed additional research capacity and an objective point of reference for deciding what to prioritize
• As projects and responsibilities changed, teams used the research to understand established UX approaches and compare them with their own experience
• Baymard also brought an external perspective into discussions where the design direction was still being debated

Putting research into practice

Using Baymard’s research helped the brand to develop clearer priorities by prioritizing critical issues and secondary improvements.

A structured app evaluation helped identify which usability gaps needed
attention first.

A shared foundation for global teams

The brand used Baymard's research to help build a common foundation of UX practices.

• Global teams shared this foundation and a toolkit that local markets could adapt to regional needs
• For individual projects, the team explored specific areas such as filters and navigation
• Recommendations provided a starting point for the team's own judgement and research

Turning an app review into clearer priorities

A researcher evaluated the brand's app against Baymard's guidelines.

The review highlighted smaller points of friction as well as more fundamental usability gaps, giving the team a structured view of where the experience needed attention.

The researcher described how this helped distinguish critical issues that might need earlier action from secondary improvements that could be addressed when the team had capacity.

The guidelines provided a practical framework for setting priorities.

More capacity for research and decisions

The team described time saving as a clear benefit; access to foundational research reduced work they would otherwise need to conduct themselves.

Baymard also supported stakeholder discussions by giving teams an external, research-backed basis for design choices.

The practical value was a stronger foundation for deciding where to focus, which issues to address first, and how to align teams around those choices.