Tom Potter
Tom Potter graduated Baymard’s 75-hour ‘Tier 2: UX Professional’ degree in 2020, testifying deep knowledge of Baymard’s UX research findings.
The ‘Tier 2: UX Professional’ degree is Baymard’s mid-level UX training program, covering 60% of the core findings from Baymard’s large-scale research. The degree provides the broad UX knowledge required to identify the most impactful UX issues on a given website and to build user experiences that will perform great with end users.
Exams Passed (6)
This is not a “get a certificate for showing up” training program — trainees must pass 6 challenging UX exams to acquire certification, each of which require significant study of Baymard’s UX research findings.
Product Lists & Filtering: UX Professional
Deep knowledge of how sites can improve users’ ability to find, evaluate and select just a handful of products relevant to their needs from the hundreds of products shown on the product listing page. The findings apply to both category-based and search-results-based listing pages.
Accounts & Self-Service: UX Professional
Deep knowledge of how users access and interact with account and self-service pages, including how the types of account features provided and their discoverability and ease of use impact users’ ability to locate desired information and effectively manage their accounts.
Cart & Checkout: UX Professional
Deep knowledge of all the things that can go wrong in the last stage of the user’s purchasing cycle “from cart to completed order” and how to design a checkout that causes as few needless abandonments as possible.
Product Page: UX Professional
Deep knowledge of how users interpret and interact with product pages, including how different types of page layouts and features and the product images, specs, and descriptions impact users’ product evaluation and purchasing decisions.
On-Site Search: UX Professional
Deep knowledge of what users expect as they perform searches on ecommerce sites, what typically goes wrong in the process, why it goes wrong, and exactly what changes to make to avoid these issues. It covers search logic, search field design, autocomplete, and the results page.
Homepage & Category: UX Professional
Deep knowledge of how users perceive your homepage, interpret category taxonomies, interact with the main navigation, and rely on intermediary category pages — all with the intent of arriving at the list of products that matches what they are looking for.
Certification
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