We took a quick look at Armani's online shopping experience
From product discovery to checkout, a few things stood out that may be worth exploring further.
The observations below are based on Baymard's ecommerce UX research and fashion industry benchmarks.
“Having Baymard is like having access to a magical UX super power. I can't believe how helpful and easy to use it is, given the vast array of tools and information they provide!”
Checkout - Mark Both Required and Optional Fields
When forms don’t clearly show which fields are required, shoppers have to guess. That slows them down, creates avoidable errors, and adds friction at one of the most sensitive points in checkout.
We identified an opportunity to make checkout forms clearer and easier to complete, helping shoppers move through the purchase flow with fewer interruptions.
On-site Search - Support Keyword Query Suggestions within Autocomplete
When autocomplete suggestions are missing, search feels less responsive and shoppers have to work harder to continue. Some will finish typing manually, but others will abandon search and switch paths entirely.
We identified an opportunity to make search feel faster and more intuitive, helping shoppers move from intent to relevant results with less friction.
PDPs - Always Make the Default Thumbnail for Apparel Products a “Human Model” Thumbnail
When browsing apparel, shoppers often rely on product thumbnails to quickly evaluate style, fit, and appearance. Thumbnails that don't clearly show how a product looks when worn can make comparison more difficult and slow product discovery.
We identified an opportunity to improve product exploration and help shoppers evaluate products more confidently directly from the product list.
“Intelligent, consumer-focused insights that are clear and actionable. The team in the room really loved the way the Baymard Institute highlighted the optimizations in the various user experience elements (copy, layout, design, calls-to-action…), from the perspective of consumer struggles. Baymard’s Usability research really complements our other existing research tools.”
How leading fashion ecommerce teams approach these challenges
High-performing ecommerce teams typically combine multiple sources of insight when improving customer experiences:
- UX research
- Industry benchmarking
- Competitive analysis
- Design pattern libraries
- Team training and enablement
- Expert guidance when needed
The goal is not simply identifying issues, but building confidence in which improvements will have the greatest impact.
Find the UX issues costing your team conversions
The opportunity is bigger than these three findings.
Speak to a Baymard expert to uncover where friction is limiting product discovery, weakening purchase confidence, and slowing shoppers down before checkout. We’ll show how Baymard’s research and benchmarks help your team prioritize the improvements with the greatest commercial impact.
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