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Luxury Goods
Luxury Goods UX Research
Explore how luxury shoppers discover collections and evaluate products online. Baymard’s luxury goods research considers the relationship between brand presentation and everyday shopping tasks, with guidelines and examples for navigation, product information, imagery and the journey from browsing to purchase.
Connect brand presentation with useful shopping information
A luxury site needs to communicate the character of a brand while helping people find and understand its products. The research examines those connected needs, showing how browsing, product information and practical details can support exploration without making familiar shopping tasks harder to complete.
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Key UX challenges for luxury goods
Finding products within a brand
Explore research on luxury browsing, search and filtering, and how familiar shopping paths help people locate products within an experience shaped by brand presentation.
Products shown in context
Use imagery that helps shoppers understand wearable products on people, adding useful information about scale and appearance alongside the brand’s visual presentation.
Detailed product information
Explain materials, dimensions and important product features clearly, so shoppers can evaluate the item itself as well as the story and imagery surrounding it.
Luxury goods research, in numbers
These figures describe the luxury goods research coverage, UX performance scores and example library.
400+
Luxury goods UX guidelines
3,500+
Luxury goods UX performance scores
2,500+
Luxury goods best-practice examples
Luxury Goods
The findings from Baymard’s large-scale provide you with 400+ UX guidelines relevant for Luxury Goods sites, along with 3,500+ UX performance scores and 2,500+ best practice examples from Luxury Goods sites.
The research includes luxury brand websites such as:Anine Bing, Bang & Olufsen, Chanel, Gucci, Jimmy Choo, Louis Vuitton, TAG Heuer, and Van Cleef & Arpels.
8 × Themes
How the luxury goods research was conducted
Baymard’s luxury goods collection applies research-based evaluation to brands whose sites serve both product shopping and brand exploration. Source coverage includes Chanel, Gucci, Jimmy Choo, Louis Vuitton, Bang & Olufsen and Van Cleef & Arpels. The research examines navigation, search, product listings, product information and mobile experiences across these different luxury categories.
Usability findings provide criteria for understanding common shopping difficulties, and manual benchmarking assesses how real sites address them. The resulting guidelines, scores and examples help teams consider functional needs alongside visual presentation. Findings also draw on wider ecommerce research. Teams can explore alternative implementations while planning an experience that supports both discovering a brand and evaluating its products.
Explore luxury goods UX benchmarks
Browse examples of luxury sites combining brand presentation with product discovery and evaluation. The benchmark helps teams compare real implementations across the customer journey. A demo can show how those examples relate to the research criteria and supporting guidance.
How teams use Baymard’s research
Testimonials
“The Baymard reports have proven to be an invaluable resource for us. Comprehensive, pragmatic and actionable. We have redesigned our checkout process and made changes to our category pages based on usability guidelines in the reports.”
Testimonials
“My team loves Baymard Premium and it has become a valuable tool for us. We consult with a number of large brands and manage their eComm (both DTC and eRetail) and your data is amazing, it gives us all the testing data without having to run the tests ourselves. Our clients appreciate us having the depth of knowledge Baymard provides, we’ve used Baymard data multiple times to defend our recommendations and to inform our designs.”
Looking for an expert review of your site?
Baymard’s Luxury goods UX Audit applies the research to your site through an expert review with prioritized recommendations.
See the luxury goods research in action
Book a demo to explore the guidelines, examples and benchmarks relevant to your luxury goods customer experience.