Industry UX Research

Native Mobile Apps UX Research

A large-scale research study on how to optimize the User Experience for Native Mobile App users

At Baymard Institute we have a whole research topic devoted to online shopping UX and usability specifically on native mobile apps.

Through more than 1,000 hours of large scale Mobile App UX research, we’ve identified 340+ in-depth User Experience guidelines that are particularly important to native mobile apps

This mobile apps UX research is based on more than 200 qualitative subject/app usability test sessions following the “Think Aloud” protocol (1:1 remote moderated testing).

The test apps were chosen to reflect the apps provided by leading sites in the apparel (e.g., ASOS and Banana Republic), mass merchant (e.g., Amazon & Walmart), home & hardware (e.g., Home Depot and Lowe’s), and beauty (e.g., Sephora and Ulta) industries. During testing the subjects encountered 900+ usability issues on the mobile Apps, that have subsequently been analyzed and distilled into the UX design guidelines.

This page provides you a brief overview of Baymard’s ‘mobile app’ UX research. Full access to all of our mobile app UX research is available as part of Baymard Premium.

Mobile App UX Performance

Benchmark UX Performances

Mobile App UX Performance

205 Guidelines

App - Homepage

4 Guidelines

App - Main Navigation & Categories

13 Guidelines

Main Navigation

4 Guidelines

Category Taxonomy

5 Guidelines

Category Pages

4 Guidelines

App - On-Site Search

21 Guidelines


7 Guidelines

Query Types

5 Guidelines

Design & Logic

9 Guidelines

App - Product List

41 Guidelines

Product List Layout & Features

12 Guidelines


14 Guidelines

List Item Content

15 Guidelines

App - Product Pages

41 Guidelines

Product Page Layout

3 Guidelines

Product Images

16 Guidelines

Product Descriptions

5 Guidelines

Cross-Sells & Cross-Navigation

6 Guidelines

User Reviews

11 Guidelines

App - Cart and Checkout

42 Guidelines

Shopping Cart

3 Guidelines

Account Selection & Creation

3 Guidelines

User Info

7 Guidelines

Shipping & Store Pickup

8 Guidelines

Gifting Flow & Features

4 Guidelines


10 Guidelines

Order Review & Confirmation

7 Guidelines

App - Forms & Form Fields

24 Guidelines

Form Fields

10 Guidelines

Field Validation

6 Guidelines

Input Optimization

8 Guidelines

App - Site-Wide Features & Elements

11 Guidelines

App - Accounts & Self-Service

8 Guidelines

10 E-Commerce Apps
What’s This?

We’ve conducted an UX benchmark assessing 10 mobile apps across 200+ of the mobile app UX guidelines. You can view the mobile app UX performances in the graph above, which summarizes 2,000+ weighted UX performance scores.

You can expand each theme and topic in the graph above for an in-depth view of the ‘current state’ of mobile app UX performances. (scroll down to access the in-depth case-studies for each of the apps)

Explore our general UX benchmark with 80 case-studies

Explore UX Benchmark

220 Categorized Mobile App Designs


Explore design patterns across 220 examples of mobile app designs and features, all annotated and organized into 21 different page types. This is a great way to get inspiration and to get a feel for emerging trends in native mobile app design.

10 Examples

Navigation Menu
20 Examples

Category Page
7 Examples

Product List
10 Examples

Filtering Options
10 Examples

Search Field
65 Examples

Search Autocomplete
10 Examples

Search Results
10 Examples

Product Page
10 Examples

10 Examples

8 Examples

Shipping Address
11 Examples

Shipping Method
9 Examples

Billing Details
9 Examples

19 Examples

Account Dashboard
10 Examples

Orders Overview
10 Examples

Order Tracking Page
7 Examples

Browse all design examples

10 Mobile App UX Case-Studies

You can explore our in-depth UX case-studies of the below mobile apps. In total these contain 2,000+ UX performance scores and 1,600+ best practice examples from mobile apps.

Articles on ‘Native Mobile App’ UX


We’ve released a small subset of the 500+ Premium UX research applicable for Native Mobile Apps for free in these articles:

Online Grocery UX: 5 High-Level UX Takeaways from 1,100 Hours of Testing Leading Grocery Websites

January 11, 2022

Combine Variations of Products into One List Item (12% Don’t)

September 7, 2021

Offer Relevant Autocomplete Suggestions for Closely Misspelled Search Terms and Queries (69% Don’t)

August 31, 2021

Always Provide the Full Scope for Links on Mobile Homepages (58% Don’t)

August 3, 2021

17 Common UX Pitfalls Telco Websites Suffer From

July 27, 2021

12 Common UX Pitfalls ‘Online Grocery’ E-Commerce Sites Suffer From

July 20, 2021

New UX Research Study on Native Mobile Apps (incl. app usage rates)

June 15, 2021

Always Provide a Submit Button Adjacent to the Search Field on Mobile (21% Don’t)

June 1, 2021

Always Sort Product Lists by Diversity-Based “Relevance” (24% Don’t)

May 5, 2021

Allow Sorting by “Price”, “User Rating”, “Best-Selling”, and “Newest” (64% Don’t Allow All 4)

April 20, 2021

Mobile UX Trends: The Current State of Mobile UX (18 Common Pitfalls & Best Practices)

April 7, 2021

10% of E-Commerce Sites Have Product Descriptions That Are Insufficient for Users’ Needs

March 9, 2021

Always Persist Users’ Search Queries (37% Don’t)

February 23, 2021

Understanding Mobile E-Commerce UX: 5 Overarching Issues

January 26, 2021

Return Users to the Same Place in the Product List When Returning from the Product Page (13% Don’t)

November 17, 2020

Mobile UX: Avoid Using Subpages within the Product Details Page (26% Don’t)

November 2, 2020

Always Use Thumbnails to Represent Additional Product Images (76% of Mobile Sites Don’t)

October 20, 2020

6 Important Aspects of Well-Performing Mobile Product Page Breadcrumbs

September 21, 2020

When & How to Implement Interactive Swatches on Mobile Product Listing Pages

December 10, 2019

Filter List Design: Have Filters for All Displayed List Item Info (38% Don’t)

September 17, 2019

Get Full Access to our ‘Mobile App’ UX Research with Baymard Premium


With Baymard Premium you get access to 340+ UX guidelines relevant for mobile apps, along with 2,000+ UX performance scores and 1,600+ best practice examples from native mobile apps. On top of this you also get access to 92,000+ best practice examples and 145,000+ UX performance scores from other platforms and industries - sometimes the best inspiration comes from outside your own industry.

Learn more about Baymard Premium access

App UX Audit


If you don’t want to read all of the research findings, but “just want the results”, then have Baymard’s team of researchers audit your mobile app (and/or mobile & desktop website).

The audit provides you with a detailed external review of your app’s UX performance across 200+ app UX elements, as well as a detailed UX performance comparison against 10 leading mobile apps. The UX audit provides you with 20 prioritized suggestions for UX improvements to your app, each with best-practice implementation examples from other mobile app.

Learn more about Mobile App UX audit

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“The Baymard Institute have some seriously good reports on ecommerce usability, design, and best practices:


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“We implemented the majority of your checkout recommendations and a/b tested most of them, in every instance your recommendation provided the catalyst for us to make an improvement. Your approach and methodology has proven itself to be valuable. Now, when a new report comes out from your office we just buy it right away.

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“We implemented this [1 of the 15 audit suggestions] and since then we’ve had a 20% increase in warranties added and a pretty healthy average order increase because of that. That was a great suggestion, it hit our bottom line immediately.


“after benchmarking checkouts for a couple of hours last week… this resource is magical

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Test Methodology

This UX research on native mobile app sites is part of Baymard Institute’s full 78,000+ hours of large scale research catalog, which is based on:

  • Usability Testing: 18 rounds of qualitative usability testing with 2,700+ test subject/site sessions following the "Think Aloud" protocol (mainly in-person 1:1 moderated lab usability testing).
  • Manual benchmarking: 31 rounds of benchmarking the world’s 123 top-grossing e-commerce sites across 600+ UX guidelines (92,000+ implementation examples and 145,000+ UX performance scores).
  • In-lab eye-tracking testing.
  • Quantitative studies: 9 studies with a total of 14,453 participants.

Baymard’s research methodology is described in detail here.