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
Poor
Mediocre
Acceptable
Decent
Good

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

Autocomplete

7 Guidelines

Query Types

5 Guidelines

Design & Logic

9 Guidelines

App - Product List

41 Guidelines

Product List Layout & Features

12 Guidelines

Filtering

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

Payment

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

FREE RESEARCH CONTENT

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.

Homepage
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

Cart
10 Examples

Account
8 Examples

Shipping Address
11 Examples

Shipping Method
9 Examples

Billing Details
9 Examples

Payment
19 Examples

Account Dashboard
10 Examples

Orders Overview
10 Examples

Order Tracking Page
7 Examples

Browse all design examples



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

PAID RESEARCH CONTENT

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 83,000+ best practice examples and 119,000+ 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

IN-DEPTH REVIEW OF YOUR APP’S UX PERFORMANCE

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


What Our Clients are Saying

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“I wanted to begin by saying how incredibly impressed I have been all this week with both the degree/depth of content shared on UX/UI best practices for eCommerce experiences as well as specifically your presentation skills. This has by far been one of the most valuable conferences/workshops I have ever attended in my professional career.

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“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.

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“Baymard's training provides the proper language and sound evidence to understand what it mean to create a truly usable interface in the ecommerce business.

Integer Logo

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TaylorMade Golf Logo

“Every day of the training was accompanied by a list of discoveries that I could directly design solutions for into my site. I was able to bring these designed solutions home with me and kickoff multiple optimization projects that I am confident will affect the site in a positive way, both in usability and conversion. Being able to have Christian and Lauryn from Baymard Institute look over my shoulder and give me feedback and direction based on the 28,000 hours of independent research that their organization has done was incredibly helpful.

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John Lewis Logo

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Office Depot Logo

“Baymard has been a great resource in helping us improve the customer experience. We are continually applying these best practices to our sites.

Shopify Logo

“We've received some awesome feedback from our Merchant Success team as well as our merchants about all of the UX Audits we've had thus far with Baymard. Thank you so much to you and your team for all of your hard work. The pilot with Baymard has been going fantastic and I'm really excited with all that we're learning! You have an amazing platform, team and super helpful data base for us to work with.

Best Secret GmbH Logo

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Columbia Sportswear Logo

“This was indeed very helpful guidance and a very well-documented roadmap for us to fix, validate, organize, collectively understand and continually improve our ecommerce foundation.

V-ZUG Logo

“Thanks for this audit and your good work. This was exactly what I was aiming for. Also thanks for the very, very professional presentation, and answering all our countless questions. Very good work.

Ōura Ring Logo

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Etsy Logo

“Thank you. This was an excellent piece of work: professional, thorough, and actionable for the team. We're very happy with the work Baymard has done for us so far, and I hope we'll have the chance to work together again on future projects.

Jarden Consumer Solutions Logo

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Zenbooth Logo

“I just wanted to thank you guys for all of the time that you've put into this, and for a great presentation. We don't have anyone at the company that has formal UX/UI experience, so being able to tap into Baymard's resources/expertise is an immediate win for us. Some of the things you pointed out, we've already identified as areas for improvement (which was validating), but a lot of the recommendations are things that we hadn't identified and are for the most part immediately actionable.

prAna Logo

“Wanted to thank you again for the checkout audit and walking us through the process. It was super helpful and we can't wait to apply the changes to our checkout for a better user experience.

Kohl’s Logo

“I really like the work Baymard Institute does around usability. Their articles often get my Ecom gears turning.

Nutrisystem Logo

“The recommendations in our Checkout Usability Audit were awesome - well prioritized, actionable and helped us focus on what to optimize. This audit, along with the e-Commerce Usability Reports & Benchmark Databases, are my go-to resources for thorough, insightful information. Thank you!

Keurig Green Mountain Logo

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Wrench Inc. Logo

“Baymard has helped so much: UX was a brand new role at my company when I was hired. I was researching, planning, and designing UX & UI for 5 different products, all by myself. After showing real-world, bottom-line results from a UX centered approach to our products, we have expanded our UX team and greatly improved our UX-to-product process. Baymard's research database was a critical component to my (and my company's) success. Thank you!

Patch.Garden Logo

“Baymard’s UX for ecommerce workshop is an intense week of data-driven, applied research which will give you the tools and insight to vastly improve your ecommerce user experience and sales performance. Having attended this course with the intent to make informed designs and decisions when revising the core areas of our website this year, my confidence has increased threefold. Christian demonstrated a deep understanding of the subject areas covered and great expertise while conducting this training which allowed for personalised guidance towards real world projects which is invaluable.

Boxed Logo

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Hallmark Logo

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StickerMule.com Logo

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SiteOne Landscape Supply Logo

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Microchip Logo

“A great presentation, and the results were very eye-opening. It's really helpful.

Kingfisher PLC Logo

“The Baymard E-commerce Usability reports have proven to be a valuable resource for UX teams within our organisation both at group and operating company level. The reports contain precise, actionable insights and recommendations which are backed up by extensive research and data. The severity and frequency ratings have helped our development teams to prioritise which areas to improve first. The most recent improvements we’ve recommended from the Ecommerce Search report have been extremely well received by senior stakeholders and have already been fed into the backlog.

Overstock Inc. Logo

“Thanks again for the great work on our checkout project. Our whole group found it incredibly insightful. We’re applying the suggestions you provided to our new checkout design which launches at the end of the month! One of my colleagues was also interested in your group’s competitive expertise with regard to responsive web and native apps.

B&H Photo & Electronics Corp. Logo

“I can confirm that the list was fully implemented. Every time we put up a change we either A/B test or we watch it very closely to determine that it's doing better and not the opposite. So I can confirm that these fixes have improved our checkout. Thanks for everything.

Clicktale Logo

“Some time ago we purchased the Ecommerce Homepage & Category report - the research and insights are extremely useful to us and help us a lot in our work!

Author of 'Don't Make Me Think' Logo

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Belk Logo

“I can not tell you how much help your benchmark studies have been for our company, e-commerce and UX teams. We have used and continue to use these reports for baseline benchmarks as we build test protocols or eye tracking scripts etc. in lab.

ClickBank Logo

“It is immensely valuable having a thorough, independent study to help validate my work and in particular, help facilitate buy-off from stakeholders. Baymard has quickly become one of my most trusted resources for the UX/UI field.

Smashing Magazine Logo

“This is very, very useful! Let me check what we can do to improve the usability in the Smashing Shop.

S3 Stores Logo

“We implemented “E-Commerce Checkout Usability” guide for all our stores and saw doubling of checkout conversion rates. We will soon work on implementation of other usability guidelines. Thank you Christian and Jamie for your excellent work!

Hallmark Cards, Inc. Logo

“The walkthrough today was great. The report was very, very well done and loaded with great opportunities for us to improve our business. I wanted to again express my appreciation for working with us on such a condensed time frame last month. You and your team have been amazing partners to us and we very much appreciate the work, expertise and partnership.

Carnival Cruise Lines Logo

“We like what we are reviewing from the audit - great analysis and feedback.

n11.com Logo

“We have worked with a number of third party companies before on various projects/audits, and I can certainly say that working with Baymard was not only a pleasure; but you delivered on time; to the level of depth we wanted; addressing important issues; and answering all our questions; and you did all this for a great price. A big THANK YOU on behalf of N11.

Elastic Path Logo

“Baymard’s real-user research is invaluable for ecommerce marketers. It leaves no stone unturned, and with the guideline checklists provided, you’ll be well equipped to optimize your mobile presence.

Room & Board Logo

“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.

@digital_darts

“The Baymard Institute have some seriously good reports on ecommerce usability, design, and best practices: http://t.co/cuxO3VwiVe

IATV Logo

“Worth every dollar. It’s well done, good looking and simply very useful.

iProspect Logo

“I love the information that you guys provide and have bought a couple of reports. Love them.

Purch Logo

“Really good rundown on all these thing. I definitely think we got a lot of value out of it, and we’re excited to get it all in and do some A/B testing on this.

RepairClinic.com Logo

“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.

Solutionists Logo

“This is without a doubt the most important eCommerce training I’ve ever done. Knowing the right approach for converting the average user puts us massively ahead of the competition.

Fast Growing Trees Logo

“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.

@aquazie

“after benchmarking checkouts for a couple of hours last week... this resource is magical http://t.co/ISKOfyGE

Dekode Logo

“Truly a great learning experience about almost every aspect of eCommerce and the steps you need to take to improve the shopping experience for your users. Everyone working with eCommerce should attend this course. Absolutely worth the investment!

Bed Bath & Beyond Logo

“Absolutely superb training! I'm genuinely impressed with how much I learned in 5 days. I would highly recommend this training to anyone who wants to learn how to create state of art e-commerce user experiences.

Author of 'Feed A Starving Crowd' Logo

“We implemented these guidelines on a client's website and our e-commerce conversion rate increased 18.7% across the board. Most importantly out mobile conversions increased from 0.89% to 1.9% – we doubled our mobile revenue.

Apptus Logo

“We've been consuming the Baymard Institute reports for a while but the in-house workshop was really the thing that connected all the dots around ecommerce UX together for us. Now our entire team has a common base of understanding, a language, and clear quantified evidence of the importance of common UX guidelines and pitfalls. Reading a report is one thing but actually forcing yourself to apply findings on a real world case was the greatest takeaway from the workshop. UX is often an tricky science subject to a lot of emotional bias and gut feeling. Not so much anymore.

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“A big thanks to you and the Baymard team for such an informative and valuable session. The Ace Hardware team truly appreciated the Baymard teams feedback, diligence and the overall presentation. We are looking forward to using the excellent information provided to improve the acehardware.com user journey.

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“I just wanted to let you know that I think your site is the best thousand bucks I've ever spent. I wish I found you years ago.


Test Methodology

This UX research on native mobile app sites is part of Baymard Institute’s full 71,000+ hours of large scale research catalog, which is based on:

  • Usability Testing: 12 rounds of qualitative usability testing with 1,900+ test subject/site sessions following the "Think Aloud" protocol (mainly in-person 1:1 moderated lab usability testing).
  • Manual benchmarking: 27 rounds of benchmarking the world’s 93 top-grossing e-commerce sites across 550+ UX guidelines (83,000+ implementation examples and 119,000+ 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.