Testimonials
“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.”
Telco
Telco UX Research
Explore how people choose mobile plans, understand network information and compare devices online. Baymard’s telco research brings together usability findings, guidelines and provider benchmarks to help teams explain complex offers and support the journey from evaluating a plan to completing a purchase.
Make plans, devices and coverage easier to evaluate
Telco shoppers must connect several pieces of information: the device, the plan, its conditions and the service they can expect. Use industry research to explain technical details, present meaningful comparisons and keep important information available as people move from exploring an offer to purchasing it.
Key UX challenges for telco
Explain plan details and conditions
Help shoppers understand technical terms, plan features and pricing before they commit, using findings from testing how people compare mobile service offers online.
Make network information useful
Coverage information needs to answer a practical question about service availability. Explore telco findings on presenting network maps and explaining the information they contain.
Connect device and plan decisions
Explore current provider examples across device selection, product information and checkout to understand how telco sites support the decisions involved in buying a mobile service.
Telco research, in numbers
The current telco research library combines guidelines with provider performance scores and best practice examples.
500+
Telco UX guidelines
3,100+
Industry UX performance scores
2,400+
Industry best practice examples
Telco
The findings from Baymard's large-scale testing of telco sites provide you with 500+ UX guidelines, along with 3,100+ UX performance scores and 2,400+ best practice examples from telco sites.
The UX research cover most aspects of the telco experience, at both a high level of general user behavior as well as a more granular level of specific issues users are likely to encounter.
The research includes telco websites such as:T-Mobile, US Cellular, AT&T, Verizon, Optimum, Visible,
10 × Themes
Research into mobile plan and device shopping
Baymard’s 2025 telco study involved more than 3,500 hours of research across 16 US and UK websites. Testing examined how people interpreted plan information, evaluated devices and network details, and moved through the purchase journey. These observations reveal where unfamiliar terminology and complex offers create difficulties for shoppers.
A separate 2026 benchmark examines seven telco provider websites, connecting the research with concrete implementations. The broader telco library includes guidance for navigation, plan comparison, device information, checkout and account interactions. Teams can use the guidelines and examples together to assess a design decision, understand the user need behind it and compare ways to explain the offer.
Explore telco provider UX examples
Browse telco case studies to compare how providers present plans, devices and purchase flows. Use the examples to make design discussions specific, and book a demo to see how the research connects provider implementations with the needs observed in testing.
How teams use Baymard’s research
Testimonials
“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!”
Testimonials
Rejoiner
“I wanted to write you a note to tell you how much I’ve gotten out of the Usability Benchmark I bought this Summer. We often get asked to for help with checkout usability and I often refer people your way. Keep up the great work!”
Looking for an expert review of your site?
A telco UX audit applies the research to your website through an expert review of plan, device and purchase journeys.
See the telco research in action
Book a demo to explore evidence for clearer mobile plans, device choices and purchase journeys.