E-Commerce UX Training

5 full-day workshops of in-person training with tangible results

Get the insights required for creating a state-of-the-art e-commerce user experience by attending Baymard Institute’s 5 full-day UX training workshops.

In these 5 days Baymard’s senior UX researchers will share the findings from Baymard’s 32,000 hours of large-scale e-commerce UX research, and experience working with clients like Etsy, Office Depot, Sears, Nike, John Lewis, Carnival, T-Mobile, Overstock, North Face, etc.

There are 5 different topics for each of the 5 individual workshop days, covering the full e-commerce experience: Homepage & Category Navigation, On-Site Search, Product Pages, Checkout, and Mobile E-Commerce.

The UX training will be “hands-on” with you working on applying all the research insights to your own site (or a client’s) – giving you tangible design changes to bring back home.

Passing an optional set of exams will also earn you a UX certification: ‘Certified E-Commerce UX Professional by Baymard Institute’.

Capital One Logo

“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.

E-Commerce UX Optimization Training

In the 5 workshop days we will work through all core aspects of e-commerce UX. User experience and conversion optimization within e-commerce is no longer just about “3-5 big fixes”, but often requires about 30-100 smaller changes to get the overall UX design and flow just right. In fact, our research has identified 550+ specific site elements and interactions that impact the e-commerce user experience.

Note that at these workshops we will not work with “fun ideas & inspiration found at various places on the internet” but only work with verified design patterns that have consistently shown to perform well during years of usability testing of the world’s leading e-commerce sites.

The 5 UX Training Topics & Workshop Days

The 5 different workshop topics each represent a core pillar of the user’s online shopping experience. It’s up to you if you want to participate in just some or all 5 workshop days:

  1. Homepage & Category Navigation (Day 1): design of the homepage, the main navigation, drop-down menus, category and sub-category pages, the overall site taxonomy, site-wide navigation, product listing pages, filtering and sorting tools, list item design, etc. (see the full topic list)
  2. On-Site Search Experience (Day 2): how users construct product-related search queries, the type of search queries supported by the search engine, how product data is searched, predictive autocomplete suggestions, user guidance on partial matches, “No results” pages, search result layouts and features, faceted search logic, etc. (see the full topic list)
  3. Product Pages (Day 3): the design and usability of product page layouts, product descriptions, product variations, image gallery UIs, product image types, the “Add to Cart” button and its logic, customer reviews, cross- and up-sells, cross-navigation, etc. (see the full topic list)
  4. Checkout Process (Day 4): the entire checkout flow, including account creation, guest checkout, all form fields, field descriptions and labels, shipping methods, 3rd party payment methods, credit card fields, error messages, order reviews, accordion checkouts, number of steps and their sequence, etc. (see the full topic list)
  5. Mobile E-Commerce (Day 5): how to design a user-friendly mobile e-commerce experience, mobile-specific limitations and optimizations, main navigation design for mobile, requirements for mobile product listing designs, product details pages, cart, checkout flow, landscape mode, responsive site deviations from desktop, etc. (see the full topic list)

Full Topic List for Day 1: Homepage & Category Navigation

Each workshop day begins at 9AM and ends at 5PM.

Intro

  • How users browse for products on e-commerce sites.
  • Users product findings strategy: navigation vs search, and switching between the two.

Module 1: Homepage Design

  • Homepage structure and design,
  • Manual and auto rotating carousels, hero images and promotions.
  • Homepage personalization,
  • Inline navigation on the homepage
  • Hands-on session: applying the research findings to your homepage design.

Module 2: Category Taxonomy

  • Well and poorly performing e-commerce category structures,
  • Resolving issues with categories vs. filters, overly broad or narrow categories, information architecture, catalog breadth, and category naming
  • A process for re-categorizing e-commerce category taxonomies and hierarchies.
  • Hands-on session: auditing your current category taxonomy to identify issues with over- and under-categorizations, redundancy and overlap, etc.

Module 3: Main Navigation

  • E-commerce navigation design, incl. 1., 2. and 3. Levels of main navigation
  • Design and logic needed for mega drop-down menus,
  • Establishing a visual hierarchy
  • Product navigation vs. courtesy navigation and auxiliary site content
  • The issues of “content silos” (better integrating blogs, buying guides, video channels).
  • Hands-on session: applying the research findings to your main navigation design.

Module 4: Intermediary Category Pages

  • How intermediary category pages are utilized by users; the step in between main nav. And product lists
  • How powerful Intermediary Category Pages utilize category thumbnails, sub-sub-category links,
  • How to use the Intermediary Category Pages for inspirational paths, featured products, and curated content
  • Hands-on session: applying the research findings to your Intermediary Category Page designs.

Module 5: Product Lists

  • Product list navigation: pagination, endless scrolling, load more, items per page,
  • Sorting design and filtering features, design and logic,
  • High-performing list item designs; thumbnail size, product titles, product variation indicator, more images, review snippets, displaying price, hit areas, etc.
  • Hands-on session: applying the research findings to your product list, filtering and sorting designs.

Wrap Up session for Homepage & Category Navigation UX

(Attending this workshop day also includes a full access license to Baymard’s ‘Homepage & Category Usability’ report & benchmark, normally priced at $200, as we’ll use it for the course material).

Full Topic List for Day 2: On-Site Search Experience

Each workshop day begins at 9AM and ends at 5PM.

Intro

  • The search UX challenge; bridging technology and user’s intent
  • Users product findings strategy: navigation vs search, and switching between the two.

Module 1: Users’ Query Types

  • Understanding how users construct their search queries and what they think when they combine keywords
  • The 12 conceptual types of search queries users perform at e-commerce sites
  • What type of product data the search engine must search through
  • Hands-on session: auditing your search engine logic to determine how it handles each of the 12 search query types that users perform.

Module 2: Search Form & Logic

  • The search field design and matching it’s prominence to the site-specific prominence.
  • Persisting users’ search queries and settings, and when to deliberately clear it.
  • Supporting special characters and copy/pasted search queries.
  • The best design and logic for both manual and automatic search scopes.
  • Hands-on session: applying the research findings to the design and logic of your search field.

Module 3: Autocomplete Suggestions

  • How users reply on the predictive autocomplete suggestions, and how it alter their search behavior.
  • The differences between suggestion search queries, scoped search queries, categories, and actual products.
  • How the auto-complete design impacts it’s usage.
  • Users’ keyboard inputs that the autocomplete must support.
  • Hands-on session: applying the research findings to rework the autocomplete design and logic.

Module 4: Results Logic & Guidance

  • When to auto-direct certain search queries to categories vs just suggesting them.
  • When to nudge or suggest alternative queries and paths.
  • High-performing “no results” pages.
  • Hands-on session: applying the research findings to your user guidance experience.

Module 5: Search Results Layout

  • When to use list-views, when to use grid-views, and when to auto-switch between the two.
  • List item design and info to include for each search result.
  • Using contextual search snippets.
  • The best loading schema to use for long lists of results.
  • Hands-on session: applying the research findings to your search results design.

Module 6: Search Filtering & Sorting

  • How to make faceted search filters align with user expectations.
  • How to design the search filtering interface to account for the high fluctuation in number of filtering options available.
  • How to avoid unscoped searches break users’ behavior for the sorting tool.
  • Experimental feature: “faceted sorting”.
  • What sequence to display filtering types and values in.
  • Hands-on session: applying the research findings to your search filtering and sorting design.

Wrap Up session for On-Site Search UX

(Attending this workshop day also includes a full access license to Baymard’s ‘Search Usability’ report & benchmark, normally priced at $200, as we’ll use this study as part of the course material).

Full Topic List for Day 3: Product Pages

Each workshop day begins at 9AM and ends at 5PM.

Intro

  • How and when users rely on product details pages in their product exploration process.
  • The dilemma of having one single template to represent a catalog of thousands of different products.

Module 1: Product Page Layout

  • How industry impact and doesn’t impact the choice of product page layout.
  • Choosing among the 2.5 PDP layouts verified to perform well, and avoid the 1.5 other layouts.
  • Layout elements we’ll cover are: one long page, tabbed designs, truncated sections, collapsed sections, ‘Sticky TOC’ layouts, etc.
  • Hands-on session: tweaking or redesigning your overall PDP layout and navigational concept.

Module 2: Product Images & the Image Gallery UI

  • How users perform visual product inspections, and the 6 product image types e-commerce sites needed.
  • How to address the resource limitations of expensive product visuals with selling tens of thousands of products.
  • Image gallery size and features.
  • Using hover vs. click-based zoom.
  • Hands-on session: auditing the image types served on your product pages, and applying the research findings to your image gallery UI.

Module 3: The ‘Buy’ Section

  • ‘Add to Cart’ button design and placement.
  • Matching ‘Out of Stock’ and ‘Discontinued’ products with users’ expectations.
  • Styling and placement of product price.
  • Quantity fields on the product page.
  • Hands-on session: applying the research findings to your ‘Buy’ section design.

Module 4: Product Variations

  • The underpinning e-commerce structure needed for product variations.
  • How product variations can erode the product content and users’ product page experience.
  • Selection UI for color and size sections.
  • How to handle customizable and personalized products.
  • Hands-on session: scrutinizing your product variations implementations and selector designs.

Module 5: Product Descriptions & Spec Sheet

  • Designing the product descriptions to be more engaging, incl. “Product Highlights”.
  • The use of product headlines, and page sub-titles.
  • Designing scannable and understandable spec-sheets.
  • Hands-on session: applying the research findings to the structure and design of your product descriptions and spec sheets.

Module 6: User Reviews

  • Collecting more reviews through optimized review submission forms.
  • Balancing privacy and more review data.
  • The features and placement of rating distribution breakdowns.
  • Filter types needed, and not needed for review (incl. star-, keyword- and demographic- filters).
  • The navigational design for user reviews.
  • Q&A features and strategies.
  • Hands-on session: applying the research findings to your user review design and strategy.

Module 7: Cross-Sells

  • Users’ unique usage and requirements for cross-sells for alternative products.
  • Users’ unique usage and requirements for cross-sells for supplementary products.
  • When to include extra informations, buy buttons, a parent navigational links, for cross-sell sections.
  • The matrix of data points that can increasing the relevancy of cross-sell suggestions.
  • Hands-on session: applying the research findings to your cross-sell design, placement, and logic.

Wrap Up session for Product Page UX

(Attending this workshop day also includes one full access license to Baymard’s ‘Product Page Usability’ report & benchmark, normally priced at $200, as we’ll use it for the course material).

Full Topic List for Day 4: Checkout Process

Each workshop day begins at 9AM and ends at 5PM.

Intro

  • Understanding users’ checkout behavior,
  • Checkout conversion improvements,
  • Reasons for checkout abandonments,
  • “What Big Sites Do ≠ Best Practice”

Module 1: Overall Checkout Flow and Account Selection

  • Making Both One-page checkouts Accordions and Multi-step checkout work,
  • Dealing with account creation, incl microcopy, guest checkout, and layouts of the page.
  • Hands-on session: applying the research findings to your overall checkout flow and account selection.

Module 2: Cart, User Address fields, Shipping Methods

  • The many techniques for simplifying address forms by up to 50%,
  • What data are users most reluctant to hand out?
  • Usability pitfalls for form fields like Customer Name, Phone, Company Name, Address Type, Verify Email,
  • Optimal designs for Presenting shipping options incl. store pickup and free shipping tiers.
  • Hands-on session: applying the research findings to the design of your cart, address form, and shipping methods.

Module 3: Payment fields and 3rd party options

  • User’s perceived security
  • Advanced field logic for credit cards
  • Dealing with the increasing number of 3rd party checkouts (Google Wallet, PayPal, VISA Checkout, Apple Pay, AliPay, etc.)
  • Hands-on session: applying the research findings to the design of your payment methods, options, and fields.

Module 4: Order Review, Field Validation, & Order Confirmation.

  • Two Order Review steps that cause massive checkout abandonments
  • What users look for at the order review
  • Best performing logic & messaging for validation errors
  • Hands-on session: applying the research findings to the design of your order review step and order confirmation page, along with state-of-the-art error messages.

Wrap Up session for Checkout UX

(Attending this workshop day also includes one full access license to Baymard’s ‘Homepage & Category Usability’ report & benchmark, normally priced at $200, as we’ll use it for the course material).

Full Topic List for Day 5: Mobile E-Commerce

Each workshop day begins at 9AM and ends at 5PM.

Intro

  • The mobile challenge; majority of traffic but poor conversions
  • Desktop vs mobile user affordances
  • How abrupted experiences impact the effectiveness of mobile designs
  • How to design a user-friendly shopping experience for a 4-inch screen

Module 1: ‘Understanding Mobile’

  • Mobile limitations; such as hit areas, readability, etc.
  • Guiding users on mobile
  • Context aware sites
  • Using native elements vs. site-specific custom designs.
  • UX bugs the mobile platform is prone to.
  • Hands-on session: applying the research findings to your overall mobile site and strategy

Module 2: Mobile Search and Navigation

  • Designing the best mobile main navigational menus product browsing (incl the needed deviations from the desktop main nav. for responsive sites),
  • Mobile e-commerce search, and how it differs from desktop.
  • Mobile product lists designs (both for spec heavy sites and visually driven sites)
  • The best performing mobile filtering and sorting, and how they deviate from desktop.
  • Hands-on session: applying the research findings to your mobile search and navigation designs

Module 3: Mobile Product Pages

  • Product page layouts and concepts that work the best on mobile
  • Mobile product image galleries and the needed UIs, incl needed gesture support.
  • Designing product descriptions and specs sheets for the mobile context.
  • Hands-on session: applying the research findings to your mobile product page designs.

Module 4: Mobile Checkout Flows

  • Mobile shopping carts, shipping methods design, account selection, payment methods, review steps.
  • Omnichannel designs for store pickup and store locators.
  • Mobile form field usability: form layouts, input functionalities, field descriptions and labels (incl floating labels).
  • Invoking the 9 different touch keyboard combinations, etc.
  • Hands-on session: applying the research findings to your checkout flow and form fields.

Wrap Up session for Mobile E-Commerce UX

(Attending this workshop day also includes one full access license to Baymard’s ‘Mobile E-Commerce’ report & benchmark, normally priced at $250, as we’ll use it for the course material).

Attending any of the 5 workshop days also includes a ‘Full Access’ license to each of Baymard’s corresponding research studies (priced at $200-$250/each), as we’ll use these studies as part of the course material. (If opting for all 5 days this translates to a $1,050 discount on study purchases.)

InsureMyTrip Logo

“If you're a UX designer and you're looking for a boost in your professional career, this course is like rocket fuel. Not only was each day packed with years of usability insight but it was presented in the most easy to consume manner. I'm humbled by the UX wisdom at the Baymard and extremely grateful to have been a part of this workshop.

A ‘Hands-On Approach’ to Learning

The research findings presented throughout each workshop day are mixed with a “Hands-On Approach”. Each day you will work on applying all of the UX principles to your own site (or a client’s). This “Hands-On Approach” provides you with several benefits:

  • Learning by Doing – You will work with Baymard’s researchers to apply the UX research findings to your specific site and context.
  • Tangible Results to Bring Home – At the end of each day you will have a list of optimizations (and possibly even wireframes) for new e-commerce UX designs and flows to bring back and share with your team.
  • Solving Your Real-World Challenges Rather than Thought-Up Issues – By applying the research findings to your site, implementation-specific challenges will be surfaced throughout the workshop, where Baymard’s team of researchers can help with answers and insights (instead of you being stuck at home).

Because of this “Hands-On Approach” the seats for each workshop day is limited to just 30 attendees.

There won’t be just 1 workshop teacher available for the entire workshop day, either. There will be 2-3 senior Baymard UX researchers available each day (at least 1 per 10 attendees). This ensures you get as much direct feedback as possible from Baymard on your new site changes.

Note: If you don’t have your own or a client site to work on we’ll provide a leading e-commerce site to use.

Deloitte Digital Logo

“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.

Become a ‘Certified E-Commerce UX Professional’ (Optional)

All attendees participating in our UX training can take an optional exam for each of the 5 topics. After passing the exams for all 5 topics you will earn the degree of “Certified E-Commerce UX Professional by Baymard Institute”.

Certified UX professionals also get a profile page on Baymard Institute’s public website list that validate and expose your e-commerce UX expertise to existing and potential clients, partners, and employers.

Note: the exam, certification, and profile page are all optional.

The exams must be completed online within 28 days of participating in a workshop. There’s a $60 exam fee per topic to cover the time spent by the examiner, issuing certificates, and managing online profile listings. One re-exam within 7 days is allowed per workshop attendance.

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.

Book Your Seat Today

Baymard offer UX training at the follwoing two locations and dates. If those doesn’t suit you, then alternatively consider an In-House workshop, only for your team, at your company offices, and at a time that suits you.):

Location:

Choose Workshops:

Order Summary:

Note: All the workshop days also include a complimentary ‘Full Access’ license to each of Baymard’s corresponding research studies (priced at $200-$250/each), as we’ll use these studies as part of the course material. If opting for all 5 days this translates to report savings of $1,050.

Detailed Pricing Table / Multi-Person Discount / Terms & Conditions

Detailed Pricing Table

Seat Prices 1-2 days $200-450 report savings 3-4 days $600-850 report savings +
$300-375 volume discount
5 days $1,050 report savings +
$750 volume discount
Early Price save $250/day,
ends 75 days before workshop
$850 / day $750 / day $700 / day
Regular Price save $150/day,
ends 14 days before workshop
$950 / day $850 / day $800 / day
Late Price $1,100 / day $1,000 / day $950 / day

Beyond the discounts for booking multiple days and for booking early, there’s also 1 license included per workshop day for Baymard’s corresponding research study. These study reports and benchmarks will be used as workshop courseware and as work tools for you and your team when you get home. (The normal cost is $200 for each of the 5 studies.)

Optional exam and certificate: There’s a $60 fee per workshop exam reflecting the time spent by the examiner, issuing certificates, and managing online profiles.

Prices include lunch, snacks, beverages, courseware, and wifi throughout the day.

Want to attend more than 1 person from the same company?

We offer a $300 discount for every person beyond the first that attend all 5 days of UX training workshops (if employed at the same company).

Attending 2 or more people from the same company has the added benefit of allowing you to work together on your site as a group in all of the hands-on sessions throughout each of the workshop days.

To get this discount simply place a normal UX training order for each of the attendees, and then email christian@baymard.com with the order numbers – we’ll then issue a partial refund for the discount.

Are you more than 5 employees attending? Then consider an in-house workshop instead, where Baymard comes to your offices at a time that suits you, with private UX training for your team.

Locations & Dates

Baymard’s UX training workshops are available at the below location and date:

Beyond the Chicago, we also offer in-house UX training workshops held at your company offices (anywhere in the world), only for your team, and at a date that suits you. In-house workshops are good if you want something private, and are cheaper than public workshops if at least 5 employees will attend.

‘Convince Your Boss’ PDF

You can download “E-Commerce UX Training Workshops by Baymard Institute” as a PDF file – it contains the full description of the UX training workshops, the topics, certification, costs, etc. It’s handy for passing around if you need to get internal approval to attend.

Baymard Institute’s Research is Used by:

Baymard’s research is used by more than 3,000 e-commerce companies, researchers, and UX designers, from 80+ countries, and includes 71% of all Fortune 500 companies within e-commerce, including:

Nike Inc. Logo

“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.

MRM McCANN Logo

“The training was worth every penny and kudos to Christian and Lauryn for doing such a great job. My mind was definitely blown.

Capital One Logo

“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.

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.

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!

Deloitte Digital Logo

“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.

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.

Binary Minds Logo

“The workshop with Christian provides a great overview of the research Baymard has done in the past years. It pulls it all together perfectly and increases the value of Baymard Pro by magnitudes. If you are considering Pro and you want to come up to speed in no time, book the workshop along with it.

Sears Canada Logo

“A great, informative and impactful weeklong workshop with Baymard. We left with many actionable insights into how to improve overall user experience on our site. Our team now feels confident in their ability to identify and solve issues on their own.

Lamps Plus Logo

“Among the best experiences I've had in any training or conference. The attitude was one of helping us improve our sites and not just making a profit. As attendees we were treated very well and given top notch information to work with. Both Christian and Lauryn were very accessible and helpful.

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.

Alo Logo

“At the beginning you may think that the course is a bit pricey. But on the first day you realize how underestimated it is. The value you get every single day is huge. And if you implement even 1% of that information - you'll cover the cost of the course multiple times. This is the only UX ecommerce course you need.

InsureMyTrip Logo

“If you're a UX designer and you're looking for a boost in your professional career, this course is like rocket fuel. Not only was each day packed with years of usability insight but it was presented in the most easy to consume manner. I'm humbled by the UX wisdom at the Baymard and extremely grateful to have been a part of this workshop.

Branding Brand Logo

“Baymard's UX training week was invaluable. Christian presented the company's vast research in an organized and digestible format that encouraged actionable takeaways. I can't wait to share these learnings with my colleagues!

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.

RevZilla Logo

“Baymard's workshop was engaging, informative, well paced and full of all kinds of applicable UX nuggets. I left the workshop with a list of actionable insights to share with my product team. 10 out of 10 would recommend and sign up for again!

AmericanEagle Logo

“The UX training course with Baymard is something I wish I had the opportunity to do many years ago. It is a subject matter that everyone who touches any process of website development should know first-hand. Christian did an excellent job at explaining the many guidelines and made it easy to take-in a large amount of comprehensive information without feeling overwhelmed.

Sears Logo

“Baymard produces some of the most relevant and actionable user experience research available. They really understand the needs of UX and Product Management professionals, and their deep experience in the eCommerce field allows them to offer sophisticated, nuanced insights.

3 Logo

“Thank you for a great workshop with good insights and points of action for checkouts. Looking forward to follow your research going forward

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.

PriceSpy Logo

“I just wanted to reach out to you personally and commend you for hosting a terrific course. It’s quite seldom I find myself learning quite as much and gaining so many new perspectives in such a short period of time. So please keep up the good work and keep on inspiring other fellow UX practitioners!