In-House E-Commerce UX Training

5 Days of Intense Research-Based UX Training Workshops by Baymard, at Your Company Offices

Baymard’s senior UX researchers will come to your company for 5 days to train your team and share the findings from Baymard’s 32,000 hours of large-scale UX research specific for e-commerce sites, and experience from working with clients like Google, Etsy, Office Depot, Sears, Kohl’s, Nike, John Lewis, Carnival, T-mobile,, The North Face, etc.

The UX training will be “hands-on” where your team will be working on applying all findings to your own site. This will not only anchor UX knowledge in your organization, but also make the workshop ideally suited to be a driver for identifying and prioritizing UX changes in your organization.

Compared to public workshops, an in-house workshop is also cheaper if you plan on having 4 or more employees attend.

Empower Your Organization With In-Depth Research

The goals for the 5 day In-House UX Workshop is to:

  • Share the condensed findings of Baymard Institute’s 32,000 hours of large-scale e-commerce UX research, showing exactly how and why users interpret and misinterpret e-commerce interfaces.
  • Share specific UX design patterns that work, and discuss why those designs work well, by studying ‘State of the Art’ e-commerce UX designs (chosen among Baymard’s 24,000+ categorized ‘best- and worst-practice’ examples from leading e-commerce sites).
  • Solidify the internal UX mindset at your company among your UXers, and qualify the UX mindset in other parts of the organization (e.g., among product managers, developers, designers, or web content creators), by providing a deep understanding of user behavior that can act as a framework for your company’s UX thinking going forward.
  • Kick-start specific UX and feature redesigns with research-based input for change, all of which is developed and anchored in your organization, and facilitated by Baymard.
  • Fast-track e-commerce UX knowledge in new teams and organizations.
  • Develop a team of ‘Certified E-Commerce UX Professionals’. All attendees participating in a UX training workshop can opt for taking an optional exam. Anyone who passes the exams for all 5 topics will earn the certification.

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 Workshop Days: Topics Covered

The 5 workshop days are organized into 5 different themes, each of which represent a core pillar of the user’s online shopping experience.

  1. Homepage & Category Navigation: 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. Search Experience: how users construct product-related search queries, the type of search queries the search engine supports, how product data is searched, predictive autocomplete suggestions, user guidance on partial matches, “No results” pages, search results layouts and features, faceted search logic, etc. (see the full topic list)
  3. Product Pages: 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: the entire checkout flow, including the shopping cart, 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: 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)

‘Homepage & Category Navigation’ Topics Covered (Day 1)


  • 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).

‘On-Site Search Experience’ Topics Covered (Day 2)


  • 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).

‘Product Pages’ Topics Covered (Day 3)


  • 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).

‘Checkout Optimization’ Topics Covered (Day 4)


  • 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).

‘Mobile E-Commerce’ Topics Covered (Day 5)


  • 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).

The “1 day = 1 theme” approach means that all attendees won’t necessarily have to attend all 5 days.

An in-house workshop includes a 12 month complimentary access to the ‘Large’ Baymard Premium plan, which also gives you 6 follow-up Q&A sessions with Baymard’s research team after the workshop (normally $3,000)

A ‘Hands-On Approach’ to Learning

The topics and research findings presented are mixed with a “hands-on” approach where, through multiple group exercise sessions throughout each day, your employees will work on applying the UX research findings directly to your e-commerce site.

This “hands-on” training framework is used to instill both the internal discussion and prioritization that emerge as new UX design changes are made, and to better anchor knowledge in the organization (through “learning by doing”).

As part of the UX training workshop your company will therefore also end up with several concrete re-design proposals from your own teams.


Pricing for 1 full week of training is USD 26,000.

The price includes:

  • A senior Baymard UX researcher at your offices for all 5 workshop days
  • All Baymard’s travel time
  • All Baymard’s airfare and hotel expenses anywhere in the US or Europe (outside a small extra travel fee may apply).
  • All of Baymard’s workshop preparation
  • All course material
  • And a 12 month complimentary access to the ‘Large’ Baymard Premium plan, which include 6 follow-up Q&A sessions with Baymard’s research team (normally $3,000)

Pricing doesn’t include local sales tax (if applicable) and assumes that the workshop is to be held at a location provided and facilitated by your company (typically your company offices).

Price Per Person

The workshop is limited to 12 attendees per day to ensure the quality of the hands-on sessions. This corresponds to a training cost of $433 per person for a full day of in-house training. (If needing training for more than 12, reach out for a quote on a workshop with 2 Baymard facilitators.)

Compared to Baymard’s public training workshops, an in-house workshop will often be cheaper if there are just 4 people from your company attending the workshop, when factoring in the workdays otherwise lost on travel time, along with hotel and flight expenses, for your employees.

Next Steps

Schedule a meeting to discuss your workshop options by sending an e-mail or calling: · USA: (415) 315-9567 · Europe: +45 4096 8188

Need to discuss this internally? Download the PDF In-House E-Commerce UX Training Workshops.pdf

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:


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

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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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“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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“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!

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“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.

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“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.

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“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.

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“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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“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.

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“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.

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“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!

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“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!

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“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.

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“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.

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“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.

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

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“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.

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

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“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.

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“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.

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“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!

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