Baymard

Selling research findings to people who are paid to be skeptical

Baymard sells ecommerce UX research — 700+ guidelines and a benchmark of 335 sites, drawn from 200,000+ hours of usability testing. That makes its public surface an unusual design problem: the product is evidence, and the buyer is a UX professional who evaluates interfaces for a living. This flow walks the three pages that carry the pitch — the homepage, the research overview, and the public benchmark — to see how a research firm packages methodology as a browsable product.

Landing page

We haven't captured Baymard's landing page yet.

Flows

Step through each flow screen by screen.

Research Flow

The path from claim to proof. Each page in this flow does the same job at a different depth: state what the research covers, show how it was gathered, then hand over a working slice of it. The interesting tension is between marketing compression — one number per card — and the audience's demand to see the method before believing the number.

3 screens

Articles analyzing Baymard

Baymard UX Teardown: Selling Evidence to People Who Audit Evidence

A UX teardown of Baymard's marketing site: the number lands before the promise, one screenshot does the work the headline can't, and the public benchmark gives away the distribution while charging for the values.

TYPENORMLabs · 5 min · August 2, 2026