3 revelations from 28,000 hours of e-commerce UX research

Baymard UX Training in Copenhagen. January, 2018.

Great UX & broken UX can look very similar

Which of these interfaces uses state of the art search logic and which has a broken search UX?

No results = we don’t sell that.

People just want to feel safe

6.1% of subjects surveyed got a sense of trust from a made-up seal.
Look at these images. Which of them makes you feel the most secure? Image source: Baymard Institute.
  • Credit card fields are distinguished by a different background color.
  • There’s a picture of a padlock.
  • There’s a trust seal that says “Secured by GeoTrust”

We’re all fat-fingered

Thanks for reading!

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One of the many Jason Foxes. Content designer at Chime. jason-fox.net

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Jason Fox

Jason Fox

One of the many Jason Foxes. Content designer at Chime. jason-fox.net

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