Terms and Conditions
Last updated: 12 July 2025 - v2.0
PLEASE READ THE FOLLOWING TERMS AND CONDITIONS (the "Terms" or "Agreement") BEFORE USING THE PRODUCTS OR SERVICES PROVIDED BY BAYMARD INSTITUTE APS.
By creating an account, creating a user profile, purchasing a Subscription Plan, or by using the Services in any manner, the Client and its users (collectively the "Client") acknowledge to have read and agreed to be bound by these Terms. The Terms govern the Client's use of the products and services (collectively the "Services") provided by Baymard Institute ApS (CVR-no. 38748890) and our affiliates (collectively "Baymard", "we", "us" or "our").
Please also read our Privacy Policy.
1 Overview of the Services
1.1 Baymard Premium Services
Baymard’s Premium Services provide access to UX insights and analysis based on large-scale User Experience testing, to inform and support the Client’s design decisions and discussions. The research insights library is provided in a variety of formats, based on the subscription plan. The Client can access the Services by signing up for a free plan or a paid Subscription Plan. The full list of features for each Subscription Plan is detailed on our website.
1.2 Additional Services
Additional services that supplement the Baymard Premium Services may be included in or purchased separately from the Client’s Subscription Plan. For example, UX Auditing and Benchmarking services. The specific terms applicable only to these additional Services are set forth in Appendix 1.
2 Baymard Premium Subscriptions Plans
2.1 Subscription Plans and Renewals
The Client may subscribe to our Baymard premium subscription plans (“Subscription Plans”) directly via the website. The features and pricing for each Subscription Plan are detailed on our website as amended from time to time.
Subscription Plans are prepaid and become active on the date of purchase. They will automatically renew at the end of the 12-month billing period, and will continue to renew at the then-current Terms every 12 months, unless the Client actively cancels the Subscription Plan.
We reserve the right to modify, update, enhance, or remove any aspect or functionality of our Subscription Plans at any time, without prior consent from the Client, as further detailed in section 6. Such changes may include, but are not limited to, adjustments to the price, content, features, or technical configurations of the Services.
2.2 Cancellation of Subscription Plans
The Client may cancel its Subscription Plan and any upcoming renewal through the online portal by providing at least 7 days' notice before the start of the next billing period. The cancellation will take effect at the end of the current billing period, and the Subscription Plan will remain active until the last day of the current billing period. The Client's account will then automatically revert to the free plan.
2.3 Custom Subscription Plans
If the Client requires services beyond those offered in our standard Subscription Plans, the Client may inquire about a custom plan tailored to its needs. The features and terms of the custom plan will be documented as an addendum to these Terms. In the event of any inconsistency between these Terms and the terms of a custom plan (e.g., provisions related to affiliate access), the terms of the custom plan shall take precedence.
3 Client Rights and Responsibilities
3.1 Service Eligibility
The Services are available exclusively for Clients who register an account for their business operations.
By registering for an account or purchasing any Services, the Client confirms that: (i) it is acting in a business capacity and not as a consumer; (ii) it will provide accurate, current, and complete information during the Agreement; (iii) it will keep its account information up to date; and (iv) it has not previously been prohibited from using our Services.
We reserve the right, at our sole discretion, to decline entering into the Agreement and are under no obligation to provide additional or new Services beyond those already purchased.
3.2 User Profiles
The Client may create a limited number of user profiles as specified in its Subscription Plan. Each user profile may be reassigned to a different person once per billing period.
Unless otherwise permitted by the Subscription Plan, all users must be full-time employees of the same legal entity as the Client. If the Subscription Plan explicitly allows for a number of legal entities, users may also be full-time employees of the Client’s group companies. In addition, the Client may, as reasonably necessary, create user profiles for independent contractors or service providers engaged to perform time-limited or project-specific work for the Client.
User profiles are strictly personal and may not be shared, including with colleagues or through any form of sharing arrangement. To maintain individual identification and security, group emails (e.g. hello@company.com) and non-work emails (e.g. Gmail, Hotmail) are not permitted as user credentials. Any unauthorized access or suspected misuse is considered a violation of these Terms and must be reported to us immediately.
All user profiles are subject to these Terms. The Client is solely responsible for all activities by the user profiles associated with its account. The Client must ensure that the users refrain from using their profiles for any unlawful purposes or in violation of these Terms or applicable laws.
3.3 License to use the Services
We grant the Client and its duly created users a time limited, non-exclusive, non-transferable, worldwide, and revocable license to use the Services in accordance with these Terms for the purposes of improving their own or their end-customer's website UX.
The license and Services may not be used to offer services that compete with the Services, nor to derive inspiration for developing services similar to the Services.
The license will remain in effect until the Agreement is terminated in accordance with these Terms or the Clients access is suspended by us for breach of the Terms.
3.4 No Redistribution or Scraping of the Services
Unless explicitly agreed in writing, the Services and its content may only be used by the Client for internal purposes and only for viewing directly within the Services interface. This includes, but is not limited to, articles, white papers, workshop materials, in-person presentations, webinars, and similar.
The Client may not, in whole or in part, copy, modify, reproduce, redistribute, republish, paraphrase, display, repackage, resell, or otherwise make the Services or any of its content available to other people or legal entities in any way, except as expressly permitted by these Terms.
For the avoidance of doubt, this means that the Client may not share the Services or its content with individuals outside its legal entity, including, but not limited to, non-authorized affiliates, end customers, contractors, students, external partners (such as developers or designers), or similar.
It is explicitly prohibited to use any automated extracting, processing, scraping, or reverse-engineering methods in connection with the Services and on our website.
Limited citations of the content may be granted upon request by contacting us for approval.
3.5 Violation of the Terms
If we have reasonable grounds to believe that the Client or its users are in breach of these Terms, we reserve the right, at our sole discretion, to temporarily suspend or permanently terminate the Client's access to the Services without prior notice.
Such suspension or termination shall not limit our right to pursue any other remedies available under applicable law, including but not limited to seeking damages or injunctive relief.
We shall not be liable for any direct or indirect losses or consequences the Client or any third party may incur as a result of such suspension or termination.
3.6 Fair Use Limit
We reserve the right to temporarily suspend the creation of new user profiles or restrict access for one or more users associated with the Client’s account, if we have reasonable grounds to believe that the Client or any user profile on the account is engaging in activity that exceeds normal usage expectations, e.g. by accessing an unusually high volume of Services or creating an excessive number of users.
In such cases, we will contact the Client to review the situation and conduct an audit to determine whether the usage constitutes a breach of these Terms.
3.7 Content Submitted by the Client
The Client retains all rights to the content submitted to the Services. However, by submitting content, the Client grants us a non-exclusive, royalty-free, perpetual, worldwide, transferable, and sub-licensable license to use, reproduce, modify, distribute, publish, and process such submitted content or feedback without the need for further consent, notice, or compensation.
These rights granted to us are irrevocable and will remain in effect after the expiration or termination of this Agreement for any reason.
Further, to prevent spam and promotional content, we reserve the right to determine whether submitted comments will be published. We also reserve the right to remove or edit promotional claims or links from any comment without prior notice to the Client.
3.8 Commercial References and Communication
The Client grants us the right to display their company name and/or logo on our website for promotional purposes. If the Client prefers not to be featured, they may opt out at any time by contacting us at opt-out-logo@baymard.com
Additionally, the Client agrees to receive occasional transactional emails related to account usage and billing events.
4 Term and Termination
4.1 Term
The Agreement will remain in effect until terminated by either Party in accordance with this section 4.
4.2 Termination for Convenience
Baymard may terminate the Agreement for convenience with 7 days' written notice to the Client.
The Client may terminate the Agreement for convenience with 7 days' written notice or by requesting to have the Client's account deleted via the online portal.
If the Client holds an active Subscription Plan, a termination request by either Party will result in the cancellation of all active Subscription Plans in accordance with section 2.2. The Client’s Subscription Plan will remain active until the end of the current billing period. After this period, the Client's account will be deactivated, or deleted if specifically requested, and the Agreement will be deemed terminated, provided that all outstanding payments have been fully settled.
Additionally, we reserve the right to generally discontinue the Services, in whole or in part, at any time. In such case, we will notify the Client in reasonable time and provide a prorate refund of any prepaid amounts.
4.3 Termination for Cause
In the event that either party materially breaches any of its obligations under this Agreement, the non-breaching party may terminate the Agreement immediately by providing a written notice specifying the breach.
4.4 Effects of Termination
Upon termination of this Agreement for any reason, all rights and licenses granted to the Client will expire immediately. Additionally, the Client must promptly return and permanently delete all materials, whether in digital or physical form, accessed or obtained in connection with Services, unless retention is required by law.
Any provisions of this Agreement that, by their nature, are intended to survive termination or expiration, including but not limited to confidentiality, intellectual property rights, limitations of liability, indemnification, and dispute resolution, shall remain in full force and effect to the extent necessary to fulfill their purposes.
5 Payment and Invoicing
All prices are quoted in U.S. dollars and are exclusive of any applicable sales taxes (VAT) or similar charges.
The invoice is issued by Baymard Institute ApS, a legal entity in Denmark. Baymard Institute ApS in Denmark is the legal entity rendering all services provided to all Clients and users, regardless of the Client’s geographical location.
Unless otherwise agreed, payments are due within 30 days from the invoice date. Interest will accrue at 8% (annual) on any overdue amount from the due date until the date of full payment.
If payment is more than 5 days overdue, we reserve the right to withhold or suspend delivery of the Services until the outstanding amount has been paid in full.
Additionally, the Client authorizes us to save and automatically charge the chosen payment method on a recurring basis in accordance with the Subscription Plan.
5.1 Refund Policy
We do not issue refunds for prepaid or unused Services or for the late cancellation of Subscription Plans. Further, no refunds will be issued for any prepaid amounts if the Client’s account or the Agreement is terminated due to a breach of the Agreement by the Client.
6 Changes to the Agreement
We reserve the right to occasionally make changes to our Terms and Conditions, and Privacy Policy, as well as any aspect or functionality of our Subscription Plans, including features and pricing. In the event of significant changes, we will notify the Client in writing through the Services or by email.
Unless otherwise specified in the notice, such changes will take effect 14 days after the date of the notice. Changes to pricing will take effect from the next renewal period.
The Client's continued use of the Services will be considered an acceptance of the updated Terms. If the Client does not wish to accept the updated Terms, the Client may delete their account and terminate the Agreement in accordance with section 4.2.
If we discontinue any Service or Subscription Plan as a whole, we will automatically migrate the Client to our most comparable offering at the start of the next renewal period. Any such automatic migration, including price changes, will be clearly communicated to the Client with a minimum notice period of 90 days prior to the scheduled migration date. The Client may decline the migration at any time up to 5 days before the planned migration takes effect and instead decide to terminate the Agreement.
The latest Terms can always be found on our website.
7 Third Party Components
The Services may incorporate or interact with technical components or content provided by third parties, e.g. Baymard’s Figma plugin/widget.
The Client's interaction and usage of such third party components or content is governed by the applicable terms and privacy policies of those third parties.
Baymard does not control, endorse, guarantee, or assume responsibility for interactions between the Client and such third parties and their components. We disclaim any liability arising from such interactions.
8 Intellectual Property Rights
All rights, title, and interest in and to the Services and its content, including all associated intellectual property rights, are and shall remain the exclusive property of Baymard, our affiliates, and our licensors. Unless otherwise explicitly agreed, no rights are sold or transferred by Baymard to the Client.
The Client acknowledges that the Services may include ‘best practice’ examples and screenshots from public websites for illustrative purposes. Baymard does not own the rights to any copyrighted, patented, or otherwise protected material found within such screenshots, and hence cannot transfer or license such rights to the Client. All trademarks, logos, and other rights are the property of their respective owners.
9 Warranty Disclaimer
The Services are provided on an "as is" and "as available" basis. We will make reasonable efforts to keep the Services available and free from significant defects.
The Services and its content are provided solely for informational purposes and do not constitute, nor should they be interpreted as, any express or implied promise, guarantee, or advice by us or our licensors as to any specific real-world outcome.
We expressly disclaim all representations and warranties, whether explicit or implied, in connection with the Services. This includes, without limitation, any warranties regarding availability, content quality or quantity, data correctness or validity, lawful use, or suitability for any particular purpose.
10 Limitation of Liability
The Client acknowledges that use of the Services and any associated content is at their own risk. Under no circumstances shall Baymard be held liable for any direct, indirect, incidental, or consequential damages arising from the Client’s use of the Services. This includes, without limitation, loss of income or profits, data loss or corruption, business interruption, reputational damage, or any other losses, whether resulting from human error, technical malfunction, or other causes.
The Client further agrees that their sole and exclusive remedy for any defects or dissatisfaction with the Services, or any third party component, is to terminate the Agreement and cease use of the Services.
In any event, the total aggregate liability of Baymard for any claims arising under or in connection with this Agreement shall be limited to the total amount paid by the Client for the specific Service in question for the 12 months preceding the event giving rise to the claim.
11 Force Majeure
We shall not be held liable for any failure or delay in delivering the Services resulting directly or indirectly from a force majeure event. A force majeure event refers to any circumstance beyond our reasonable control that could not have been anticipated or prevented, including but not limited to natural disasters, labor strikes, fires, power outages, cyberattacks, operational shutdowns, or disruptions in internet connectivity.
12 Indemnification
The Client agrees to indemnify and hold harmless Baymard, our affiliates, and our licensors from any damages, losses, or expenses (including, but not limited to, reasonable attorney’s fees) arising from or related to the Client’s misuse of the Services or breach of this Agreement.
13 Data Protection
The Client acknowledges that we collect, store, and process personal data submitted through the Services in accordance with our Privacy Policy.
14 AI Powered Features
The Services have a number of AI-powered features such as UX-Query (a UX research chatbot) and UX-Ray (a UX scanner that can scan and analyze live websites based on a URL input or based on a user-uploaded screenshot of a webpage). The AI powered features are provided to the Client in accordance with these Terms and the Client's Subscription Plan.
Input, Output, and Ownership. The Client may submit or make available prompts, images, materials, files, and other content to the AI models (“Input”), and receive text answers, annotated webpages, images, materials, files, and other content generated and returned by the AI models based on that Input (“Output”). The Input is considered the Client's content. Between the Client and Baymard, the Client retain all right, title, and interest in the Client's Input, and Baymard retains all right, title, and interest in the Output. The Client is solely responsible for ensuring that any websites or content submitted as input to the AI models, including those to be crawled or screenshotted, are used in compliance with all applicable laws and regulations. Baymard shall not be held liable for any unauthorized or unlawful use initiated by the Client..
Training the AI models. By using the AI features, the Client agrees that the Input and Output may be used to maintain, improve, and enhance the products and services by training machine learning and artificial intelligence algorithms and models.
Opt out of AI Tools. If the Client desires to opt out of the AI tools being offered, then the AI tools can be disabled for the Client's entire account. This will not delete historic usage already performed by users under the Client's account, prior to disabling the AI tools, but will prevent all users from future usage of the AI tools. No refund or discount will be provided for disabling the features. The Client must contact support to disable the AI tools and wait for confirmation on the tools being disabled.
AI Limitations. Output is generated by artificial intelligence. Output is not verified by Baymard for accuracy and does not represent Baymard's views or opinions. Baymard makes no warranty or guarantee as to the accuracy, completeness, or reliability of the Output and will in no way be liable or responsible for the Client’s use of the Output or any omissions or errors in Output. The Client is solely responsible for evaluating the Output for accuracy and suitability for the Client’s use case, including by employing human review of the Output and obtaining any relevant approvals.
15 Baymard UX Certification
Individuals who achieve a "UX Certification" by Baymard may display the certification seal on individual profile pages, resumes, and similar – both digitally and in print.
UX Certificates are issued to individuals and are strictly personal. They may only be displayed on webpages that specifically reference the certified individual. For example, they may not be used in a way that claims or insinuates an entire company is certified by Baymard.
The certificate seal may not be altered or modified in any way, except to apply black and white shading.
Baymard reserves the right to modify or revoke any certification at our sole discretion. This may occur for reasons including, but not limited to, misconduct, misuse of the Baymard brand, unauthorized changes to certificant names, or the discontinuation of the program.
Certified individuals may choose to opt in to a public profile page at baymard.com/certified. Baymard reserves the right to remove any public profile page or modify its design and displayed information at any time and at our sole discretion.
16 Miscellaneous
16.1 Entire Agreement
This Agreement and its appendices constitute the entire agreement between the parties and supersedes all prior negotiations, understandings, communications, representations, or warranties, whether oral or written.
16.2 Assignment
We may assign the Agreement and any rights under the Agreement without the Client's prior approval. The Client may not assign the Agreement or sub-license its rights under the Agreement without our prior approval.
16.3 No Waiver
The failure or delay to exercise any right or remedy under this Agreement shall not constitute a waiver of that right or remedy. Furthermore, no waiver of any breach of this Agreement shall be effective unless it is in writing and signed by the party granting the waiver.
16.4 Disputes and Governing Law
Any disputes or claims arising out of or in connection with the Agreement shall be exclusively governed by and construed in accordance with the laws of Denmark, excluding any choice of law rules. The courts of Denmark shall have sole and exclusive jurisdiction to resolve any disputes or claims that cannot be resolved by mutual negotiation.
17 Contact Information
If the Client has questions or requires support relating to the Services or the Agreement, please contact us by using the contact information below:
Baymard Institute ApS
Company registration number (CVR): 38748890
VAT number: DK38748890
Address: Kastanie Alle 41, 3520 Farum, Denmark, Europe
info@baymard.com
Phone EU: +45 3696 9567. Phone US: +1 (315) 216-7151
Appendix 1: Additional Services
1 UX Audit Services
The following section sets forth additional terms applicable to UX audit Services. The scope of work, specific terms, and associated fees may be further specified in a separate Statement of Work, if necessary, which shall be signed by both parties.
1.1 UX Audit Services
Baymard will perform the UX audit Services with due diligence, in a professional manner, and will utilize personnel who possess the necessary skills, experience, and qualifications to carry out the Services effectively.
The Client acknowledges that the UX audit and its deliverables are based on Baymard’s observations, research, and documented user experience best practices. While Baymard endeavors to provide accurate and insightful recommendations, we make no warranties regarding the accuracy, completeness, or suitability of the Services or deliverables for any particular purpose. Baymard shall not be held liable for any decisions made or actions taken based on the deliverables, nor do we guarantee any specific outcomes or real-world results in.
1.2 UX Audit Credits from Subscription Plans
If the Client's Subscription Plan includes UX audit credits, the Client may request to schedule a UX audit at any time during the current billing period. If the Client fails to schedule the audit so it can be performed within the current billing period, the credit will roll over to the next billing period before it expires, provided that the Subscription Plan remains active.
If the Client upgrades to a Subscription Plan, within 90 days prior to a renewal date, that includes UX audit credits, Baymard will perform the UX audit service immediately following the upgrade. As a result, the subsequent renewal period will not include a new UX audit credit due to the recent audit and pro-rated nature of the upgrade.
In the event of termination of the Agreement, any unused UX audit credits will expire at the end of the final billing period. All UX audit credits are non-refundable.
1.3 Confidential Information and Non-Disclosure
Baymard will keep the Clients confidential information strictly confidential throughout the term of the Agreement and for a period of 5 years following its termination. We will solely use such confidential information for the purpose of performing the UX audit services. Baymard will take all necessary precautions to prevent unauthorized disclosure of confidential information. If disclosure is required by law, Baymard will, to the extent legally permitted, notify the Client in advance and provide reasonable assistance to challenge or limit the scope of such disclosure.
For the purposes of the UX audit services, confidential information shall refer to the Client’s oral or written trade secrets and other proprietary or confidential information that: (a) is not publicly known; (b) is expressly designated as confidential or proprietary by the Client; and (c) is treated as confidential or proprietary by the Client.
Confidential information does not include information that: (i) was already known to Baymard at the time of disclosure; (ii) becomes publicly available through no fault or action of Baymard (including information available on the Client’s public websites); or (iii) is lawfully disclosed to Baymard by a third party without breach of any confidentiality, contractual, or fiduciary obligation.
1.4 Intellectual Property Rights to the Deliverables
For UX audit services, all deliverables will remain the property of Baymard until the full amount has been paid.
Upon payment, the Client will be granted a perpetual, royalty-free, and world-wide license to use the Client-specific UX audit report and deliverables for the Client's internal purposes.
The Client acknowledges that the UX audit deliverables may include ‘best practice’ examples and screenshots from public websites for illustrative purposes. Baymard does not own the rights to any copyrighted, patented, or otherwise protected material found within such screenshots, and hence cannot transfer or license such rights to the Client. All trademarks, logos, and other rights are the property of their respective owners.
The Client also acknowledges that Baymard has an extensive research catalog called Baymard Premium with more than 150,000 hours of pre-existing UX research findings - any materials and information already found within there is not be sold or transferred to the Client.