In my area, FULL shade if you don't want to snip off any brown leaves.

Yep that is sun burn. I had the same problem too and it was filtered sun. I had to pur it in full shade.

I am having similar problem. I guess sunburn?

Should i move it to shade? Currently it gets full sun from 10 to 5 (chicago)

You should move it to shade. But don't do it now. The damage is already done. Wait until fall. If you move it now, the plant might not make it unless you keep it watered meticulously. In the interim, keep it watered well.

Thank you! But just out of curiosity... what will happen if i transfer it to a pot with potting soil n move it to a shady place.. take decent care n then plant it in ground in fall at a different spot...

That should work as well. These are somewhat hardy plants. Good luck!

I transferred the Heuchera in pots and am babying it more than my baby.. hope it survives. Will update with pics in few days.