macy’s account registration

Role: UX & UI Designer • Timeline: 2 months • Scope: Responsive Redesign

THE CHALLENGE

Business Problem

Registration form has 16 required fields.
24% of customers receive an “email already exists” error.
The registration page is not responsive.
Lost sales based on avg. yearly spend of $367 (account holder) vs $197 (guest).

User Pain Points

The Create Account page takes too long to compete.
Macy’s asks for too much/unnecessary information.
Password requirements are unclear.
It’s not clear whether the information will be stored securely.

Journey Map

Account registration is typically driven by another goal the user is trying to achieve—pay a credit card bill, place an order, or add a Plenti number. Therefore, registration is perceived as a secondary step and expected to be as quick and seamless as possible. If the user experiences difficulties during the account creation, these difficulties prevent her from completing the main task and result in lost sales.

User Flows

We analyzed all flows that lead the user to the account registration page. These flows provided context for account registration and helped us identify edge cases.

Competitive Analysis

Having reviewed competitors and similar websites, I discovered that most registration forms had 3-5 required fields. Password requirements were interactive and prominently displayed. Some of the websites showed security logos as an assurance that the customer’s information would be protected.

Competitors reviewed: Target, Amazon, Walmart, Kohl’s, Urban Outfitters, Victoria Secret, Apple, PayPal.

1 2 3 4

SOLUTION: SHORT AND SIMPLE

While redesigning the form, it was important for me to think through all of the nuances of the interaction. We wanted this experience to be mobile-friendly, intuitive, and give the user instant feedback as she entered her information into the fields.

clear password requirements

We made password requirements visible to the user the second she tapped on the Password field. As she entered a password, the requirements lit up in green when they were met. We also removed the duplicate Confirm Password field and replaced it with an option to hide and show password characters.

Thinking in Components

Our goal was to design a form that fit seamlessly with the rest of the digital experience. That’s why we componentized reusable UI elements, such as fields, drop-down, and check boxes. We reused some of the elements form the Macy’s style guide and added new elements that didn’t yet exist.

RESPONSIVE DESIGN

A/B Testing

We ran an A/B test on the new design and discovered a lift in conversion (form completion), a decrease in time that it took users to fill out the form, and a drop in exit rate from the registration form. The new design was implemented on the Macy’s website.

11%

increase in completion rate

62%

decrease in time on page

17%

decrease in exit rate