UX/UI | Account Journey
NBF
Reworking login and account creation to keep shoppers in the flow while showing them why an account is worth having.
Reworking login and account creation to keep shoppers in the flow while showing them why an account is worth having.
The first initiative in a broader update to the NBF account journey was redesigning the login and create account flows. The goal was to remove friction at the moment shoppers decide to sign in, and to make the value of an account clear.
The first initiative in a broader update to the NBF account journey was redesigning the login and create account flows. The goal was to remove friction at the moment shoppers decide to sign in, and to make the value of an account clear.
Before
Before
After
After
I converted the login page into a login modal. Roughly 65% of users enter the site through a product detail page, and the old flow pulled them away from that page the moment they logged in. Now they sign in without losing their place. I also added brand imagery and clear value props to the login and create account experiences, giving users a reason to sign up that benefits them and NBF alike.
I converted the login page into a login modal. Roughly 65% of users enter the site through a product detail page, and the old flow pulled them away from that page the moment they logged in. Now they sign in without losing their place. I also added brand imagery and clear value props to the login and create account experiences, giving users a reason to sign up that benefits them and NBF alike.
+16.3% conversion &
+14% quote submissions
After two weeks of testing, users who saw the quote page login nudge converted at a 16.3% higher rate and submitted 14% more quotes than the control group.
To encourage logins in context, I introduced login nudges: pop-ups triggered by specific user events, shown on the page where the user already is. The set includes a general nudge, a quote page nudge, a nudge when a user filters GSA to “yes,” and a nudge when a user saves a product (while logged out).
To encourage logins in context, I introduced login nudges: pop-ups triggered by specific user events, shown on the page where the user already is. The set includes a general nudge, a quote page nudge, a nudge when a user filters GSA to “yes,” and a nudge when a user saves a product (while logged out).
The login and create account redesign solved how users get into their accounts. I’m now turning to what they find once they’re there, shaping a post-login experience that gives shoppers more reasons to sign in, return, and buy with confidence.
The login and create account redesign solved how users get into their accounts. I’m now turning to what they find once they’re there, shaping a post-login experience that gives shoppers more reasons to sign in, return, and buy with confidence.
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