CUSTOMER AUTHENTICATION
Different credentials are required for the App lockouts and confusion for customer and service agents when customers need to reset their password.
Users confusing credentials and rewards program PII across brands
Users don’t know if they are logged in or not when they are on any page of the site — must choose My Account which will link to my account summary if they are logged in.
Log in and registration experience are disruptive to the customers purchasing goal. Once they login they land on their account summary page causing them to loose their place — product page or search results for example — in their shopping journey.
Security vulnerabilities - such as credential stuffing, customer support changing logins without user verification - risking customer data and trust along with financial impact on the company as they try to manage and secure customer data.
DISCOVER
Market Comparison & Secondary research
Explored authentication experiences for other E-commerce brands to identify common elements and flows
Reviewed Baymard Institute studies for best practices and existing insights
DISCOVER
User interviews & Surveys
Learn what data users want to provide when creating an account and signing up for a rewards program
Planned, wrote and analyzed Qualtrics survey and Usertesting.com live interviews.
Synthesized feedback with Product Manager then reported key insights to technology and e-commerce leadership.
DISCOVER
Task Analysis
Evaluate the current registration experience for first time users to identify pain points
Learn where friction is expected and what is already working.
Planned created, and analyzed unmoderated study. Worked with product manager to review and synthesize.
DEFINE
How Might We
PROBLEM STATEMENT: A new Athlete is confused by the create account process because getting to the create account page is not obvious. They expect faster online registration by providing the least amount of personal data. If we can reduce the amount of data required at registration, it would impact Athletes positively by providing a faster online registration. It would also benefit our business by increasing the number of Athlete accounts created.
How might we improve directing new Athletes to register on our sites and reduce the amount of time and effort it takes new Athletes to register?
PROBLEM STATEMENT: An Athlete cannot easily see their available rewards while shopping because signing in takes them to a page away from their shopping goal. If we can solve this problem, it would impact Athletes positively by giving them easy access to their rewards status. It would also benefit our business by increasing the number of Athlete logins and points redemptions.
How might we create a less disruptive login experience that will allow Athletes access to their benefits/rewards?
Conducted a cross-team session to get solutions. This conversation was also used to include insight form other teams’ research and identify overlapping solution areas.
DEVELOP
content architecture
Mapped out the first and future state iterations in consideration of technical feasibility to show the improved flows based on discovery and framing.
This diagram was used to inform database architecture and prototypes
TEST
Prototypes
Using established design system, created prototypes that align to users needs, technical feasibility and solving business problems.
A First Iteration will be built to implement and test, then iterated on to optimize the user experience in a cross-product solution.
