Rackroom Sign In/Up

Role

UX/UI Designer

Overview

Our previous sign-in/up process redirected users to a different page, disrupting their shopping experience. This occurred on product listing pages, detailed product pages, and during checkout. Recognizing this, I redesigned the system to let users sign in from any page without losing their place on the site. Now, customers can shop without interruption, and we've seen an increase in sign-ups since implementing this change.

Team

Justin Lowery | Frontend Architect

Timeline & Status

3 Months

Launched

Highlights

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problem

Turning Obstacles into Opportunities

One of the main problems with old sign in / sign up experience is that users would constantly be pulled away from their current page to sign in, making them lose where they were.

Research

Inspecting the users journey

I used analytic software such as Content Square (CS), Dynatrace and adobe analytics to watch users behavior throughout the site. Using CS's journey funnel tool allowed me to see what pages users were coming from and where they were going after. I noticed that (00%) of users exited the site after seeing the old sign in / up form. Coming from a product listing or product description page.

Shoppers journey

Loyalty %

Enrollment rate

Goal

Goals Beyond the Benchmark

Creating a seamless experience that doesn't interrupt the user has always been our priority. We aimed for users to sign in from anywhere without worrying about losing track of the product they were viewing.

Old vs New

User Flow

Sign up / In Journey

Forgot password flow

prototype

Prototype

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Testing

After rolling out the new sign-in/up flow, we noticed some users continued checkout without signing into their existing accounts. A 50/50 split test with a less prominent guest checkout button led to a 23% increase in sign-ups and sign-ins in the variation compared to the control.