I’ve studied a lot of in-depth research on e-commerce and one of the more disruptive user experiences is requiring customers to create accounts before allowing them to give you money. Of the top 100 sites evaluated by the Baymard Institute in a 2012 study, 76% allowed guest checkout. But only one of these companies (ranked #1 of … Continue reading “Kudos to Half Price Books for Guest Account Creation after Checkout”
Tag: accounts
Changing User Names
This is a call for developers and system designers to allow user names to change while maintaining the user’s account integrity. There are many instances where someone’s name might change, but issues seems to disproportionately affect women. At my work, when a woman gets married, her system login gets updated with her new last name. … Continue reading “Changing User Names”