User Account Creation—Enhancing Customer Interaction for Purple Mattress
Role
UX Designer
Duration
6 Months
Context
At Purple, I led the development of the company’s first user account system, integrating crucial features like order tracking and payment management. This initiative significantly enhanced customer interactions and supported business growth by improving user engagement and streamlining operations.
Approach
I conducted a comprehensive competitive audit of e-commerce user account portals, focusing on companies like Chewy, Best Buy, and other mattress retailers. This audit documented best practices, usability, and feature sets, ensuring Purple's user account system was competitive and user-friendly.
Leveraging Baymard Institute's extensive UX research and benchmarking standards, we ensured our design aligned with industry best practices for e-commerce. Collaborating with a Senior Researcher, we conducted moderated user tests to gauge interactions with e-commerce accounts, understanding user behavior, preferences, and pain points.
Solution
I mapped out user flows for account management at Purple, covering address, payment, and profile management. Identifying edge cases and necessary screens early ensured a smoother design process. Post research and wireframing, I created various UI iterations, blending user interaction seamlessly with Purple's brand identity. Integrating a new design system from an external firm required quick adaptation.
The final product included:
User Account Creation and Login
Screens for creating accounts, logging in, resetting passwords, and handling edge cases associated with account creation.Order Tracking
Allowing customers to view the status of their orders in real-time.Order History
Enabling users to see past purchases, detailed order history, and specific order details.Address Management
A centralized location for adding, editing, and managing shipping addresses.Payment Method Management
Enabling users to manage payment methods and review transaction history.
Impact
Revenue Growth
From 2020 to 2021, Purple's revenue increased from $648 million to $725 million. The user account system, especially the "Order History" feature, likely boosted repeat purchases, contributing to this growth.
Customer Support Efficiency
The system reduced support calls by allowing customers to track their orders themselves, improving efficiency and lowering costs. Operating expenses dropped from $311 million in 2021 to $242 million in 2022.
Customer Satisfaction
Easy access to past orders enhanced customer satisfaction, fostering loyalty and repeat business. The system's user-friendly design and strategic features significantly improved the overall customer experience.
