MyAccount refresh
My Account is a utilitarian flow where it provides customers with an easy way to access useful account information. Most importantly, it provides customers with an easy way to save things they may want to buy again in the future and gives us the opportunity to know our customers shopping habits.
Current state assessment & analysis
The heatmap from Hotjar shows a snapshot of where visitors interact the most through clicks once they are in their account. Most clicked on section is the Order History followed by MyAccount which functions as a back button to the MyAccount homepage.
Pathing within Order history: Reorder is the most interacted function within Order history.
Visits that include a login significantly outperform visits that do not in Average Order Value. Time on Site and Conversion Rate. Glasses visits who login convert at 13.32% vs 2.20% for visits who do not login and contact lens visits who login convert at 24.24% vs 7.49% who don’t.
The intent to buy is stronger from a visit who logins or creates an account. By logging in, they are already showing an interest in purchasing through either checking previous RX, refilling previous order, or using their account to save their favourite frames.
Order history makes up approximately 70% of page views within MyAccount.
MyAccount is not responsive. It relies on mobile site using Mobify. Due to the logistics and operations problem, only Order history is available for mobile. However, 25 - 30% of logins occur on a mobile device.
Problems
Mobile traffic surpassed desktop traffic yet login/create account/my account is not mobile friendly - losing the opportunity to provide an easy one click contact lens purchases. Not being able to fully access MyAccount from mobile causes inconvenience for mobile customers.
MyAccount is outdated with confusing information and labelling. Some areas of the flow does not work, for example “refer a friend”.
The user flow is outdated, cumbersome, and has too many friction points - requires 4-5 clicks before one can reach the order history detail page.
Goal
The objective of the project is to provide a better user experience for returning customers by improving ‘My Account’ features with a strong focus around Order History - as it is the most used function within MyAccount. The focus is also on optimizing mobile experience as mobile traffic surpassed that of desktop.
KIP: Login rate / contact lenses reorder rate / conversion rate / Average order value
User sentiments & journey
When I am shopping for contacts or glasses, I want the site to remember my information so that I don’t have to put it in every time I need it.
When I am shopping for an eyewear, I want to know the details of my order, so that I know when it will be delivered to me.
I want to be able to reorder my contact lenses easily.
I might lose my piece of paper that has my prescription.
I want to checkout faster when it’s time to.
I want to see what I have ordered in the past and maybe buy similar product.
As MVP, the aim is to streamline any major friction points in the user flows and update the terminologies and UI. The scope extends only as far as the current functionalities. Any new added functionality will be added as a second phase.
Wireframes & design iterations
Mobile
Mobile first approach to the overall design. Optimized for mobile customers.
Login & Create Account
When people land on the site, login dropdown will be automatically prompped to encourage create account and/or logins.
Login and create module as a “lightbox” - for ease access and implementation on every page including prescription form page and checkout which has different platform than the rest of the sites.
Order History
Order history consists of product cards that clearly display purchased items along with other information that is broken into digestable pieces.
My Profile
Clean, simple and easy to edit.
Prescriptions
Allows customers to edit or add their glasses or contact lenses prscription.
Results
Although slow to incline, the usage of MyAccount has increased 2% in the span of 3-4 months of the launch.
Contact lenses reorder rate has gone up adding incremental revenue of approximately 1-2%.
Next steps
A/B tested the auto drop down login/create account module to measure the engagement and saw 2% lift in conversion without the auto drop down component - appx. $30,000 / 6% ($2.30) lift in Revenue/visitor)
Second phase: reestablish what Contact lens subscription means to Clearly and add the functionality to MyAccount.