create account user testing
The Rockwell Automation Identity and Access Management System migrates all existing Rockwell user account systems into one user database. The first features we created were Sign In and Create Account. We then tested with Rockwell customers at Automation Fair, Rockwell’s annual training event.
hypothesis.
Users want the create account flow to be as quick and lightweight as possible, and prefer to be asked for deeper information in later contextual flows.
findings.
existing account holders were frustrated.
At Automation Fair, 65% of users attempted to create an account and got the error message that their account already existed. Users told us that they were accustomed to creating new accounts with Rockwell when they introduced new offerings, so most didn’t even try to use existing credentials. After completing the 4 required fields as well as following the standards to create a password, they were frustrated to learn that they already had an account.
Recommendation: Users with existing accounts should be able to quickly identify that they do not need to create a new account, before filling out extra information and without positioning the message as an error.
new users wanted the opportunity to avoid gating.
Many users asked questions about seeing gating modals after just creating their account. We heard questions like “Didn’t I just complete this?” Even though the gating modal was asking for different information than create account.
Recommendation: Evolve the sign up experience to give new users the option to complete the advanced profile in the create account flow.
test, learn, iterate.
A new card layout breaks the create account flow into a speedy and flexible steps to accommodate the insights we gathered from watching users interact with our first iteration.
faster feedback.
With the updated layout the system checks for existing accounts after asking the user for just one piece of information, saving the user time and effort. When an account exists, the message is positioned as a value add instead of an error, since single sign on is in fact of value to the user.
optional steps.
We watched our users create accounts because they wanted to purchase from Rockwell. These users expected to supply shipping information in this flow and were annoyed by being asked for it separately. To accommodate this use case, but not interrupt those that are speed focused, we’ve added optional steps.