Usability Review: My Account Page
Loyal ecommerce shoppers often like to set up an account with etailers they visit frequently. This means that how you set up the “My Account” page can be important. In terms of design and usability, it is important to cater to your ecommerce shoppers. All of the examples below are the My Account pages for various etailers. Each represents the first thing that comes up when the My Account selection is made on an ecommerce Web site.
Personally, I like the Apple My Account page:
This page illustrates the following features:
- Fully navigable to the rest of the ecommerce Web site (including shopping cart)
- Order status
- Change account information option
- Company phone number easy to see
- Clearly states that you are logged in
- Search capability
- Simple, uncluttered design
Another interesting example is the Skechers Web site. In addition to having most of the features seen on the Apple My Account page, Skechers includes product recommendations. Those shown for me are not personalized, since I haven’t ordered anything yet. Presumably, as you place orders, your My Account page would reflect your preferences.
Another interesting feature can be found on the Wine.com My Account page. At the top, this ecommerce Web site keeps a running total of how much time is left for you to ship to make it to a major holiday — in this case Valentine’s Day.
An example I wasn’t too thrilled with is this one from Viva Terra. On the My Account page, your address immediately pops up. Not pleasant if you are not at a secure location. (Note: When I saw this, I changed my address for the purposes of this exercise. The address shown is not, in fact, my real address.)
Here are some more examples of My Account pages. Which do you like? And which do you dislike? Why?
Tags: ecommerce shoppers, ecommerce Web site, etailers, My Account page, screenshots
Posted by Miranda | February 11, 2008
camille February 12th, 2008
Good privacy point about having personal info displayed as soon as you log in. Thanks for the head’s up.
James Creare February 13th, 2008
Hi Miranda,
Thanks for the interesting blog, I see what you mean about the account area. I also like the apple web-site. I recently purchased the new macbook air, and as you can imagine every day since, I log on and check the dispatch status in ‘Your Account’. Even though the design won’t win an award, it is so simple and everything is there that you need.
With the sketchers web-site, I do the majority of my DVD / CD shopping at play.com they used to have a great feature where you could add to wishlist (like on your Magento). When you log into your account, you can see your wishlist at a glance, so you can always be reminded of things you want to buy. But PLAY.com have removed this feature!
I think in terms of conversions for the shop owener, displaying a wish list when you log-in is one of the best features to have.
Adam Creare February 13th, 2008
I’m not too keen on how the sketchers website clutters up 2/3 of the page with shoes that you may like. The account area should be an area where you can focus on important details of your account, not be bombarded with offers.
Nathan February 13th, 2008
Great post. That’s a lot of registration to do this research! Would be nice to see checkouts for all these sites, as well as all internal my account screens
Nathan
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Miranda February 14th, 2008
Thanks for your comments, all! I agree with Adam about the Skechers site. I think it is kind of annoying to have the “shoes you might like” listed. Especially since I hadn’t bought anything yet! Maybe I wouldn’t have minded some much if it had been more personalized. The idea of the wishlist is good, James. There are several sites that allow you to do that, and then when you log in you can be reminded of what you want. You’re right, Nathan. A TON of registration. I used an old, little-used email address to do it all in order to save my inbox!
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