The existing process was complicated and put a lot of the responsibility on the customer. They had several ways to get a MyLowe’s account: Sign up on the main website, sign up during the checkout process, or begin in the store and finish the rest online.
There were other issues as well. One was that there were already millions of existing customers who already had a Lowes.com account but needed to accept new terms and conditions in order to have a MyLowe’s account. The other was there were millions of customers who had started their account in the store but didn’t fully activate it by going online.
This lead to multiple customer segments: those who were grandfathered in, those who signed up online, and those who started to sign up in the store but didn’t activate their account completely, and those who signed up in the store and did activate their account.
The first step in identifying the problem was putting ourselves in the customer’s position. My co-worker went into a Lowe’s store to create an account while I went to the website to try and create one.
The online process was fairly simple, however depending on where I signed up on the site, I was asked to provide different information such as my address and phone number, and other times just my address.
We quickly identified that the store registration process was the cause of the problem due to the disconnect between the store and online. While customers were given a physical keyfob in the store, there was no way to fully create an account for the customer, sending them home to create it. We created a flow to illustrate the issues.
After talking to different store associates and observing customers creating an account, we came up with a simple two-part solution.
Lowe’s needed to stop handing out keyfobs in the store. They weren’t actually tied to a customer’s account until they went home and signed up online and added the card. This would prevent customers from assuming they had a MyLowe’s account and also prevent them from having a keyfob that wasn’t associated with them.
There needed to be two ways to create an account: create a temporary account in the store or sign up online. In the store, the cashier needed to be able to input a new customer’s name and email address so that an email would be sent directing the customer to complete their account by creating a password. It would then take them to their account information where they could then provide their phone number and address to request a keyfob be mailed to them if they wanted.
To create an account online, we needed to simplify the account sign up entry points. Currently there were five different modals depending on where a customer clicked. They also had the ability to create an account while checking out. We proposed a single sign in modal that would have a link to the registration page for new customers. We’d also pull this information into the checkout process.
By identifying the issues that were making it difficult and time-consuming for the customer, we were able to streamline the experience to make it easier for the customer to create a MyLowe’s account. Additional learnings:
1. Never Make Assumptions
When digging into the registration process, we assumed we were able to easily collect a customer’s email address. This was not the case, as there were several back-end systems that talked to each other and they were built to use a phone number as the customer’s ID. They’d have to be programmed to use the email address and it would take a while for the team to do that.
2. Not Everyone Understands Flows
When we were tasked with the project, our deliverables were just to create a flow for the back-end development team to setup the systems the best way. When we created these, several of the business partners didn’t understand them and needed rough wireframes to really understand how everything would function and look.