Account Settings Unification & Redesign
Reduced customer data mismatches by over 50% across hundreds of thousands of Walgreens accounts by designing a cohesive and user-friendly dashboard that unified account data from multiple lines of business.
Company
Walgreens
Industry
Retail Healthcare
Responsive Web Design
Product UX/UI Design
Competitive Analysis
Research
Overview
As Walgreens continued rapidly expanding into ecommerce, our customer's account settings were quickly becoming scattered and disorganized throughout several different account portals, flows, and interfaces. The primary objectives of this project were to enhance and unify the user experience for accessing, updating, and deleting account information across several disorganized account portals while simultaneously increasing verified customer information, such as phone numbers and email addresses. The project scope also included modernizing the interface in alignment with Walgreens' newly updated brand guidelines and component library.
The Impact
Drastically Reduced Data Mismatches:
1. Achieved overa 52% reduction in stored data mismatches (phone numbers, email addresses, and DOBs) for customers that previously had more than one active line of business account, as reported by QA and engineering teams. 2. Over a 150%+ increase in verified phone numbers across active accounts, as reported by engineering teams. (Both achieved via a 2FA prompt after a first time sign-in, post-redesign launch!)
Improved Usability:
1. Task completion time improved by upwards of 45% (110s~ to 60s~), via a UserTesting.com campaign consisting of 8 tests. 2. Users also confirmed that the new design provided a more intuitive and transparent experience.
Consistent and Modern Design:
Successfully unified visual styling across all account settings screens on mobile and desktop, ensuring brand consistency and presenting a more professional, polished look.
The Problems
1. Inconsistency Across Portals:
Customer information was not synchronized across Walgreens' multiple line of business' portals (e.g., retail, loyalty, or pharmacy, etc.), leading to inconsistent data.
2. Outdated and Disjointed Flows:
The existing account settings experience required multiple clicks or taps through disorganized pages, modals, and links, often relying on outdated design components.
3. Limited Scalability:
Existing flows could not accommodate new states or processes required by updated business needs and design standards. ex. The image below is an example of the old flow, demonstrating how tedious the steps were if a user wanted to update, for example, both their phone number and password:
The Goals
As a business, I want to:
1. Reduce mismatched phone numbers, email addresses, and names for customers with more than one active LOB account. 2. Increase volume of verified phone numbers among both active and new account sign ups. 3. Continue to drive NPS (Net Promoter Score) to solidify customer trust and satisfaction.
As a user, I want to:
1. Have a consistent, unified experience when viewing or updating my account information. 2. Be confident that my information is going to be saved and accessible across all of my devices and portals, no matter what Walgreens service I'm using.
The Process
Research and Competitive Analysis:
We started by conducting a comparative study, of both direct competitors and companies outside our industry, by exploring popular tech apps and websites to identify best practices in handling account settings and multiple account types. Here's an example of how some of our direct competitors handled their account settings:
Wireframes & Iterations:
After spending time researching and ideating with my Sr. UX Design partner, we proposed two different approaches to stakeholders, a tile block interface and a dropdown interface. After reviewing and gathering feedback from stakeholders in planned design update meetings and from others on the design team in our weekly design critique, we settled on the tile block direction - confident we could take care of a few birds with one stone: 1. Greatly improved flow clarity. 2. Aligned with existing iOS/Android styling and more recent web experiences that utilized the updated design system components. 3. Protected scalability and ensured minimal design and development time if additional steps, screens, or flows needed to be added in the future.
Visual Design & Implementation:
Utilizing our newly updated design system's component library, I took a mobile-first approach to the design and quickly achieved a unified and cohesive look throughout the several account settings screens for both mobile and desktop. We partnered with our engineering team early on and had consistent check-ins throughout to ensure the technical feasibility of syncing and displaying data across portals and implementing updated flows.
