Utilizing Typography to Guide the Customer
Typography | User Flow | Journey Mapping | UI Design
"I keep getting a 'user status inactive' warning despite just setting up my account. Please fix this!"
A project manager contacted me after being informed of a series of customer complaints from new customers who were unable to access their accounts. Once the customer completed the registration form and attempted to log in, they were receiving a "user status inactive" error message. The project manager asked if we could improve our error message to better guide the customer, but once we walked through the customer journey, it became clear the real problem might be on the confirmation page.
Primary Goal: Make it more obvious to customers that they need to verify their email address after creating an account
Tools: Figma, Hotjar, pencil & paper
Compatability: Desktop & Mobile
In addition to walking through the users' flow, I reviewed our heatmaps and customer feedback in Hotjar to gain further insights into our customers' behaviors and issues. I noticed that the move heat map in Hotjar showed that customers were skipping over some of the critical information on the registration confirmation page.
By walking through the customer journey, it became clear that a customer might not see that they needed to verify their email address before logging into their new account.
Although I remain skeptical of a final result of zero, we saw an immediate decrease in new customer complaints about having issues logging into their account after this change. Before this update, we received 1-3 written feedbacks a week, and after this change, we received no written feedback from new customers about having issues logging in.