Boden Accounts

Redesigning Boden’s customer account area, account registration and sign in flow in line with company wide systems re-platforming project

Overview

The Challenge

The Boden customer account registration and self service area is no longer in line with industry standards and customer expectations. Areas of friction in My Account hindered customers from self managing marketing preferences. Account registration requirements are outdated and dissuading customers from creating accounts.

The Goal

Streamline the account registration and sign in journeys to reduce friction, update customer ‘My Account’ area to provide greater customer self-service features and ensure seamless integration with backend systems.

Implement industry standard changes that will support future development plans with company re-platforming to Microsoft D365.

Role: Lead UX Designer - UX Design, UI Design, Research, & Testing

Deliverables: User flows, Wireframes, Prototypes, Research and Testing reports

Site Analysis

In order to gain a thorough understanding of the existing customer journeys, I undertook a live site analysis on both mobile and desktop for each of the Boden markets.

It was important to understand the unique differences of each of the locations in which Boden operates, due to their own cultural and language differences, cultural expectations and legal requirements.

Throughout this process I liaised closely with the Boden customer service agents to understand what topics surrounding this journey they were most frequently contact about. I also liaised with the Boden marketing teams to understand their data collections requirements and legalities to ensure we also met their business needs.

Competitor Analysis

As there were a number of legal data collection requirements needing to be met throughout this proses, it was important to understand what the industry standards were - both for minimum requirements for account registration and what features customers expected from a My Account area.

These competitor insights provided the standard we could work towards with the redesign, and were a useful reference point when justifying design decisions to product and development teams.

User Flows

Using the previously completed analyses and insights from the Boden customer service, marketing, and legal teams I began to map out the user flows and requirements for account registration, sign in, and account area.

Once the core flows were established, various edge cases were mapped out in order to consider variations in user journeys including but not limited to;

  • Password reset journeys

  • Updating account credentials

  • Account sign in from checkout flow

  • Staff account user journeys

  • Updating customer details

These user flows were taken into initial workshops with UX, Product Management, and Development to discuss initial project prioritisation and validate the technical viability of suggested design decisions. Iterations were made on the user flows where needed before moving in to the design stage.

Wireframes

With the user flows and features mapped out and signed off on with product management and development teams, I moved into designing initial wireframes for the planned user flows.

Starting with low-fi wireframes before moving into higher fidelity designs, I had regular check ins with the broader project team to ensure business expectations, user needs, and technical viability were all being balanced throughout the process.

Throughout this stage care was taken to ensure all edge cases and error states were considered and mapped into designs.

UI Design

Working closely with the team’s UI Designer, I implemented the Boden design guidelines into high-fidelity wireframes for presentation to the wider project team. During this stage we collaborated on interaction design elements including selection drop downs, password requirement verification, loading states, and error states.

Next steps…

Towards the end of 2022 the business decision was made to move away from the planned re-platforming to Microsoft D365, and to pivot focus towards moving to an integrated Shopify based platform. This work is ongoing into 2024.