Ecommerce Onboarding Flow

To explore how to build a more personalized experience from the very moment a customer signs up for a store account, using a mock app design concept for REI Co-op.

For the purpose of this exercise, I've focused on how the sign up and onboarding flow might function. I plan to return in a later exercise to explore how a personalized user dashboard may appear once an account has been created.

For most Ecommerce sites when one creates an account, the purpose of the account is to track order, save payment and address information and collection membership points that can be used towards future orders. While data is collected for the purposes of marketing, particularly email marketing, Ecommerce websites have yet to use user accounts and user-based data (searches performed, filters used, previewed and purchased product) to create a personalized online shopping experience directly within the store site.

In this scenario, I've used REI as the base for my design and created a sign up / onboarding task flow where the user not only creates a member account but can set personalized preferences. These preferences can then be used to create personalized shop dashboards that works to highlight products and featured content based around the user preferences, searches and previously viewed or purchased product. While new and featured content can still be displayed, users no would no longer have to bypass a landing home page geared to the general and can immediate see and start shopping for the products or services that they desire.