Spool on Sign-In Design
Jared Spool writes in a recent article, “Designing an account registration and sign-in process that doesn’t frustrate users turns out to be very difficult to achieve. It looks easy at the outset, but a pile of subtleties can sneak up on your experience, making something that should be simple become stressful for the users.” He’s right; something that should be so easy is so easy to get wrong. Here’s a summary of Spool’s “8 Design Mistakes to Avoid” for account sign-in, along with a few of my own observations:
- Mistake #1: Having a Sign-in In The First Place. I couldn’t agree more. I see so many sites that require a sign-in without providing any apparent value to the site, and (worse) no value to the user—a recipe for a zero return rate.
- Mistake #2: Requiring Sign-in Too Soon and Mistake #3: Not Stating the Benefits to Registering. People need to be motivated first. You have to show them at least some of the goods before they will entrust you with their time and information.
- Mistake #4: Hiding the Sign-In Button and Mistake #6: Not Providing Sign-in Opportunities at Key Locations. (No comment.)
- Mistake #5: Not Making “Create New Account” or “Forgot Your Password” a Button or Link. Between my wife and me, we probably forget at least one ID or password per week. How ‘bout you?
- Mistake #7: Asking for Too Much Information When Registering. Usually the designer wants a clean, straightforward experience, but someone on the business or marketing side wants to turn a legitimate registration need into a 10-page segmentation survey! Designers—push back! Convince the business side that you should ask the bare minimum, or wave goodbye to most of your registrants.
- Mistake #8: Not Telling Users How You’ll Use Their Information.
For more discussion and examples, see the full article . Also see Aaron Cannon’s post on the impact captchas could have on disabled users as part of a sign-in process.
Also see Spool’s follow-up article with 8 more sign-in design mistakes.