Accounts & Self-Service

Question 1

Why is the “Account” drop-down a crucial navigational anchor for users?

Answer 1

Users immediately go to the “Account” drop-down when they’re trying to track an order, initiate a return, update a payment method, add an address, or perform some other account task.
It’s the first point of contact for many users attempting to access self-service features.

Question 2

What does testing reveal about what performs well for an “Account” drop-down?

Answer 2

1. Testing revealed that it should be placed upper-right corner of the interface; contain features for order tracking, managing payment methods, and other crucial account-management features; and be structured to separate primary from secondary account features.
2. Account drop-down can be further improved by personalizing the drop-down based on user’s individual context, allowing users to sign in from the drop-down, and being hover activated.

Question 3

What is recommended in terms of the account drop-down placement?

Answer 3

Always place the account drop-down in the upper-right corner of the interface. Ensure it is highly visible by providing adequate white space around it and not crowding it with other nav elements, and consider including a link to a user’s account in the footer.

Question 4

Where do users expect to find the “Account” drop-down?

Answer 4

In the upper-right corner of the interface.

Baymard benchmark data reveals that 92% sites place the “Account” drop-down there.

When it’s not placed there, users often become immediately stuck and are unsure where to look to find it.

Question 5

How does the “Account” drop-down act as a double duty?

Answer 5

1. Offers users access to account features
2. Also displays their signed-in state

Question 6

What do users do when they have trouble finding the “Account” drop-down, or the account feature they’re looking for?

Answer 6

They search the footer as a fallback