Fisher Scientific

Overview

As the premier scientific marketplace, Fisher Scientific has defined choice and convenience for over a century, offering over 2.5 million products and extensive support services to the research, production, healthcare, and science education markets worldwide. Our project aimed to modernize and simplify the account creation process on the Fisher Scientific website, making it more user-friendly and intuitive. We focused on streamlining the account creation process and providing users with the option to connect their business accounts.

Challenge

Legacy Registration

The legacy registration page was slightly clunky and outdated. Users were presented with a single, lengthy page without any separation, progress indicators, or password acceptance criteria. For business account applications, users are redirected to a separate form. This made the account creation process challenging for both personal and business account registrations.

Pain Points

Personal & Business Flows

To improve the experience, we decided to have separate paths for personal and business accounts. Personal account users needed the flexibility to create an account and connect their business information later, whereas business account users had to link their accounts upfront. Balancing what was essential for each type of account was challenging.

Email Verification

Initially, I proposed a two-step email verification process where users received a code to input on the registration page. However, this was simplified to a single-step verification using a clickable link, streamlining the process and reducing user friction.

Research

Best Practices & UX Benchmarks

Through Baymard Institute, I was able to access research studies and uncover best practices. This allowed me to better understand our users wants and needs during the account creation process.

Reviewed Other Sites

I examined the account creation processes of competitors and large retailers. Each site had unique approaches, from Wayfair’s simple email and password capture to Grainger’s detailed information collection. This research provided valuable insights into different methodologies for user registration.

Customer Journey Mapping

I developed journey maps for both personal and business account flows. This visualization helped refine and simplify the steps further, ensuring a seamless and intuitive user experience.

Solution

Improved Progressive Registration Flow

Collaborating with team members, we developed a progressive registration flow for both personal and business accounts. Our solution involved consolidating content into a series of quick and easy steps, guided by my research and analysis of best practices and competitor sites.

Create Your Account

Connect Your Business

Conclusion

The Progressive Registration flow successfully transformed the Fisher Scientific account creation process into a modern, user-friendly experience. By addressing the pain points and incorporating user-centric design principles, we improved usability, increased user satisfaction, and enhanced the overall appearance. This project not only streamlined the registration process but also aligned with Fisher Scientific’s commitment to choice and convenience, supporting their mission to keep science moving forward.