Customer Accounts
Customer Accounts
Customer Accounts
Shopify
Shopify
Shopify
Product Designer
Product Designer
Product Designer
Customer Accounts - Core Experience
Customer Accounts - Core Experience
Customer Accounts - Core Experience
TL;DR
I led the end-to-end design of Shopify’s new Customer Accounts platform, replacing a legacy password-based system with a secure, passwordless, and extensible foundation.
The redesign introduced a frictionless authentication flow, a modern post-purchase hub with “Buy Again” and self-serve returns, and unified branding across the storefront and checkout.
These improvements elevated the buyer experience, increased login success, reduced support load, and enabled new capabilities like B2B and extensibility — establishing a scalable core for Shopify’s future growth.
I led the end-to-end design of Shopify’s new Customer Accounts platform, replacing a legacy password-based system with a secure, passwordless, and extensible foundation.
The redesign introduced a frictionless authentication flow, a modern post-purchase hub with “Buy Again” and self-serve returns, and unified branding across the storefront and checkout.
These improvements elevated the buyer experience, increased login success, reduced support load, and enabled new capabilities like B2B and extensibility — establishing a scalable core for Shopify’s future growth.
PROBLEM
High-Friction Login
Password fatigue led to abandoned carts, "forgot password" support request, and a slow, frustrating login process.
High-Friction Login
Password fatigue led to abandoned carts, "forgot password" support request, and a slow, frustrating login process.
Poor Shopper Experience
Nearly 1.8k apps created to workaround the fragmented buyer experience.
Poor Shopper Experience
Nearly 1.8k apps created to workaround the fragmented buyer experience.
Limited Extensibility
The rigid system could not support modern commerce needs like B2B profiles, self-serve returns, or seamless third-party integrations
Limited Extensibility
The rigid system could not support modern commerce needs like B2B profiles, self-serve returns, or seamless third-party integrations
SOLUTION
Passwordless Sign-in
Implemented a one-time-password (OTP) via email, eliminating the need to remember passwords and streamlining the entry point.
Passwordless Sign-in
Implemented a one-time-password (OTP) via email, eliminating the need to remember passwords and streamlining the entry point.
Modern & Polished
Redesigned accounts hub with card-based layouts, features like "Buy Again" and self-serve returns.
Modern & Polished
Redesigned accounts hub with card-based layouts, features like "Buy Again" and self-serve returns.
B2B Ready
Built native support for B2B operations and Custom Identity Providers (IDP/SSO), opening up new market segments for Shopify.
B2B Ready
Built native support for B2B operations and Custom Identity Providers (IDP/SSO), opening up new market segments for Shopify.
PROJECT OVERVIEW
In 2021 I joined Shopify, I had one mission; Rebuild the customer accounts platform from the ground up on a secure, frictionless and scalable.
At that time Shopify had a legacy system that was a bottleneck for the entire platform, blocking B2B merchants to take full advantage of the ecosystem.
This wasn't just a UI refresh; it was a strategic platform investment.
In 2021 I joined Shopify, I had one mission; Rebuild the customer accounts platform from the ground up on a secure, frictionless and scalable.
At that time Shopify had a legacy system that was a bottleneck for the entire platform, blocking B2B merchants to take full advantage of the ecosystem.
This wasn't just a UI refresh; it was a strategic platform investment.
MY ROLE
Lead the design strategy and execution to replace Shopify's legacy customer account system with a modern, secure, and extensible platform. The goal was to enhance security, drastically improve the shopper experience, and unlock advanced capabilities like B2B and self-serve returns
Lead the design strategy and execution to replace Shopify's legacy customer account system with a modern, secure, and extensible platform. The goal was to enhance security, drastically improve the shopper experience, and unlock advanced capabilities like B2B and self-serve returns
Design Strategy & Vision
Defined the UX vision and principles for the new customer account ecosystem.
Design Strategy & Vision
Defined the UX vision and principles for the new customer account ecosystem.
Cross-functional Collab
Worked closely with Product Management, Engineering, and Content Strategy to align on goals and deliver a cohesive product.
Cross-functional Collab
Worked closely with Product Management, Engineering, and Content Strategy to align on goals and deliver a cohesive product.
End-to-End Design Leadership
Led the creation of initial mockups, iterated through user feedback, and oversaw the design execution through launch.
End-to-End Design Leadership
Led the creation of initial mockups, iterated through user feedback, and oversaw the design execution through launch.
SOLUTION
This project was a journey of continuous improvement. Key evolutions include;
This project was a journey of continuous improvement. Key evolutions include;
Modern orders page
Modern orders page
I led the shift to an image-heavy order history, which was a significant UX improvement, putting the merchant's products front and center.
I led the shift to an image-heavy order history, which was a significant UX improvement, putting the merchant's products front and center.
Frictionless & Secure Authentication
Frictionless & Secure Authentication
Transitioned from legacy email/password login to a secure, low-friction sign-in process utilizing a One-Time Password (OTP) sent via email and streamlining the entry point.
Transitioned from legacy email/password login to a secure, low-friction sign-in process utilizing a One-Time Password (OTP) sent via email and streamlining the entry point.
Seamless Integration
Seamless Integration
Fully leveraged the ecosystem by enabling sign-in via the Shop App, further accelerating the path to purchase for millions of existing users.
Fully leveraged the ecosystem by enabling sign-in via the Shop App, further accelerating the path to purchase for millions of existing users.
Completely Self-Service
Completely Self-Service
Introduced features like "Buy Again" and self-serve returns, reducing merchant support load and driving repeat purchases.
Introduced features like "Buy Again" and self-serve returns, reducing merchant support load and driving repeat purchases.
Foundational for Growth & Customizations
Foundational for Growth & Customizations
Early designs focused on core features, but later iterations were built with extensibility in mind, allowing for the successful launch of the Customer Account Extensibility program.
Early designs focused on core features, but later iterations were built with extensibility in mind, allowing for the successful launch of the Customer Account Extensibility program.
Unified Branding API
Unified Branding API
Leveraged the existing Checkout branding settings, ensuring visual consistency from purchase to post-purchase and simplifying customization for merchants.
Leveraged the existing Checkout branding settings, ensuring visual consistency from purchase to post-purchase and simplifying customization for merchants.
Design Evolution
Design Evolution
Each round of feedback and iteration taught me something about the ecosystem, business goals and the product strategy being cooked by the senior leadership team. The final solution is result of deep curiosity and excitement, as well as great collaboration between different teams and disciplines.
Each round of feedback and iteration taught me something about the ecosystem, business goals and the product strategy being cooked by the senior leadership team. The final solution is result of deep curiosity and excitement, as well as great collaboration between different teams and disciplines.
RESULT & IMPACT