Rebuilding the account experience through platform migration
Rebuilding the account experience through platform migration
Redesigning identity and account management for one of Australia's largest electronics retailer on a new Shopify platform
• User flows
• Prototypes
• OTP authentication flows
• Dashboard design
Platform migration and full account redesign. Covering sign-in, account creation, and the My Account dashboard including purchase history, StoreCash, and exclusive offers.
INTRODUCTION
The Good Guys is one of Australia's largest consumer electronics retailers. When the team moved to Shopify, it was a chance to rebuild the customer account experience from the ground up.
Instead of carrying over old accounts, we designed a new system where a verified mobile number is the key to unlocking purchase history, StoreCash rewards, and exclusive offers.
• User flows
• Prototypes
• OTP authentication flows
• Dashboard design
Platform migration and full account redesign. Covering sign-in, account creation, and the My Account dashboard including purchase history, StoreCash, and exclusive offers.
INTRODUCTION
The Good Guys is one of Australia's largest consumer electronics retailers. When the team moved to Shopify, it was a chance to rebuild the customer account experience from the ground up.
Instead of carrying over old accounts, we designed a new system where a verified mobile number is the key to unlocking purchase history, StoreCash rewards, and exclusive offers.
I was the lead designer on the My Account project. I worked across the full experience, from sign-in and account creation through to the dashboard and order history. I worked closely with product managers, business analysts, and the Azure B2C team to turn complex technical requirements into simple, easy-to-use flows.
I was the lead designer on the My Account project. I worked across the full experience, from sign-in and account creation through to the dashboard and order history. I worked closely with product managers, business analysts, and the Azure B2C team to turn complex technical requirements into simple, easy-to-use flows.
When we moved to Shopify, existing accounts could not be carried over. Every customer had to start fresh. The old My Account had built up 1.37 million users over 14 years. We needed to design a sign-up experience that felt easy, gave people a real reason to verify their mobile number, and showed them the right information without feeling overwhelming.
How can The Good Guys create a simple, passwordless account experience that encourages mobile verification and helps customers reconnect with their purchase history and rewards on a new platform?
When we moved to Shopify, existing accounts could not be carried over. Every customer had to start fresh. The old My Account had built up 1.37 million users over 14 years. We needed to design a sign-up experience that felt easy, gave people a real reason to verify their mobile number, and showed them the right information without feeling overwhelming.
How can The Good Guys create a simple, passwordless account experience that encourages mobile verification and helps customers reconnect with their purchase history and rewards on a new platform?
Sign in without needing a password
View up to 24 months of purchase history
See StoreCash rewards and offers
Log in via mobile, email, or social
Reconnect customers to their StoreCash
Get more customers to verify their mobile
Reduce account-related support requests
Set up personalisation and loyalty for the future
• Exclusive Black Friday deals .
• Sign-up incentive
• Personalised recommendations
• Long-term value and satisfaction
• Increase subscriber acquisition
• Enhance brand awareness
• Differentiate from competitors
• Maximise revenue generation
• Foster long-term customer loyalty
Users can sign in three ways: mobile number, email address, or social login via Google, Apple, Facebook, or Microsoft. All three paths go through Azure B2C for verification before landing on the dashboard. A key design decision was treating mobile verification as the value unlock. Without it, users can only see future online orders. Once verified, they get 24 months of history and access to their StoreCash.
Users can sign in three ways: mobile number, email address, or social login via Google, Apple, Facebook, or Microsoft. All three paths go through Azure B2C for verification before landing on the dashboard. A key design decision was treating mobile verification as the value unlock. Without it, users can only see future online orders. Once verified, they get 24 months of history and access to their StoreCash.
Passwordless at scale. Most Australian shoppers were used to logging in with an email and password. Moving to OTP-only meant every step needed clear, reassuring copy about why we were asking for a mobile number and what it would unlock.
Making verification feel worthwhile. Verifying a mobile number was the gateway to purchase history and StoreCash. The design needed to frame this as a reward, not a requirement, so users could immediately see what they would gain by doing it.
Account setup from the order confirmation page. Customers who placed an order without an account could set up their account directly from the confirmation page. Pre-filling their name from the order reduced friction and helped more people complete the setup.
Connecting identities without creating duplicates. Social login users who later added a mobile number needed their accounts correctly linked in B2C, without accidentally creating duplicate accounts or giving access to someone else's wallet.
6-digit code, 10 min expriry
Orders, StoreCash and more
The My Account dashboard was designed around five core sections: personal details, StoreCash offers, exclusive member offers, purchase history, and a persistent mobile verification prompt for users who hadn't yet unlocked full benefits. The purchase history component surfaces the 10 most recent orders on load (5 on mobile), with order status, product images, and inline tracking links — reducing the need for support contact.
The My Account dashboard was designed around five core sections: personal details, StoreCash offers, exclusive member offers, purchase history, and a persistent mobile verification prompt for users who hadn't yet unlocked full benefits. The purchase history component surfaces the 10 most recent orders on load (5 on mobile), with order status, product images, and inline tracking links, reducing the need for support contact.
mobile or email vs 6% social
13,252 sign-ins, 95% of all social logins
The old My Account took 14 years to reach 1.37 million users, around 97,857 per year. The new Shopify experience is growing at around 423,550 users per year, which is 4.3x faster. Most users chose to link both their email and mobile number, which showed that framing verification as a reward rather than a requirement really worked.
The numbers backed up what we set out to do. With 283,742 users linking both email and mobile, the idea of treating verification as a value exchange paid off. When people understand what they get in return, they are much more likely to take the extra step.
Working within Azure B2C's technical limits pushed me to collaborate with engineers from the very start, which helped us find solutions that felt simple to users even when the back-end was complex. While we did not have component-level analytics at launch, the overall growth data gave us a strong signal that the new experience is working. More detailed tracking is now being built in to help us keep improving.
© Daniel Almeida • 2026
Melbourne, Australia
© Daniel Almeida • 2026
Melbourne, Australia
