# Accounts & Self-Service UX Research Update and Expansion: 3 Key Takeaways

DevFeed: [Accounts & Self-Service UX Research Update and Expansion: 3 Key Takeaways](<https://devfeed.tech/articles/accounts-self-service-ux-research-update-and-expansion-3-key-takeaways-9361.md>)

Original publisher: [Read original article](<https://feeds.baymard.com/link/9825/17443305/accounts-and-self-service-ux-research-2026>)

Author: Sally Collins

Published: 2026-09-09T08:05:00Z

Content type: article

Language: en

Sources: [Baymard Institute](<https://devfeed.tech/sources/baymard-institute.md>)

Topics: [User interface design](<https://devfeed.tech/topics/ui-design.md>), [Authentication](<https://devfeed.tech/topics/authentication.md>), [passwords](<https://devfeed.tech/topics/passwords.md>), [MFA](<https://devfeed.tech/topics/mfa.md>), [web applications](<https://devfeed.tech/topics/web-applications.md>), [password reset](<https://devfeed.tech/topics/password-reset.md>)

Tags: [article](<https://devfeed.tech/tags/article.md>), [authentication](<https://devfeed.tech/tags/authentication.md>), [insights](<https://devfeed.tech/tags/insights.md>), [mobile](<https://devfeed.tech/tags/mobile.md>), [passwords](<https://devfeed.tech/tags/passwords.md>), [research](<https://devfeed.tech/tags/research.md>), [security](<https://devfeed.tech/tags/security.md>), [usability](<https://devfeed.tech/tags/usability.md>), [web](<https://devfeed.tech/tags/web.md>)

## AI overview

Baymard's updated Accounts & Self-Service UX research examines how ecommerce account experiences have changed since 2018. Based on more than 4,000 hours of research, 1,400 usability issues, and a survey of over 1,000 US adults, the article highlights account security and sign-in changes, including passkeys, one-time passcodes, and two-factor authentication.

## Source excerpt

(Note: Unfortunately, e-mail and RSS don't support advanced layouts and features. If the graphics in this article look strange, you may want to read the article in your web browser.) Key Takeaways Baymard has new research on Accounts & Self-Service UX The research uncovered UX issues and identified UX solutions specific to the Accounts area of ecommerce sites Much has changed in account security and sign in, order management and tracking, and order returns since our last large-scale research in 2018 Key Stats 4,000+ new hours of Accounts & Self-Service research 1,400+ usability issues observed in testing 1,000+ US adults surveyed as part of our complementary quantitative research Today at Baymard, we're announcing the launch of our new updated and expanded Accounts & Self-Service UX research. We first investigated UX issues in Accounts & Self-Service in 2018. In this update, we've retested all the UX issues observed in 2018, verified all our UX solutions, wrote new guidelines based on newly observed Accounts & Self-Service UX issues, and rewritten the bulk of our verified guidelines for improved usefulness and clarity. This work has resulted in 57 new and updated Accounts & Self-Service guidelines based on 1,400+ usability issues observed during testing. The 57 guidelines are a key foundation for ensuring a high-performing Accounts and Self-Service UX. Additionally, we've included mobile test observations for the first time. As a result, this study represents our most comprehensive findings on Accounts & Self Service ecommerce UX. In this article, we'll highlight 3 high-level insights from our new Accounts & Self-Service UX research findings. New Insights for Accounts & Self-Service UX Compared to 2018, the landscape of Accounts & Self-Service has changed dramatically, particularly in 3 areas. 1) Account Security and Sign In At J.Crew, participants updating their passwords were provided no guidance regarding the site's password requirements, and they were unable to