The account dashboard serves as an important navigational anchor for many users attempting to accomplish account-related tasks (similar to the ‘My Account’ drop-down). However, it’s important to acknowledge that, unlike e-commerce product navigation and e-commerce search, users almost never “sporadically” navigate their e-commerce account dashboard to “get inspiration” or “see what’s available”.
Our large-scale accounts & dashboard UX research reveal that users who navigate all their account dashboard and account pages only do so when they have a specific task they need to complete. Hence, within the account pages, users are extremely “task-oriented” with a single goal in mind; for example, “changing my password,” “updating my stored credit card,” “looking up my orders overview,” etc.
Our UX testing of account dashboards revealed that users are typically better off with a few somewhat long account pages rather than a deep multilayer navigation hierarchy, which proved difficult for users to navigate effectively.