Understanding Your Customers

Geeking out about understanding your customers, making them happy, and profiting from it.

Understand That Your Customers Are Strapped for Time

in Champions of Understanding by Evan Hamilton

This is how you build an incorrect password notification.

No, I’m not trying to turn this into a design blog. I just want to give Meetup total kudos for having one of the few good “incorrect password” messages ever:

warning box saying this email address has a meetup account, but that was the wrong password

Meetup knows that I’m busy (going to meetups!) and understands that I probably have a lot of accounts online and can’t remember A) if I actually do have an account with Meetup, B) what email I used for it, and C) what password I used for it. They clarify that I do have an account attached to that email but that my password is incorrect. They even kindly remind me that passwords are case-sensitive.

Most password forms give you an unfriendly error message, giving you no clarity on whether A, B, or C is the issue. It infuriates me every time I see it:

login error saying incorrect email, username, or password, please try again

Nice work, Meetup. The fact that you apply your understanding of and care for your customers to such a minor part of your experience is awesome.

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