Fab Removes Signup Requirement

At @Fab we believe that the best user experience gets out of the way.

For 15 months now, visitors to the Fab.com website have had to login in order to view the products on our website. This helped us gain 7 million registered members, but it was not a great user experience. Great user experiences get out of the way and help people get shit done. Our mobile experience has not required login — that was the right way to do it.

As we get 50% of our signups from social sharing, having this signup requirement to view products was really frustrating to users and shooting us in the foot. There’s not much worse than getting excited about a product your friend shared on Facebook or Pinterest or Twitter, then clicking through to view and buy the product and getting a huge login blocker. Lame. This was a huge source of complaints on Facebook and Twitter.

There are now nearly 10,000 products on Fab every single day. Why are we hiding them?!?! Duh! We want nothing more than for people to come to Fab and discover and find everyday amazing design finds that make them go Wow! (Btw. Ikea boasts having 9500 products on their website.) We’re building the world’s greatest design store. We should be making it as easy as possible for people to shop it! Again, just get out of the way.

So, today we’re putting our customers first, and we’re fixing this.

We’ve always said that Fab will win in the long term by putting the best interest of our customers first. It’s not about us. Today we’re doing one of those walk-the-talk things.

Here is what the Fab.com homepage looks like now. You can browse the entire website and participate in the Fab social commerce experience without any login required. An account is only needed if you want to add a product to your favorites or buy something.

The Fab Live Feed - Logged Out.

Example Product Page - Logged Out.

The signup to browse requirement is now removed from Fab.com in the U.S. We’ll do the same in Europe in 10 days.

Smile, you’re designed to - without registering.

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big deal.
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About

Betashop is the website of Jason Goldberg,
Founder & Chief Executive Officer at Fab.

Jason founded Fab in 2011 with Bradford Shellhammer (Chief Design Officer) and Nishith Shah (Chief Technology Officer).

Fab is everyday design.

Fab’s mission is to help people better their lives with design. Millions of people around the world use Fab to discover everyday design products at great prices, to connect with the world’s most exciting designers, and to share their favorite design inspirations. Smile, you're designed to.

Some have called Fab "the fastest growing E-commerce company on the planet." We like to say we're just doing our best to serve up great design that makes people smile.

Fab now serves more than 11 million members across 26 countries. Fab grew sales by more than 500% in 2012, one-third of which comes from users of the Fab mobile apps for iPad, iPhone, and Android devices. In February 2013 Fab was named the #5 most innovative company in the World by Fast Company. Fab won the award for Best E-Commerce Company of The Year at The Crunchies in both 2012 and 2011. It's all very humbling and inspiring. The truth is we celebrate our challenges more than our successes at Fab and we're really still just getting started.

Fab is the fourth company Jason founded. Jason previously founded fabulis, socialmedian, and Jobster. In 2009, following the sale of socialmedian to XING AG, Jason was Chief Product Officer at XING, based in Hamburg, Germany. Before starting Jobster in 2004, Jason led product and business initiatives at both T-Mobile USA and AOL Time Warner. In a prior life, Jason spent 6 years working 100 hours a week for Bill Clinton in the White House.

Jason is also an investor in and Board Member at RJ Metrics. He is also an investor in BlackJet and Twitter. Notable prior investments: TweetDeck.

Jason is a product guy. He loves to blog, loves transparency, and loves trying to make people smile. Jason shares everything about Fab on his blog, betashop, at http://betashop.com.

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