The Accounts section of the Micksgarage site came about as a by product of fixing the Checkout process. During the wireframing and prototyping process many opportunities were discovered which we quite easily exploited.
Discussions with the Customer Service department showed that password retrieval and reset represented a significant portion of their time. Deployment of this feature substantially reduced calls of this nature.
Giving customers control over their accounts allowed MicksGarage to collect valuable data for marketing campaigns and the purchasing department. Customers were able to add their vehicle which shortened the path to product significantly.