Fab Axes Sign-Up Requirement For Its Design Shop, Admits User Experience Sucked (But Did Help It Get 7M Users)

Big news and a big admission for online designer shop Fab.com as it continues to scale up and make itself more user-friendly: For the first time, the site is letting people browse its online shop without having to log in, putting the online shop in line with the company's mobile app experience. The registration requirement has helped the company pick up 7 million registered users, �"but it was not a great user experience," Jason Goldberg, Fab's CEO and founder, wrote today in a blog post.�The company turned off the registration requirement today in the U.S., and Europe will come in 10 days. "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," he writes. From now, an account will only be required for those who want to add an item to a favorites list, or to buy something.

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