Dunkin’ Donuts has been trying to convert in-store customers to registered users. A month ago, I gave their set-up a try. The site looks great, but my experience was disappointing.

The Dunkin' Donuts account registration process looks attractive but doesn't work well.

I documented my experience via an annotated screenshot, and sent it off to the Dunkin’ Donuts support team (eDCP@ddnedc.com) with the following email:

“Dear Dunkin’ Donuts,

I am writing to let you know about a highly unsatisfactory interaction I had with your website this afternoon. I ate at a local DD store today, and afterward decided to fill out the online feedback survey at TellDunkin.com, since the staff at the store had been excellent.

The survey went fine, and at the end, I was prompted to sign up for the Dunkin’ perks program. What a user experience nightmare! No matter what I tried in order to sign up, including multiple web browsers, I could not register. Every email address I tried was rejected by the system as already being tied to an existing perks account.

I have taken the time to capture and annotate some screen images of the buggy processes I experienced today. I hope you will take the time to review them, and to respond to me with some concrete information about why this happened, and how it is being resolved.

Thank you in advance…”

I never heard anything back, but I now receive weekly emails from Dunkin’ Donuts encouraging me to complete my profile so that I can get the most out of the DD Perks program. I even made another fruitless attempt to get registered.

Unfortunately, the otherwise lively, attractive, well-designed Dunkin’ Donuts website belies a total system that, at least for me, was less than functional.