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Used the wrong search box on my insurance site for 2 years and finally noticed the tiny label
I'd been typing my member ID into the top bar on the portal for 2 years thinking it was just slow, until a rep on the phone in Columbus told me that bar only searches help articles. The real login box was a skinny gray field buried under a banner ad with 9pt text that said "sign in here." How many other sites are hiding the one thing you need behind a search bar?
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