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Companies have a problem on their sign in page: they need new users to register, and they need returning users to log in. Usually they have two separate forms, or one group gets short shrift. Jakob Nielsen pointed out Amazon's design in his latest Useit column, and the more I've looked at it the better it looks. I'm surprised more sites haven't copied this design. Both new and returning users have to enter in their email address. New users will not be able to enter in their password, so they find the radio button that says "I'm a new user" and Amazon's sped up the process by collecting their email address already. Returning users (the large majority) enter in their password and get started. Awesome.