I have noticed in the past that many error messages in the user-facing system are less than helpful. It would be really helpful to explain what the actual issue is.
For instance, if a user tries to reset their password on a store without an account, the message is "Password reset request expired. Please, try again." No amount of trying again will yield a different result. It would be so much better to tell them that no account exists with that username/email.
That is just one example, I know there are more, although I can't recall what they are off the top of my head. I will post here as I come across them, but a thorough review of error messages in the system might be the best route.
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