During installation, users didn't like the subtl handling of creating user 1 and were unsure about including two email addresses

4 of 5 thought we weren't explicit enough that they were creating a master account, and showing it's importance.

2 of 5 weren't sure what the difference was between the site email address and maintenance email address, or which one would get the updates that you opt into at the end of the form [we should clarify this!]

Possible solutions

Quick solution: Explain the Site maintenance is the Master account and needs to be available at all times
Quick solution: Relabel ‘E-mail address’ to ‘Site maintenance email-address’ to clarify
Ideal solution: Better UI / themeing to offer proper visual hierarchy
Ideal solution: Redesign this page to offer the opportunity to use the same email address (default checkbox “use same” (Commerce Kickstart has a single ‘store[front] e-mail address’, it explains site maintenance account credentials will be mailed to the store address)