Other than the activation and serial codes for the sim and the phone all that they asked was a date of birth, the area code you want for the phone and a zipcode to localize the phone number. They also ask you to pick your plan. It was all done on the phone by voice prompt - no live person. They did not even ask for payment when activating. You do that after you activate the phone through refill.
I did it by phone - it probably would have even been easier on the website.