Digital gaming

my role
My task was to extend the current digital range and allow customers to explore, learn and buy different types of digital gaming products.
Customers found it easy to learn and discover new digital gaming products to buy.


During the discovery process, I attended numerous gaming workshops to learn about the problem that I was going to solve. Below are some of the key elements I learnt:

  • You can’t buy the digital equivalent of the game
  • You can’t buy digital currencies or add-ons
  • There is no ability to buy eGift cards or digital game passes
  • You have to be signed in to buy digital products
  • There is no option to gift digital products
  • You can’t toggle between different platforms


SEO & Analytics

In my SEO research, I found out internal customers were searching for games by typing the game name, platform name or both. The analytics showed high usage of the search functionality and majority of customers were landing on the PDP from search engines.

SEO data showing types of keywords
Analytics show high usage of internal search functionality
Customer interviews

I wanted to learn about how gaming customers shop, the research they do when they buy games and what journey they take through a website when purchasing a game. So I conducted 15min interviews with gaming shoppers.

Click to see customer verbatims from interviews
What I found out:
  1. When purchasing downloads customers want it instantly
  2. Customers buy for others like their children and friends
  3. They do alot of research before purchasing
  4. They use internal and external search to find products
  5. They type in the game name and/or platform name in search
  6. Price and special offers are important when purchasing
Gaming personas

From the research I gathered and my interviews with gaming customers, I was able to create these 4 personas. I gave them a name, age, the type of shopper they are and a detailed description about their purchasing behaviour. I also gave them a set of tasks and used them to create user journeys.

Gaming personas
Mega navigation changes

The current mega navigation was structured for SEO purposes and not customer orientated. I looked at content square data and saw some sections were getting 0.01% clicks. I regrouped the sections by platforms as this is how customers in the interviews told me how they shopped.

Mega navigation AS IS
New link structure of mega navigation
Content square data
Droplist ideas

To allow customers to toggle between platforms, editions or digital type of the products, I need to make changes to the selection component. I came up with different solutions and created a prototype in Axure and tested it in UserZoom to decide which was the best customer experience.

Game selection ideas
Launch prototype
UserZoom results


User Journeys

Using the gaming personas, I started designing detail wireframes of how a customer would go through the journey and purchase a game. The screens shows different touch points and which screens are interacted with.

Sharon buys a PS5 game for her grandchild
Mo buys FIFA23 for his sons
John using search to buy games
John buys a 3 months Xbox pass
Final UI Design

I designed the final UI using the style guides, grids and the different breakpoints. I worked with copywriters to complete the copy and demoed the designs to stakeholders so they knew what the experience would look like before launch.

Design of all breakpoints, scenarios and different digital products


During the implementation phase and exploring the project with the development team, the business found out the project had gone over budget due to a number of factors. I took the responsibility to rework the experience without effecting the core journey.


By reducing scope and removing features which do not effect the core journeys, I was able to reduce development which aligned with the budget and release it into market.

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