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.
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.
What I found out:
- When purchasing downloads customers want it instantly
- Customers buy for others like their children and friends
- They do alot of research before purchasing
- They use internal and external search to find products
- They type in the game name and/or platform name in search
- Price and special offers are important when purchasing
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.
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.
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.
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.
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.
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.