CASE STUDIES / GREEN MAN GAMING
MOBILE LUBRICATION
Global retailer of video game keys (codes to allow digital downloads of PC and console games) had a problem. Quite a large mobile-shaped problem actually.
Their reporting showed that whilst 1/3 of all web traffic was on the mobile device, sales were less than half of that on desktop.
Time to find out why. Cue the music...
Project/ task components
Discovery:
Persona definition, existing site experience mapping, competitor analysis, Google Analytics analysis
Testing hypotheses:
Content strategy, User flows, Site/Page IA, Wireframing, Prototyping, Prototype user testing
UX/UI/ design:
Design system updates (modules, components and templates)
The initial phases of this project involved a whole bunch of research tasks plus immersion workshops with the main stakeholders. This was not only to understand their business better, it also allowed us to talk to the discipline heads to ensure all parts of the business were being represented. Firstly, we experience mapped the site, focussing on key user journeys along the path to purchase, through the eyes of their audience personas, alongside an in-depth analysis of their site analytics to see if we could identify sub-optimal or broken flows. Alongside this, we sent out a large customer survey to 160,000 of the Green Man Gaming user base.
The outcomes from this phase included stakeholder reports, some brand insights and a set of hypotheses that identified possible reasons to the mobile site underperforming.
Testing Hypotheses
From the outputs of the discovery work, we created 3 primary hypotheses that could be affecting the mobile experience. These were in the areas of: Search, Content Organisation and the Path to Purchase.
Just to note, the original mobile site was designed and built with a 'graceful degradation' approach from a desktop-first responsive philosophy.
A set of improved flows and user experiences were created and iteratively user-tested using high fidelity prototypes.
Information Design
The iterative user testing of the prototypes allowed us to shape not only the flows and the page level architecture, but also gave us valuable insights into the brand proposition and messaging, cross-platform symbiosis, and issues that affect the entire game-key vertical around legitimacy of the product offering.
Taking all this into account, we created a set of implementation recommendations, that went as far as to define a key proposition and guiding principle.
Wireframes
All wireframes that informed the prototypes were tweaked and improved throughout the iterative user testing. At the end of the sprint, they were fully annotated and packaged as an information design system, built from atomic design principles and designed to be easily implementable by Green Man Gaming's in-house Engineering team.
Rollout
Green Man Gaming focussed primarily on developing the improvements to their search functionality. Due to some platform limitations, some of the critical improvements couldn't be done out of the box, or would need a different e-commerce platform to achieve. We considered them so important however that they couldn't be overlooked.
Off the back of this project, we also conducted in-depth research into the buying habits and behaviours in the Chinese gamer market, including several face-to-face user interviews. This was the first time I've designed research materials in Mandarin!
这很有趣而且内容丰富
