Project Title
Battle.net Shop Storefront 3.0
Project Timeline
June 2019 September 2019
BACKGROUND
In 2019, our team conducted the first trial of a product discovery process with a focus on the Shop's product pages. The results of this process generated a backlog of value-adding features that were identified through an understanding of the needs, concerns, and priorities of our users, partners, stakeholders, and immediate teams. In 2020, we planned to continue this process to develop a roadmap for the entire Shop storefront product and streamline our process for better iteration in future quarters.
My Role
Together with other designers, I participated in researching users, partners, and stakeholders as part of the discovery process. Afterwards, I led a workshop with a selected group from the research participants, focused on the theme of "Social Commerce". My team and I created design mockups to envision the future of the Battle.net Shop.
PROJECT DETAIL
The Battle.net Shop Storefront is a component of Blizzard's digital e-commerce platform, available on both the web and as an app. Its goal is to provide a seamless and high-quality shopping experience for players in all regions. The storefront caters to a diverse range of customers, including those who know exactly what they want to purchase, those browsing for a product that catches their eye, those who arrive at the shop through advertisements or external sites, and those searching for the latest deals and promotions on their favorite Blizzard and partner franchises. The storefront serves as the central location where players can easily find the products that best suit their needs and make confident purchasing decisions.
WHAT DOES A PREMIUM GAMES DESTINATION MEAN?
A "Premium Game Destination" refers to Battle.net's vision of becoming a leading platform for high-quality, premium gaming content and products. The aim is to provide players with an immersive and seamless shopping experience, where they can easily access a wide variety of gaming products, including those from Activision Blizzard and its partners. The focus is on delivering a premium experience that meets the needs and expectations of all types of players, and helps build confidence in making purchasing decisions.
In short, a "Premium Game Destination" is a platform that provides players with the best possible shopping experience for gaming products and content.
DISCOVERY
Facilitating Workshop for team and stakeholders
Competitive Analysis to discover the structures and features
User reseasrch through Blizzcon survey and Battle.net Forum
Google Analytics and Mouseflow
Long Story Short...
This is Confidential. Do not share it outside.
THEMES WITH POTENTIAL DESIGN SOLUTIONS
( Click on the title to see the detailed process!!! )
Increase the visibility of games, products, and promotions to players, and enable better ability to drive awareness of our games and products early in the player journey.
Support an intuitive player browsing experience for our growing and evolving catalog of games, products, franchises, and events.
Expand on recommendations and advance our personalization capabilities to serve players relevant games, products, and information they care about.
Create social engagement opportunities and expand on existing social feature value like gifts and wish lists.
DEVELOP
(In Progress)
This is a first draft version of high-fidelity mockup. This is NOT a finalized design, and it is made for the user testing purpose.
CONCEPT VALIDATION
The first step of a concept validation started with internal members with various disciplines. These are the members already participated in the early workshops and have some familiarity of the high level of the concept. The key insights we wanted to learn from this workshop was…
USABLE - Can our customer understand the solution and gain value?
VIABLE - Can this solution positively impact our business objectives?
FEASIBLE - Can we build the technology needed for this solution?
The stickies were color coded with different message types. The types of messages we seek were…
WORKS WELL - What is working?
DOES NOT WORK - What is not working and why?
IDEA - Suggest an idea!
QUESTION - Ask a question.
Concept validation of "Browsing at Scale" done with internal members.
Concept validation of "Discoverability" done with internal members.
Concept validation of "Personalization" done with internal members.
Concept validation of "Social Commerce" done with internal members.
Concept validation of "Improve Product Details" done with internal members.
Effort vs Value matrix of each features.
Categorizing of feature matrix per product group.
DESIGN STILL IN PROGRESS
Designing Shop 3.0 is a continuous effort and there is still much work to be done. Our team is continuously improving the user experience and adding new features to the site to meet the changing needs of our players. The ultimate goal is to create a seamless and intuitive shopping experience for all types of users. The timeline for this project is ongoing and we will continue to make progress towards our vision of a premium games destination on Battle.net.
Check my other works too!
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