Battle.net Ecommerce Shop 3.0

Theme: BROWSING AT SCALE

Support an intuitive player browsing experience for our growing and evolving catalog of games, products, franchises, and events.
Improve Navigation

How Might We...Create groupings that align with users' mental models, reduce clutter, and simplify?

Fun, Emotional, Evocative

How Might We... Utilize templates that can be adjusted for the unique identity of our games, utilize storytelling to enhance our browsing/discovery, and lead with emotion?

Personalized / Customized

How Might We... Improve targeting to show fewer, but more relevant products for each user to increase browsability, engagement, and a sense of connection with the Shop?

Understand-1
Understand-2
Understand-3
Understand-4
Understand-5
Understand-6

Workshop

Lightning-Demo-1-1
Lightning-Demo-2-1
Lightning-Demo-3-1
Lightning-Demo-4-1
Lightning-Demo-5-1
Lightning-Demo-6-1
Lightning-Demo-7-1
Lightning-Demo-8-1
Lightning-Demo-9
Lightning-Demo-10
Lightning-Demo-11
Lightning-Demo-12

Lightning Demos

Affinity-Mapping

How Might We... and Affinity Mapping

Think about and write down one (1) entry that best completes this sentence: "In 2 years, Battle.net web will be..."

Storyboard-ALL
Storyboard-1
Storyboard-2
Storyboard-3
Storyboard-4
Storyboard-5
Storyboard-6
Storyboard-7
Storyboard-8
Storyboard-9

Storyboard Sketch

Keeping our HMWs in mind, sketch out your top idea in 1-3 frames. This can be specific feature, a set of features, a flow, etc.

Don’t worry about fidelity, just make sure that the idea is clear enough.

Browsing-at-Scale-Concept-Process

Browsing at Scale Concept Explorations

Finalized Concept Mockup

© 2025 Felix Junghwan Choi; All rights reserved.