Case Study
Disclaimer: This work is purely a case study for the development and optimization of a website. The considerations and references in this project are figments of imagination and have the sole purpose of documenting a process of improving user experience and design capabilities. All trademarks and photos are the property of their respective brands. The project is not a commercial project.
Problem definition
One of the main chains specialized in the sale of
videogames, gamestop.it has contacted you to report a series
of problems encountered in recent months, regarding the performance
of online sales.
Here is some information that they have provided:
> Decrease in conversion rate
> Increase in exit rate
> Comments on social networks: great difficulty in identifying
products of interest;
> Unsatisfactory NPS values.
Overall Strategy
Gamestop is known to the general public for the sale of video games: consoles, accessories, new and used videogames and gadgets of various kinds.
I will proceed by following this general strategy:
Navigate and analyze the main pages of the site and determine the main flows.
Define common tasks to execute on the site under study to evaluate its usability
Execute common tasks to analyze the pain points and the overall mood during the execution
Mitigate pain points with appropriate strategies of architectural restructuring and layout.
Realize the Design of some screens containing the key concepts and graphic elements renewed
Time to anaylize and test the website
Analysis Conclusion
Confusing graphics, heterogeneous palette (sometimes inconsistent), Self-promotional spots that distract the user, and a lot of other things made
Let’s make a Usability test
1
Purchase of a video game
2
Purchase of a video game of which we know the name/publisher
3
Purchase of a new console
Conclusion
The processes of search and navigation on the site gamestop.it are strongly compromised both by layout and structural limits (net of constraints and trade-offs of other nature that we will ignore for research purposes).
Optimizing flows to reduce steps
The (re)design proposal
The new version
A new improved dinamyc landing page with modern tiles
A new improved and clear top menu
A new powerful search with thumbnails
A new filter grids
A new improved information tile
A new extended game information window (overlapped and scrollable)
A new improved, accessible and coherent shopping cart
Takeaway
