01. Overview
J&L Games is an e-commerce gaming store located in New York City. This is a conceptual redesign project for this small, community-focused gaming store. The store specializes in a carefully curated selection of both new and vintage video games, appealing to modern gamers as well as those seeking a nostalgic connection to their favorite childhood memories.
Although J&L Games already had an existing website, I saw an opportunity to improve its user experience and visual design. My goal was to create a more engaging and intuitive e-commerce experience that would help attract a larger audience, increase customer satisfaction, and drive more sales.
Problem
Our User Persona, Martha, enjoys playing video games after a long day at work with her partner because it helps her decompress and bond. When purchasing a game, she prefers the experience of shopping in person, but she doesn’t have the time to do so.
03. Design Process
For this project, I interviewed five gamers between the ages of 30 and 45 years old and conducted a usability test on their current site. Also, I did a feature inventory with 4 of their competitors and synthesized that data. I created a site map, based on the results of that research, prioritizing what matters to users the most. Creating a hierarchy of elements to simplify the user's experience. Keeping in mind a flow that allows the user to search for a product, select it, and purchase it seamlessly, I went ahead and drew sketches and performed a usability test on the lo-mid fi redesign. The users were asked to search for a specific video game and to add it to their cart and purchase it. I took the positive feedback from the first usability test and included those elements in the new design. Additionally, I included the results of my research, and compare it next to each other, and added color, font, logo, and other elements.
04. Solution & Results
My approach with this project was to offer a better, easier, intuitive, faster way for users.
I learned that the gaming community is a very open and social community that enjoys playing solo or with others. Gaming for them is part of their self-care, and they’re a community that is not demanding when it comes to a visually aesthetic website; they just want to navigate online when they’re unable to go out and search for their preferred game, download it and play!