One Console. Hundreds of Choices. One Clear Journey.
Simplifying how users explore, customise and purchase PlayStation products.
The challenge
Combining the functionality of two separate websites for a seamless and connected experience to enhance the e-commerce journey.
Site Audit
Understanding what currently exists
Key findings
- — PlayStation and PlayStation Store function as two separate platforms.
- — Disconnected experience from main site to ecommerce site
- — Basic e-commerce journey
- — Lacks opportunities to enhance the customer experience through additional items
- — Lack commercial opportunities to increase basket size through a guided e-commerce where customers can seamlessly purchase additional items
Competitor Analysis
Key findings
Understand the competitive landscape
- — One website for everything
- — Guided e-commerce journey
- — Seamless ability to purchase add ons
- — Easy navigation structures and pathways
- — Concise and informative resources
- — Distinct brand identities based on colour schemes, design language, typography and layout.
Competitor analysis findings
The detail
Finding 1
Meta Quest
High-quality product showcasing. Option to expand the storage size and add on any accessories before the payment method.
Finding 2
Meta Quest
Video advertising popular games. User is able to browse and add games before they commit to the payment.
Finding 3
Nintendo
Detailed information regarding the specifications of the Nintendo Switch. It doesn't include a price point in this section that's dedicated to Nintendo Switch.
Finding 4
Nintendo
In order to buy the product, you have to be redirected to My Nintendo Store. Opportunity to include Nintendo's accessories, such as cases, memory cards and controllers, underneath the option for purchase.
Finding 5
Xbox
Detailed product showcase including multiple bundles and colour variants with clear pricing and a bundle gallery to guide purchasing decisions.
Finding 6
Xbox
In order to buy the product, you have to be redirected to a separate store. Opportunity to include accessories such as controllers and headsets underneath the option for purchase.
Best practice
Benchmarking Apple, Google, Amazon, ASOS…
Industry leading
- — Interactive design elements elevate user experience by immersing them into the product.
- — E-Commerce efficiency - easy to navigate through detailed product information and specifications that allow users to make an informed decision.
- — Rich media and multimedia integration allow for a dynamic and visually appealing product display.
- — Visual hierarchy - effectively guides user's attention and prioritises relevant content.
Design working out
The solution
How did I answer the challenge?
My design of the PlayStation console browsing page
Accessory Customisation
Including extra straight after the product, creates a more seamless purchasing journey, adding compatible products at the point of selection rather than navigating through multiple pages. This aimed to simplify bundle creation and improve product discoverability.
My Approach
Through identifying pain points, i was able to develop a concept solution focused on improving the booking journey, information architecture, and usability. Restructuring meant addressing usability issues by streamlining the journey search and ticket selection process and improving information hierarchy,
Payment Process
My Solution
A seamless flow where users can go through the purchasing process without feeling any uncertainty. The consistency in layout, language, and design patterns reinforces the idea that the platform is reliable and secure.
With the payment process it's important for it to feel reliable, user-friendly, and thoughtfully designed. This encourages users to return and continue engaging with the service.
User testing
Validating the designs with users
What I would of done
- — Formulate a discussion guide
- — Testing designs on regular users of PS products
- — Take note of participant's feedback
- — Amend designs based on feedback
