The main objectives of the I-play.com redesign were to engage users longer on the site and help them to discover, play and purchase new games. Advertising also had to be woven into the site and standardized. The main tactics included integrating log-in with partner sites or social networks, adding the ability to rate games, adding the ability to receive custom recommendations, improving the cart experience, and finally, venting the architecture and improving the site search functionality so that there were plenty of ways to browse games or search for a specific title. The Customer Service admin was also redesigned to improve the user experience for employees, thereby improving the CS process for customers.
Role: User Experience Design
Client: Empathy Lab