Blizzard Shop Checkout Redesign | Camille Vachon's Portfolio

Blizzard
Shop Checkout Redesign

Summary

In 2017, Blizzard’s digital store performed a redesign of the shop’s browsing pages. Following the initial redesign, Blizzard Shop PMs asked the UX team to look over a potential checkout redesign. On the UX side, I wanted to go beyond a simple visual redesign. I wanted to revisit the checkout funnel and identify the main user issues with our checkout flow.

Goals

Our main goal for this project was to increase the Blizzard Shop’s conversion rate. We believe that by providing our players a simple, trustworthy and consistent way to purchase items across all of Blizzard, they will be able to focus their energy and attention on playing our games.

Contribution

Principal UX Designer

I created the discovery and design plan.
Analyzed our current checkout flow quantitative and qualitative data.
Created the information architecture of our checkout structure.
Created user flows, wireframes and prototypes.
Created the optimization strategy.

Designs in this project are my own and do not necessarily reflect the views of Blizzard.

Discovery

A checkout redesign is a very broad mandate. Before starting any design work, I wanted to identify the areas where we should really focus on in order to help our players. I conducted a discovery phase to better identify the areas of opportunity:

Analysis of our current checkout flow
- What are all the eligibility checks done in checkout?
- How many page templates do we currently have?
Analyze checkout analytics, Business Intelligence and Splunk data
Interview Customer Support agents
Review past user research
Stakeholder concerns related to Shop checkout
Checkout competitive analysis

User flow mapping of current checkout

Findings

I gathered and analyzed the data collected, then created a pitch deck for the product teams, in order to educate the Project Managers and Engineering Leads on the biggest issues with our checkout flow. The goal of the presentation was to gain buy in from the product teams and add the suggested projects to the roadmap for the upcoming quarters.

Results

As a result of the discovery phase, I proposed a phased approached to the checkout redesign including:

A visual redesign to match the look and feel of the newly redesigned browsing pages
A series of concept and usability studies to gather player’s sentiments on the new checkout features
A series of A/B tests to test out new concepts & flows

For confidentiality reasons, I cannot share the details of the features proposed for this project.