Redesigning Battle.net Download Experience

I facilitated a workshop with key stakeholders. I first set the context and filled in any informational gaps for my cross-functional partners then conducted competitive analysis (i.e. Xbox, Microsoft, EA, and Steam.), sketching, and aligning on next steps.

This workshop produced multiple design ideas for me to mock up & explore, insight into how our product can stay competitive in the market, and gathered cross-functional partners onto the same page.

I explored ideas from the workshop via sketches, reviewed with stakeholders to identify the most feasible ideas, translated sketches into mid-fidelity using a new design system called BaseUI.

I conducted an unmoderated usability study with 7 participants. We found that the download confirmation page didn’t provide enough information about what products were being downloaded. Participants thought the page was downloading the game file, but in reality, it was downloading the .exe file for the Battle.net desktop app. Participants were also confused about what Battle.net was and how they could launch their games. I iterated on the designs in response to the findings.

Overall, the designs made complete visual, branding, and user experience overhauls. Compare and contrast the designs below:

The download flows were outdated and previously unmapped. After thorough research, stakeholder interviews, and teamwork, I developed a comprehensive journey map for Battle.net's download pages. This map guided discussions with partner teams on which improvements to implement, leading to the changes outlined below: 

The designs achieved a 7% increase in completed downloads, 13% increase in page visits, and 2M+ monthly downloads, supporting Diablo 4's record $666M in sales. This project was fast-paced and allowed me to get hands-on with every step of the development process including design, research, data, and PM, which I really enjoyed.