Role: UX/UI Design • Design Systems • Design Strategy
Timeframe: December 2023
Brief
Within 2 weeks, present a feasible design strategy and solution to redesign the Blizzard Shop homepage to improve personalization and discovery.
Impact
Increased user engagement by 13% as shown by AB testing.
Problem Statement
Context & Goals
Over the past three years, the design team had tried to redesign the homepage but feasibility challenges and disagreements with leadership prevented any designs from advancing to production.
In this sprint, our goal was to improve personalization and discovery while prioritizing feasibility.
Strategy
Product cards were the building blocks of the homepage. I hypothesized that polishing the card component and designing more variations would significantly improve the homepage and be much more feasible and scalable than a top-down approach.
Design Process
New Product Card Variants
I added 18 new types of product cards that were fully componentized and had toggle-able features. I also cleaned up our existing product cards in the team’s design system.With these new cards, I explored new section design possibilities:
Section Design Iterations
With the new cards, I created a massive set of 30 section layouts. I then parsed out unfeasible options with the help of my engineering lead. After a final review with the design team, we settled on 11 section designs below to pick from for the homepage prototype:
Hi-Fidelity Designs & Prototype
After the content, interaction design, and visual polish were added along with the new section ideas, the final mockup was ready to be presented to the Battle.net portfolio & senior leadership:
Results
My bottom-up approach was secured stakeholder approval for development as it prioritized feasibility by focusing on a single component. This moved the homepage project into testing for the first time since the initiative kicked off about 3+ years ago.
The designs increased user engagement by 13% as shown by AB testing.
