POSSIBLE (Wunderman Thompson)
Xbox.com
Redesign of Xbox.com and it’s games pages as part of the larger alignment of all Microsoft hardware properties that included Surface, Hololens, Band, and Hardware & Accessories.
Team
Microsoft Account Team
Role + Responsibilities
Visual and Interaction design lead
Overview
Xbox.com was part of a complete overhaul of related hardware sites that harmonized design components while maintaining specific brand characteristics. Unlike other hardware such as Surface or Hololens, Xbox leveraged more external resources - games - that required consideration beyond simply showcasing devices.
Research
A large part of the effort involved a competitive analysis of major platforms’ sites such as Nintendo Sony Playstation, and Steam, as well as gaming web stores including Chrome and the Apple app store. Other data collected in partnership with, and provided by Microsoft, cannot be shared.
Taking a look at what worked, and what didn’t, using a heuristic approach, we identified shared components for use across all hardware properties, as well as unique patterns specific to Xbox.
Outcomes
Launched on time in 2015, Xbox.com today still retains many of the characteristics of the original redesign that demonstrates clean and effective design patterns that showcase the console and the games on that platform.
Style guide
Authenticated pages
Served targeted games to users with accounts that generally indicated ownership of one or more devices.
Unauthenticated pages
Generally indicated gamers who are exploring purchasing a new console or “gifters” who are considering purchasing games and devices for others.
Flexible Marketing Areas
Common components, variable purpose.