UK-based GAME allows customers to order online and shop in-store. However, disappointing conversion metrics from both their gifting and core gaming audiences exposed limitations within the design and framework of their online platform.
The GAME team wanted to restructure their conversion strategy and optimise the shopping experience for their online customers. N4 worked with GAME’s digital and development teams to reconcile their approach and improve their shopping portal, ultimately amplifying conversions.
Details
While the overarching goal was clear — increase the buyer conversion rate through improved UX and UI — we had many moving parts to consider throughout the process. On the surface, GAME has multiple product types with seasonal variations, unique requirements for each publisher and key title, and their gaming season varies from their gifting season.
Behind the scenes, GAME defined key metrics they wanted to target for improvement as well as specific services and benefits to promote; their internal team’s KPIs correlated directly to the existing site’s performance.
Our approach could not be linear. We had to be agile.
We focused on clearly defining the multiple audiences and objectives. During the discovery and concepting stages, N4 identified four core deliverables that would grow conversion metrics.
Gamers and gifters needed a universally intuitive platform, so we developed a new system that provided a richer and more connected experience that appealed to all shoppers, including student gamers — another key demographic.
Mobile, desktop, tablet, iOs, Android; no singular device type or operating system was associated with GAME’s customer base. Our proposed design system delivered a seamless primary and secondary navigation experience, regardless of device.
words
“N4 produced a level of thinking and design concepts that instantly elevated the Game.co.uk website and strategy.”
Andrew Grainger
CTDO, Game Digital
, N4
“Game is such a fun brand to work with. They have everything to play with, from great content, exciting franchises, and a massive brand awareness and customer base. When we engaged with Game, we really pushed the thinking to deliver something unique in the gaming space.”
Elliot Maher
Elliot Maher
Founder / Strategist
, N4
