During my 3 month internship, our team worked with Ubisoft on their product pages to combat high rates of page abandonments.
Role: Product Design Intern on a team with a product manager, a designer and 2 engineers.
Result: Redesigned product page saw a jump in conversions by 12%
Ubisoft Entertainment is a French video game publisher, headquartered in Paris, France. Ubisoft is known for publishing acclaimed video game franchises like Assassin’s Creed, Just Dance, Far Cry and more. Ubisoft’s games can be bought from the Playstation store, the Xbox store or from the Ubisoft’s website.
For Ubisoft, the improvement in generation of leads and conversions that happen on the Buy Now page of their website was a key performance indicator when it came to user experience. The process began by studying the existing page to create a hypothesis that could be tested. The stated objective was to improve lead generation for the game on the buy now page.
Game titles listed on Ubisoft’s website were facing a high rate of page abandonment compared to the same titles on the Playstation and Xbox store. On an average, 19% of users who browsed a game title on a console store added it to their cart, while this was a mere 8% on their website.
Ubisoft wanted to optimize their conversions and do a mini redesign of their game title page.
The task flow to buy a game on console stores was quicker for two reasons. First, the store choose the cheapest game version as the default version. Second, there was no option to choose a console because these stores sold exclusively for their consoles. For example if you were buying a game for PS4 on the Playstation store your task flow to buy a game would be just two steps:
To buy a game on Ubisoft’s website you had to go through four steps:
This task flow to buy a game on ubisoft’s website involved a lot of scrolling and was not intuitive. We formed an early assumption that the placement of the third and the fourth step were not discoverable to a lot of user and was getting ignored by users who did not scroll past the first step.
To define the problem of the current game page, We ran heat-maps and an exit survey on the page to see where users were dropping off. We learned that poor scannability combined with a poor explanation of differences between the 4 versions of the game pass were confusing users.