Humble Bundle
Problem Summary
Humble Bundle is a digital storefront for videogames that originated as a service that “bundles” games together into a Pay What You Want model.
They eventually expanded into the Humble Store, which sells videogames more like a traditional commerce structure but ran into issues of poor content discoverability as well as lacking information for users to make educated purchasing decisions.
Role
As the only product designer in the company at the time, I worked directly with product and the CEO to wireframe and create the high fidelity designs of the entire redesign.
Years: 2016
Store Home Page
Despite having had a navigation redesign prior to this effort, stakeholders believed that content discovery was still an issue with the design. Besides the top navigation bar, the rest of the site had a static grid system that didn't allow for product categories or increased content.
The ultimate goal was to fit more products on the main page and broaden the customer's ability to discover products and deals. I spent a few days of researching competitors, other pain points, and talking to other teams within the company to gather more information on customer pain points. To solve the lack of customized product categories, I included carousels components in the front page design that would cycle through numerous pages of products. I also added in a tabbed list to the right side of the store design for easy access to best selling products and new products for customers.
Product Pages
One of the major parts or redesigning the store was to redo the way we give more information to customers about each game. The original design for the Store had modals that would overlay the store. While it helped keep users on the primary page, it didn't have enough space for all of the proper information a customer would need in order to make an educated purchase. And as we partnered with bigger publishers, there were more and more demands on what kinds of information should be included. On top of that, we didn't have unique URLs to these modals, so users couldn't share game products with their peers.
I researched other competitors such as Steam and GoG, but also looked closely at successful commerce sites like Amazon or Zappos to get an understanding of how they tackle products with large amounts of information.
The basic idea behind my solution to all of this was to keep information well segmented and the CTA bright and noticeable. I kept media and the media carousel to the left underneath the name, and all of the relevant information (like platform, genres, publishers, developers, etc.) along the right side underneath the CTA.
Unfortunately we didn't track whether or not it drove customers to purchase more games, however we were able to increase the SEO of our product pages and allow publishers and developers to add more important information to their respective games, such as EULAS and ESRB/PEGI ratings.