Company
Team
Visual Designer × 1
Creative Director × 1
User Researcher × 1
Product Managers × 2
Engineer × 1
My Role
Responsibilities
Tools
Platforms
Year
Situation
EA Access subscribers wanted more information about games before committing to downloads of 15–40 GB. The existing Xbox app was stark, and Microsoft’s API didn’t expose marketplace data or friend activity.
Task
Create an immersive storefront that helped players decide what to play, using only what we could access: EA’s marketing library of images and video.
Result
Subscriber base doubled in two quarters
Game downloads more than doubled
About 5 screenshots viewed per game page
Research
Started from player research: subscribers wanted to gauge interest before an hours-long download.
Mapped what we could actually use with my PM: a large library of marketing images and video, but no marketplace data or friend activity from Microsoft.
The previous storefront: stark, with minimal information to help players decide.
Design
Made it immersive: fullscreen screenshots, video, and animated transitions instead of a stark list.
Invented a way to prototype for a controller, overlaying an Xbox d-pad in Principle to test navigation and animation.
Won the parallax debate with a prototype. Seeing it side by side, engineering chose to build the original vision.
The redesigned storefront: fullscreen screenshots, video, and animated transitions.
Learnings
A prototype can win an argument a spec can’t. Showing the engineer the same screen with and without parallax made the case for the extra effort better than any description.
