Project:
PlayStation Direct
vision:
PlayStation Direct will meet the consumer where they are: at the console and beyond through organic points of exploration, sale, delivery, and services. Direct will control PlayStation's destiny though direct to gamer sales platform for hardware, accessories, content, and merchandise.
Problem:
PlayStation aimed to launch their own trusted channel for selling physical goods, leveraging data from their platforms to enhance the gamer experience on PlayStation Direct. To achieve this, they sought to modernize their platform, setting the stage for future success by implementing modern integrations, architecture, and content management systems, empowering them to evolve the MVP and expand upon it.
Approach:
Armed with insights from interviews, diligent research, and a clear vision for PlayStation Direct, our team embarked on a design adventurer. We kicked things off by conjuring up some Experience Principles rooted in the goals of SIE stakeholders, gleaned from interviews and feasibility studies. Next up? We crafted end-to-end customer journeys that embody those principles, setting the stage not just for day one, but for all the future bells and whistles. From there, it was all about building a system of page templates, components, and information architecture that would make the gaming gods proud. And of course, no adventure is complete without a healthy dose of user testing and stakeholder feedback to keep us on our toes.
my role:
I collaborated closely with PlayStation product leads and owners to ensure that the MVP remained true to the PlayStation brand and experience. Working with a large cross-functional team, including stakeholders from supply chain integrations, marketing, accounts, retail, and brand, we jointly stood up this new platform through extensive collaboration. I also had the responsibility to give strategic direction to our product designer as well as being an individual contributor.
deliverables:
End-to-End Journeys
Experience Playbook
Ecommerce Page & Compoent Templates
team:
Sam Caplan
Design Manager
Michaela Morris
Engagement Manager
Vincent Gonska
Lead Designer
Tim Wong
Designer
Project:
PlayStation Direct
vision:
PlayStation Direct will meet the consumer where they are, at the console and beyond through organic points of exploration, sale, delivery, and services. Direct will control PlayStations destiny though direct to gamer sales platform for hardware, accessories, content, and merchandise.
Problem:
PlayStation aimed to launch their own trusted channel for selling physical goods, leveraging data from their platforms to enhance the gamer experience on PlayStation Direct. To achieve this, they sought to modernize their platform, setting the stage for future success by implementing modern integrations, architecture, and content management systems, empowering them to evolve the MVP and expand upon it.
Approach:
Armed with insights from interviews, diligent research, and a clear vision for PlayStation Direct, our team embarked on a design adventurer. We kicked things off by conjuring up some Experience Principles rooted in the goals of SIE stakeholders, gleaned from interviews and feasibility studies. Next up? We crafted end-to-end customer journeys that embody those principles, setting the stage not just for day one, but for all the future bells and whistles. From there, it was all about building a system of page templates, components, and information architecture that would make the gaming gods proud. And of course, no adventure is complete without a healthy dose of user testing and stakeholder feedback to keep us on our toes.
my role:
I collaborated closely with PlayStation product leads and owners to ensure that the MVP remained true to the PlayStation brand and experience. Working with a large cross-functional team, including stakeholders from supply chain integrations, marketing, accounts, retail, and brand, we jointly stood up this new platform through extensive collaboration. I also had the responsibility to give strategic direction to our product designer as well as being an individual contributor.
deliverables:
End-to-End Journeys
Experience Playbook
Ecommerce Page & Compoent Templates
team:
Sam Caplan
Design Manager
Michaela Morris
Engagement Manager
Vincent Gonska
Lead Designer
Tim Wong
Designer
Project:
PlayStation Direct
vision:
PlayStation Direct will meet the consumer where they are, at the console and beyond through organic points of exploration, sale, delivery, and services. Direct will control PlayStations destiny though direct to gamer sales platform for hardware, accessories, content, and merchandise.
Problem:
PlayStation aimed to launch their own trusted channel for selling physical goods, leveraging data from their platforms to enhance the gamer experience on PlayStation Direct. To achieve this, they sought to modernize their platform, setting the stage for future success by implementing modern integrations, architecture, and content management systems, empowering them to evolve the MVP and expand upon it.
Approach:
Armed with insights from interviews, diligent research, and a clear vision for PlayStation Direct, our team embarked on a design adventurer. We kicked things off by conjuring up some Experience Principles rooted in the goals of SIE stakeholders, gleaned from interviews and feasibility studies. Next up? We crafted end-to-end customer journeys that embody those principles, setting the stage not just for day one, but for all the future bells and whistles. From there, it was all about building a system of page templates, components, and information architecture that would make the gaming gods proud. And of course, no adventure is complete without a healthy dose of user testing and stakeholder feedback to keep us on our toes.
my role:
I collaborated closely with PlayStation product leads and owners to ensure that the MVP remained true to the PlayStation brand and experience. Working with a large cross-functional team, including stakeholders from supply chain integrations, marketing, accounts, retail, and brand, we jointly stood up this new platform through extensive collaboration. I also had the responsibility to give strategic direction to our product designer as well as being an individual contributor.
deliverables:
End-to-End Journeys
Experience Playbook
Ecommerce Page & Compoent Templates
team:
Sam Caplan
Design Manager
Michaela Morris
Engagement Manager
Vincent Gonska
Lead Designer
Tim Wong
Designer
Casestudy
Casestudy
Casestudy
Check it Out:
The casestudy video—a quick peek at the whole shebang. Sony's brass used it to bring their team up to speed on the project's ins and outs, while the Deloitte crew flashed it to woo potential clients.
Even though I specialize in product design, I tapped into my art direction, video editing, and motion design skills to give this video some spice.
Check it Out:
The casestudy video—a quick peek at the whole shebang. Sony's brass used it to bring their team up to speed on the project's ins and outs, while the Deloitte crew flashed it to woo potential clients.
Even though I specialize in product design, I tapped into my art direction, video editing, and motion design skills to give this video some spice.
Check it Out:
The casestudy video—a quick peek at the whole shebang. Sony's brass used it to bring their team up to speed on the project's ins and outs, while the Deloitte crew flashed it to woo potential clients.
Even though I specialize in product design, I tapped into my art direction, video editing, and motion design skills to give this video some spice.
Principles & Goals
Principles & Goals
Principles & Goals
Stakeholder Goals
Armed with snacks and hefty doses of caffeine, we dove into workshops and interviews with stakeholders across the PlayStation ecommerce workstreams. We wrangled their wants, needs, and goals, tossing them into the mix like ingredients in a wild gaming potion. This brew helped concoct our experience principles, guiding us through the maze of pixels and possibilities.
Stakeholder Goals
Armed with snacks and hefty doses of caffeine, we dove into workshops and interviews with stakeholders across the PlayStation ecommerce workstreams. We wrangled their wants, needs, and goals, tossing them into the mix like ingredients in a wild gaming potion. This brew helped concoct our experience principles, guiding us through the maze of pixels and possibilities.
Stakeholder Goals
Armed with snacks and hefty doses of caffeine, we dove into workshops and interviews with stakeholders across the PlayStation ecommerce workstreams. We wrangled their wants, needs, and goals, tossing them into the mix like ingredients in a wild gaming potion. This brew helped concoct our experience principles, guiding us through the maze of pixels and possibilities.
Minimum Great Experience
Categories that make sense
Easy Nav
it has to be fast
Let gamers compare & research
Quick to check out
High speed, low clicks
Make it easy
The gamers & competition won’t wait
It has to feel modern
Leverage analytics from consoles
Purchase path needs to be very easy
It has to be scalable
Gamers are the focus of the experience
Communicate & be transparent
Sell all PlayStation assets on direct
Experience Principles
When hashing out our Experience Principles, we ditched the typical "buyers who game" view and instead put on our "gamers who buy" goggles. Because let's face it, we're here to cater to the controller-clutching crowd, not just the credit card swipers.
Experience Principles
When hashing out our Experience Principles, we ditched the typical "buyers who game" view and instead put on our "gamers who buy" goggles. Because let's face it, we're here to cater to the controller-clutching crowd, not just the credit card swipers.
Experience Principles
When hashing out our Experience Principles, we ditched the typical "buyers who game" view and instead put on our "gamers who buy" goggles. Because let's face it, we're here to cater to the controller-clutching crowd, not just the credit card swipers.
Gamer-Centric
Gamers aren't just individuals—they're part of a vibrant community, united by shared experiences.
Gamer-Centric
Gamers aren't just individuals—they're part of a vibrant community, united by shared experiences.
Gamer-Centric
Gamers aren't just individuals—they're part of a vibrant community, united by shared experiences.
Gamer-Centric
Gamers aren't just individuals—they're part of a vibrant community, united by shared experiences.
Gamer-Centric
Gamers aren't just individuals—they're part of a vibrant community, united by shared experiences.
Matter
Ensure features, services, and content showcases are tailored to what are gamers care about.
Matter
Ensure features, services, and content showcases are tailored to what are gamers care about.
Matter
Ensure features, services, and content showcases are tailored to what are gamers care about.
Matter
Ensure features, services, and content showcases are tailored to what are gamers care about.
Matter
Ensure features, services, and content showcases are tailored to what are gamers care about.
Data-Enhanced
Each gamer has a unique journey. Data structures and aggregation turn raw data into actionable insights.
Data-Enhanced
Each gamer has a unique journey. Data structures and aggregation turn raw data into actionable insights.
Data-Enhanced
Each gamer has a unique journey. Data structures and aggregation turn raw data into actionable insights.
Data-Enhanced
Each gamer has a unique journey. Data structures and aggregation turn raw data into actionable insights.
Data-Enhanced
Each gamer has a unique journey. Data structures and aggregation turn raw data into actionable insights.
Level Up
Gently but consistently nudging gamers towards additional purchases as they browse or revisit the site.
Level Up
Gently but consistently nudging gamers towards additional purchases as they browse or revisit the site.
Level Up
Gently but consistently nudging gamers towards additional purchases as they browse or revisit the site.
Level Up
Gently but consistently nudging gamers towards additional purchases as they browse or revisit the site.
Level Up
Gently but consistently nudging gamers towards additional purchases as they browse or revisit the site.
Shoppable
Focus on storytelling and brand experience to create value for our gamers and PlayStation.
Shoppable
Focus on storytelling and brand experience to create value for our gamers and PlayStation.
Shoppable
Focus on storytelling and brand experience to create value for our gamers and PlayStation.
Shoppable
Focus on storytelling and brand experience to create value for our gamers and PlayStation.
Shoppable
Focus on storytelling and brand experience to create value for our gamers and PlayStation.
Fast & Frequent
Enhance and streamline transactions for diverse customer segments and purchasing preferences.
Fast & Frequent
Enhance and streamline transactions for diverse customer segments and purchasing preferences.
Fast & Frequent
Enhance and streamline transactions for diverse customer segments and purchasing preferences.
Fast & Frequent
Enhance and streamline transactions for diverse customer segments and purchasing preferences.
Fast & Frequent
Enhance and streamline transactions for diverse customer segments and purchasing preferences.
User Segmentation
User Segmentation
User Segmentation
We scoped out six target segments but really threw our chips in with the connoisseurs. These high rollers represent just 15% of our audience but splash out 24% of the cash. Since they're the trendsetters, impressing them was do-or-die for our big debut.
We split these six segments into three affinity groups that stick to the usual segmentation playbook but with a twist, slicing even finer between those using PlayStation to hit the 'escape' button.
We scoped out six target segments but really threw our chips in with the connoisseurs. These high rollers represent just 15% of our audience but splash out 24% of the cash. Since they're the trendsetters, impressing them was do-or-die for our big debut.
We split these six segments into three affinity groups that stick to the usual segmentation playbook but with a twist, slicing even finer between those using PlayStation to hit the 'escape' button.
We scoped out six target segments but really threw our chips in with the connoisseurs. These high rollers represent just 15% of our audience but splash out 24% of the cash. Since they're the trendsetters, impressing them was do-or-die for our big debut.
We split these six segments into three affinity groups that stick to the usual segmentation playbook but with a twist, slicing even finer between those using PlayStation to hit the 'escape' button.
Spearfishers
Spearfishers
Spearfishers
Connoisseurs
The trendsetting pioneers, the vocal advocates or critics, and the fiercely passionate and demanding gamers who push boundaries.
Connoisseurs
The trendsetting pioneers, the vocal advocates or critics, and the fiercely passionate and demanding gamers who push boundaries.
Connoisseurs
The trendsetting pioneers, the vocal advocates or critics, and the fiercely passionate and demanding gamers who push boundaries.
Specialists
These are the elite gamers, honing their skills in a select few games or genres, relentlessly striving for mastery.
Specialists
These are the elite gamers, honing their skills in a select few games or genres, relentlessly striving for mastery.
Specialists
These are the elite gamers, honing their skills in a select few games or genres, relentlessly striving for mastery.
Explorers
Explorers
Explorers
Friendly Rivals
Social butterflies of the gaming world, these players cherish connecting with friends through their gaming adventures.
Friendly Rivals
Social butterflies of the gaming world, these players cherish connecting with friends through their gaming adventures.
Friendly Rivals
Social butterflies of the gaming world, these players cherish connecting with friends through their gaming adventures.
waverers
habitual gamers, creatures of comfort and flexibility, driven by routine and the familiar.
waverers
habitual gamers, creatures of comfort and flexibility, driven by routine and the familiar.
waverers
habitual gamers, creatures of comfort and flexibility, driven by routine and the familiar.
Noobs
Noobs
Noobs
Indulgers
the lone wolves of gaming, drawn to narrative-driven experiences and unbothered by the need to keep pace with the crowd.
Indulgers
the lone wolves of gaming, drawn to narrative-driven experiences and unbothered by the need to keep pace with the crowd.
Indulgers
the lone wolves of gaming, drawn to narrative-driven experiences and unbothered by the need to keep pace with the crowd.
Dabblers
These seasoned console veterans now reserve their gaming sessions for social gatherings, embracing the controller when the occasion demands it.
Dabblers
These seasoned console veterans now reserve their gaming sessions for social gatherings, embracing the controller when the occasion demands it.
Dabblers
These seasoned console veterans now reserve their gaming sessions for social gatherings, embracing the controller when the occasion demands it.
End to End Journeys
End to End Journeys
End to End Journeys
We crafted detailed journey maps for each segment, acting as treasure maps to navigate PlayStation's eCommerce goals. They also gave the Technology and Supply Chain teams a starting point. Starting with hardware commerce flows, we expanded our adventures from there.
This is just a sneak peek at the mountain of work that went into crafting these journeys. There's plenty more to unpack during a case-study walkthrough if you're up for it ;)
We crafted detailed journey maps for each segment, acting as treasure maps to navigate PlayStation's eCommerce goals. They also gave the Technology and Supply Chain teams a starting point. Starting with hardware commerce flows, we expanded our adventures from there.
This is just a sneak peek at the mountain of work that went into crafting these journeys. There's plenty more to unpack during a case-study walkthrough if you're up for it ;)
We crafted detailed journey maps for each segment, acting as treasure maps to navigate PlayStation's eCommerce goals. They also gave the Technology and Supply Chain teams a starting point. Starting with hardware commerce flows, we expanded our adventures from there.
This is just a sneak peek at the mountain of work that went into crafting these journeys. There's plenty more to unpack during a case-study walkthrough if you're up for it ;)
Example Journeys
Example Journeys
Example Journeys
Moodboards
Moodboards
Moodboards
PlayStation was itching for a makeover, so we whipped up two mood boards to see which direction tickled their fancy. The immersion concept aimed to recreate that cozy feeling of being in a theater or huddled in a dark room, lost in your favorite game—a sort of "theater mode," if you will. Meanwhile, the lifestyle concept aimed to shine a spotlight on gaming culture, both on and off the screen, opening up a whole new world of gaming vibes.
PlayStation was itching for a makeover, so we whipped up two mood boards to see which direction tickled their fancy. The immersion concept aimed to recreate that cozy feeling of being in a theater or huddled in a dark room, lost in your favorite game—a sort of "theater mode," if you will. Meanwhile, the lifestyle concept aimed to shine a spotlight on gaming culture, both on and off the screen, opening up a whole new world of gaming vibes.
PlayStation was itching for a makeover, so we whipped up two mood boards to see which direction tickled their fancy. The immersion concept aimed to recreate that cozy feeling of being in a theater or huddled in a dark room, lost in your favorite game—a sort of "theater mode," if you will. Meanwhile, the lifestyle concept aimed to shine a spotlight on gaming culture, both on and off the screen, opening up a whole new world of gaming vibes.
PlayStation was itching for a makeover, so we whipped up two mood boards to see which direction tickled their fancy. The immersion concept aimed to recreate that cozy feeling of being in a theater or huddled in a dark room, lost in your favorite game—a sort of "theater mode," if you will. Meanwhile, the lifestyle concept aimed to shine a spotlight on gaming culture, both on and off the screen, opening up a whole new world of gaming vibes.
Immersion
Immersion
Immersion
Lifestyle
Lifestyle
Lifestyle
Concepts
Concepts
Concepts
Lifestyle
In bringing the lifestyle concept to life, we dialed up the style factor by highlighting accessories and clothing, giving PlayStation Direct a fashion-forward vibe. Picture lots of white space and sleek typography for that extra touch of sophistication.
Lifestyle
In bringing the lifestyle concept to life, we dialed up the style factor by highlighting accessories and clothing, giving PlayStation Direct a fashion-forward vibe. Picture lots of white space and sleek typography for that extra touch of sophistication.
Lifestyle
In bringing the lifestyle concept to life, we dialed up the style factor by highlighting accessories and clothing, giving PlayStation Direct a fashion-forward vibe. Picture lots of white space and sleek typography for that extra touch of sophistication.
Immersion
With the immersion concept, we dimmed the lights and cranked up the visuals to make game graphics pop. We designed UI patterns featuring cards with elements breaking out of boundaries, adding a dynamic visual flair to the mix.
Immersion
With the immersion concept, we dimmed the lights and cranked up the visuals to make game graphics pop. We designed UI patterns featuring cards with elements breaking out of boundaries, adding a dynamic visual flair to the mix.
Immersion
With the immersion concept, we dimmed the lights and cranked up the visuals to make game graphics pop. We designed UI patterns featuring cards with elements breaking out of boundaries, adding a dynamic visual flair to the mix.
direct.playstation.com
direct.playstation.com
direct.playstation.com
direct.playstation.com
direct.playstation.com
direct.playstation.com
Templates & Components
Templates & Components
Templates & Components
One of our key accomplishments was establishing components flexible enough to bend, but not so loose that content authors could wreak havoc on brand or experience cohesion. PlayStation Direct is essentially a versatile box of LEGO bricks, ready to build all sorts of cool stuff and tell endless tales with crystal clarity.
We designed three main page types, each utilizing 15 distinct global components, in addition to a persistent navigation header and a global footer shared with primary Playstation.com.
One of our key accomplishments was establishing components flexible enough to bend, but not so loose that content authors could wreak havoc on brand or experience cohesion. PlayStation Direct is essentially a versatile box of LEGO bricks, ready to build all sorts of cool stuff and tell endless tales with crystal clarity.
We designed three main page types, each utilizing 15 distinct global components, in addition to a persistent navigation header and a global footer shared with primary Playstation.com.
One of our key accomplishments was establishing components flexible enough to bend, but not so loose that content authors could wreak havoc on brand or experience cohesion. PlayStation Direct is essentially a versatile box of LEGO bricks, ready to build all sorts of cool stuff and tell endless tales with crystal clarity.
We designed three main page types, each utilizing 15 distinct global components, in addition to a persistent navigation header and a global footer shared with primary Playstation.com.
One of our key accomplishments was establishing components flexible enough to bend, but not so loose that content authors could wreak havoc on brand or experience cohesion. PlayStation Direct is essentially a versatile box of LEGO bricks, ready to build all sorts of cool stuff and tell endless tales with crystal clarity.
We designed three main page types, each utilizing 15 distinct global components, in addition to a persistent navigation header and a global footer shared with primary Playstation.com.
Screen Designs
Screen Designs
Screen Designs
To flex the muscle of our components and page templates, we decked them out with all sorts of content to showcase their versatility and rock-solid consistency. With detailed documentation on which elements are customizable, dynamic, or set in stone, these examples became the go-to playbook for our engineering squads. Armed with this knowledge, they were ready to build the rock-solid CMS and authoring platform that PlayStation deserved.
To flex the muscle of our components and page templates, we decked them out with all sorts of content to showcase their versatility and rock-solid consistency. With detailed documentation on which elements are customizable, dynamic, or set in stone, these examples became the go-to playbook for our engineering squads. Armed with this knowledge, they were ready to build the rock-solid CMS and authoring platform that PlayStation deserved.
To flex the muscle of our components and page templates, we decked them out with all sorts of content to showcase their versatility and rock-solid consistency. With detailed documentation on which elements are customizable, dynamic, or set in stone, these examples became the go-to playbook for our engineering squads. Armed with this knowledge, they were ready to build the rock-solid CMS and authoring platform that PlayStation deserved.
