REdesigning Playstation’s Store

A massive research and redesign initiative to optimize PlayStation’s merchandizing globally

Large Project

B2C

eCommerce

Complex Orgs

Heavy Research

Design Systems

10-Foot UI

Large Project B2C eCommerce Complex Orgs Heavy Research Design Systems 10-Foot UI

 

Overview

 

TL;DR
As a UX Lead, I conducted extensive research and led the redesign of the PlayStation 4 Store, contributing to a 102% increase in PlayStation Network revenue over a 2 year period.


The Challenge
Prior to 2017, the PlayStation 4 Store was operated by separate merchandising teams around the world. Over time, store experiences splintered as teams had drastically different approaches to serving their markets. Fearing this divergence was causing lost sales and increased operational costs, PlayStation leadership felt it was time to develop a unified, research-based merchandising strategy and experience. This approach needed to create clear standards, while allowing for some flexibility to meet the unique needs of their markets.


The Ask

  • Conduct multi-market research to understand consumer and business needs

  • Provide research-based strategy to build trust and consensus between teams

  • Redesign PlayStation 4 Store to optimize merchandizing operations and performance

 

Role & PRocess

 

Conducted extensive research, resulting in a 5 hour, 141 page readout to stakeholders around the world. This phase allowed us to deliver insights, build trust, and create a shared understanding between global merchandizing teams.

 
 

Identified global and region-specific insights to inform a unified merchandizing strategy. Our approach was to create a baseline store experience, that allowed limited modifications around taxonomy and promotions density.

 
 

Mapped out the core behaviors of 4 distinct shopping mindsets and uncovered insights that would drive optimization for each type of shopper.

 
 

Defined new store taxonomy that optimized for different mindsets and could be adjusted to meet regional needs. Created new templates, designed to promote exploration, support way-finding, and provide clear guidance to merchandizing teams.

 
 

Worked with UI designers to give regional merchandizers an experience to deliver efficiency for those who know what they need, and delight for those who want to discover something new.

 

The Results

~102% revenue increase over 2 years

  • ~$6.2B in 2016

  • ~$12.5B in 2018

PlayStation continues to dominate global market share

  • PlayStation 45%

  • Nintendo 27%

  • Xbox 23%