Sony Playstation
The Sony Playstation Store team suspected that UX issues were limiting sales and creating hurdles for customers compared to other gaming consoles. We started with this hunch, and conducted international research to first benchmark other consoles against the PS4, and then find key differentiators that could improve our rating in search and purchasing. With a user-centered design approach informed by research on human factors, the team created a new user informed design that removed barriers and led to an increase in game sales.
Phase 1: Define
Define Research and UX Benchmarking
Phase 2: Build
International Qual and Quant Studies
Phase 3: Execute
Strategize, Design and Test Again
Phase 1: Define Research Strategy
Define UX rubric and benchmark against competitors globally
With a focus to improve our purchase experience compared to other game services, we developed an international study to grade on specific factors that led to higher user satisfaction.
Example Factors
Convenience
Helpful
Participants scored all platforms across 16 questions, with a maximum of 5 points per Question (80 points total) - this was then converted to percentage and visualised below. The following graph is an average of all territories covered.
Phase 2: International Qualitative and Quantitative Studies
Iterative and evaluative studies to drive product and design
We conducted quantitative and qualitative research across six key regions: USA, Japan, Russia, Germany, UK and Mexico. The studies were in situ with individuals walking through the game purchasing experience and evaluating the experience on the key metrics we originally benchmarked. This allowed us to understand nuanced cultural and linguistic differences when it came to game discovery and purchase. This also gave us key data into the issues that were consistent to all markets and would provide the widest value to effort.
Utilizing the key findings from the international research, we created a strategy that evaluated the value of initiatives to the potential market improvements. Key markers were in search and simplifying the feature to have an on screen keyboard. Improvements to personalization were also introduced to specifically target individuals preferences and tastes.
Original Search Design
Alphabetized list for games with a slider for letter selection. Initially designed for a small library, research confirmed that the design did not scale and was a barrier for most markets.
Revised Search Design
The revised design featured an on screen keyboard, thumbnails of games, and visual preview while typing.
Phase 3: Strategize and Improve UX
Re-benchmark against competitors prior to launch to validate the improved experience
Utilizing the key findings from the international research, we created a strategy that evaluated the value of initiatives to the potential market improvements. Key markers were in search and simplifying the feature to have an on screen keyboard. Improvements to personalization were also introduced to specifically target individuals preferences and tastes. We re-benchmark against competitors prior to launch to validate the new experience and confirm that the solutions employed were effective.
Project Impact
Streamlining the usability of the Playstation Store removed hurdles to purchasing and made it easier and faster for users to buy games. This along with many other factors, helped increase units sold from the Playstation Store by 18% over one year. The highest jump in a non-console launch year that decade.
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