Challenge
Create a responsive website for a high-performance gaming company. Develop a product and a simple checkout system that meets our users' needs.
Solution
Developed a brand for PINNACLE, a premium custom controller company known for its ergonomic, durable, and fully customizable products. The brand supports a vibrant gaming community, offering a simple product line with infinite possibilities for customization and creativity.
About
This is the second UX design project for the Google UX Design Career Certificate. In this case study I delve into my creative process while designing a responsive website. The target audience are controller gamers of all genders, ages, and ability. The primary objective of the website is to inform customers about our unique product offerings and drive sales of our flagship premium controller.
I am a solo UX Designer designing an app from conception to delivery.
• Created a brand and Product
• Conducted research to empathize with users and determine product & site requirement.
• Created wireframes, mockups, and prototypes.
• Facilitated critiques for my designs and synthesized feedback.
Project Timeline: 4 Weeks
Leveraging AI
I was intrigued by the potential of AI in streamlining research and data synthesis for my UX project. Utilizing ChatGPT, I employed AI to help define the target audience, craft personas, conduct simulated user interviews, and perform a competitive audit. This approach streamlined my initial project phases, enabling efficient data-driven decision-making and uncovering market gaps for this company to address.
Who are our users?
Who are my competitors?
My key competitors are Scuf gaming, they are recognized for their quality craftsmanship and dedication to enhancing gaming performance. Astro Gaming controllers are highly regarded for their durability, comfort, and precision, earning praise from gamers and industry experts alike. Renowned for their cutting-edge technology and sleek designs, Razer has become synonymous with gaming excellence.
Insights
We need to build a website that shows our controllers stand out in the market due to their unparalleled customization options, exceptional build quality, and innovative features. With a focus on user-centric design and durability, our controllers offer gamers a superior gaming experience, empowering them to elevate their gameplay to new heights. Furthermore, our commitment to customer engagement and support ensures that every gamer feels valued and supported throughout their gaming journey. In a market saturated with options, our controllers shine as a beacon of quality, reliability, and innovation.
Sitemap
User flow
IDEATION
Paper Wires to Lowfi Proto
I started iterating on design ideas using research, sitemap, and ideal user flow to find the most efficient and informative way to promote our controllers. Given our focus on a select few products, I aimed to drive sales directly to our flagship product.
A Round of Critiques!
Goal
Test the typical user flow and menu navigation of the website. Receive feedback on information hierarchy and the validate these early stage design concepts.
Methodology
I conducted a moderated (online) usability study with a very casual and relaxed critique session. I asked my network to critique my project, and got three design professional to participate via Google Chat video call. After sharing the Figma Lofi prototype, they explored it, and we subsequently scheduled a video call to review feedback and walk through the main user flow.
Key Themes
High Fidelity
Important Updates
The homepage hero image and CTA have been revamped, now guiding users more directly to our flagship controller. Button text is clearer about the action upon clicking and no longer leads to an intermediary page. I concentrated on key pages and functionalities for the prototype, preparing for future user testing. The shop section has been expanded, featuring multiple products and a filtering system for enhanced navigation.
Design System
Responsive Mockups
The Purchase Flow
The user is directed to shop for the OROS controller, with the option to build their own (a feature in development). The site features simple and user-friendly menus and navigation, along with a flat site map that would benefit a smaller company like this one.
THE PROTOTYPE
What is next for pinnacle?
We keep building!
