top of page

Best Network for Gaming

BT launched an exclusive partnership with Xbox, offering Xbox Game Pass Ultimate directly to BT customers.

A year ago

Now

Gaming Page Old -Left & New -Righ .jpg

The background

1. New customers - choosing Full Fibre 500 will get access to Xbox Game Pass Ultimate for 6 months as part of their package, while those on Full fibre 900 will get it for an incredible 12 months.
2. Existing customers - will be able to add Xbox Game Pass Ultimate as part of their package on a monthly rolling contract.

The Challenge

Tasked with re-designing the current gaming page, helping support the rollout of full-fibre. In addition, promoting XGPU (Xbox Game Pass Ultimate) offers on the gaming page for new and existing customers.

The Process

Creating a new digital experience to reflect BT and Xbox partnership. Combining elements of both brands to create an exciting and refreshing gaming experience.

The Consideration

brand elements
icons

colours
The biggest upfront consideration for multiple stakeholders, including many of the design team
As a result, we agreed 
Finally, we had to think about stakeholder management. How would we communicate the transition to Figma and get other teammates involved?

My Role 

Role: User research, UI/UX design
As a product designer, I was one of a handful on the core design team that helped redesign the gaming page. I was responsible for conducting user research into the gaming market and it's competitors. 

The discovery phrase

I began first by doing some competitor analysis to get a glimpse of the competition. It ranged from big companies that service gamers who demand the lowest lag and small businesses that require maximum reliability. 

Competitor Analysis

image-7.png
image-6.png
image-2.png
image-5.png
image-4.png
image-3.png
This research helped reinforced our four main proof points from the messaging guide : 
Screenshot 2022-04-15 at 19.16.16.png

Heatmaps

image.jpeg
Link clicks
Scroll attention
Scroll reach
From this heat map, I was able to identify which CTA's were getting the most traction. The biggest takeaway I learned was that many visitors don't bother scrolling beyond the fold therefore the page must serve their needs upfront. I took this into consideration when designing the overall layout.
Build.Measure.Learn.
Moving forward the next step was to create a build measure learn canvas. This is an exercise I conducted with my squad (product owner, content designer and product designer) to collate a collection of user needs and business goals. On top of that, we wanted to narrow down our main target audience along with the constraints and challenges we may potentially encounter. From this, we gathered:
BML canvas

User needs

This gave us a holistic view of the proposition and what we were committed to achieving. 

Design exploration

BB-Hub-Desktop-1920-2.jpg
BB-GamingPage-Desktop-1920-1.jpg
BB-GamingPage-Desktop-1920.jpg
BB-Hub-Desktop-1920.jpg
BB-GamingPage-Desktop-Prototype-1920.jpg

Conclusion

Creating a new digital experience to reflect BT and Xbox sole partnership. Combining elements of both brands to create an exciting and refreshing gaming experience.
bottom of page