OVERVIEW
Gamigo is a tailored e-commerce platform designed to simplify the shopping journey for gamers. Addressing the shared struggles of navigating disorganized and generic platforms, Gamigo focuses on solving the needs of gaming enthusiasts aged 18-35 who value a seamless and engaging shopping experience.
By combining intuitive navigation, personalized recommendations, and real-time order tracking, Gamigo ensures users feel confident and informed when purchasing gaming accessories. With its gaming-inspired design and user-centered features, Gamigo redefines e-commerce for modern gamers.
Services
UX Design, UI Design, Information design
Launch date
Sep 2023
Tools used
The Problem
Gaming is more than just a hobby for many; it’s a passion and a lifestyle, particularly for millennials and Gen Z. According to 2023 gaming market data, this demographic spends a substantial portion of their disposable income on gaming accessories, with an average of 20% making multiple purchases per year. However, their experience with e-commerce platforms often falls short due to poor navigation, lack of personalization, and insufficient product information.
For this population, while every gamer prioritizes different aspects of their shopping journey, most value a seamless experience that is fast, visually engaging, and tailored to their needs. They want to discover high-quality products, make informed choices, and track their purchases effortlessly.
Our design question: How might we help gaming enthusiasts feel more confident and engaged throughout their online shopping experience?
Our Process
Gamigo is an integrated e-commerce platform designed to enhance the shopping experience for gaming enthusiasts by providing personalized product recommendations, intuitive search and filter options, and a streamlined checkout process. Users can explore gaming accessories with ease, make informed decisions using detailed product information, and track their orders in real-time. With Gamigo, users can shop confidently and efficiently while enjoying a seamless and engaging experience.
Research and Analysis
The initial phase involves conducting thorough user research to understand gamers' pain points and preferences when purchasing accessories online. User interviews, surveys, and competitor analysis are conducted to gather valuable insights. This research aims to identify key challenges, such as trust issues, complex UIs, and inadequate tracking systems, while also exploring opportunities for improvement. Additionally, data on user needs for features like product reviews, ratings, and streamlined purchasing processes are collected to guide the design and development of the platform.
Methods
User Surveys:
Distributed to 200+ gamers across multiple age groups and gaming styles.
Key Metrics: Pain points with current platforms, desired features, and purchasing behaviors.
Interviews:
Conducted with 25 avid gamers.
Focus: Detailed challenges in browsing, purchasing, and tracking orders.
Competitor Analysis:
Evaluated 5 major e-commerce platforms selling gaming accessories to identify gaps and opportunities.
Key Findings
90% of users reported trust issues with existing platforms due to unreliable payment gateways and lack of product reviews.
75% struggled with poorly organized product categories and complex navigation.
65% expressed frustration with limited or confusing tracking options.
80% wanted personalized features like a favorites list and product recommendations.
User Personas
Understanding our users is the foundation of creating a seamless and engaging platform like Gamigo. Through detailed research, we identified distinct personas representing our primary audience. These personas encapsulate the motivations, frustrations, and behaviors of gamers, helping us design a platform tailored to their needs. By diving deep into their lifestyles and preferences, we ensured that every feature we built resonates with our users and solves their real-world challenges.
Journey Mapping
Journey mapping helped us step into the shoes of our users and uncover their experiences from start to finish. By mapping out every touchpoint—from discovering a platform to tracking an order—we pinpointed areas of friction and opportunities for innovation. This process guided our decisions, allowing us to streamline the shopping journey, reduce frustrations, and craft a transparent and user-friendly experience. The insights derived from journey mapping were pivotal in shaping Gamigo’s intuitive design and features.
Rihan Mehra
Scenario
Rihan wants to purchase a high-performance gaming mouse using the Gamigo mobile application. He downloads the app and explores its features for the first time.
Low-Fidelity Wireframing
The low-fidelity screens for Gamigo served as the foundation for the app's structure and functionality. These early-stage wireframes focused on layout, navigation, and core user flows without emphasizing aesthetics or detailed content. The goal was to validate the user journey and interactions before progressing to the high-fidelity design phase. Here's what was included:
Wireframing
The low-fidelity screens focused on:
Mapping out the primary user flows (e.g., browsing, adding to cart, and completing purchases).
Identifying any navigation issues or gaps in the user journey.
Testing the placement of core elements like buttons, menus, and navigation bars.
By focusing on usability and functionality, these wireframes enabled quick iterations and stakeholder feedback before advancing to the detailed, visually polished final screens.
Usability Test Findings
Clarity of Information
85% of users found the product descriptions detailed and helpful in making purchase decisions.
78% of participants noted that the real-time order tracking map added a sense of reliability.
Ease of Navigation
90% of users successfully completed the purchase journey without external guidance.
Users appreciated the intuitive flow from product selection to order confirmation.
Search and Filtering
88% of users easily found the products they were looking for using the search bar and filters.
Suggestions during the search process saved time for 70% of users.
Checkout Process
87% of users described the checkout process as quick and hassle-free.
However, 20% expressed slight confusion over delivery method selection, suggesting clearer labels for "free" and "fast" shipping.
Order Status and Tracking
95% of users found the order status updates clear and easy to follow.
The map-based tracking feature was highly praised, with users noting that it reduced anxiety around delivery timing.
Conclusion
Gamigo redefines the e-commerce experience for gaming enthusiasts by addressing key pain points in navigation, personalization, and order tracking. Through extensive user research, wireframing, prototyping, and usability testing, we crafted a platform that prioritizes intuitive design and seamless interactions.
By implementing personalized recommendations, real-time tracking, and an engaging UI, Gamigo enhances user confidence and satisfaction in purchasing gaming accessories. The usability tests validated the platform’s success, with 90% of users finding the experience intuitive and seamless.
This case study reflects the impact of human-centered design and iterative improvements in delivering a solution that meets user expectations. Moving forward, Gamigo can evolve with AI-driven recommendations and enhanced social integrations, making gaming accessory shopping even more engaging and personalized.
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UX Design | UI Design | Mobile App Design
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