Gears 5 is the sixth installment of the Gears of War series. The Gears of War franchise is an award-winning and billion-dollar AAA title video game that has redefined the third-person shooter genre.
Gears5.com was launched in 2019 used by more than 8 million players in the first year of release. Gears 5 is published and owned by Xbox Game Studios for Microsoft Windows, Xbox Series X and Series S, and Xbox One.Visit Gears5.com
First Product Designer and independent contributor to work on the Gears franchise and product websites. I partner with the Product Owner, Web Producer, Lead Developer and contribute to the scoping and planning of each milestone. More about me.
Based on the engagement, retain, attract and monetize goals, I saw how there can be a split between a franchise site of legacy games and products sites per new game.
Define UX goals and metrics for features that will meet user needs and determine success.
Understand product direction based on user needs and problems. User needs report asking about players attitudes towards gaming websites, what they use them for, and what would entice them to return regularly.
Deep dive pie tree visualisation of highlight and lowlight tasks. Study of participants were shooter and Gears players.
First-click heatmap testing. Content click rate, highlights, lowlights and additional findings with participants with less, some and more experience with the game.
Targeting our most invested players.
Microsoft Azure user insights and Power BI reporting.
Wireframe and sitemap. View ideas and not to have a fully functional prototype.
Review initial concepts, user flow, wireframes, and prototypes and iterate on concepts.
Define and develop web brand and personality (look, feel and voice). Begin content iteration across wireframes and prototypes.
Design prototypes for overall interaction, visual, content and then prioritize. I also ensure good content while limiting character count.
Guide user experience components of product features and accessibility specs.
Guidelines, color, typography, iconography, and more.
Our most invested players takes most of the web population size with the most revenue share and Gears friends.
I investigate the number of sign-in Xbox user ID that visited each page group. This allows me to create a strategic end-to-end user experience journey.
I worked with a User Researcher to development and evaluate usability studies and user testing. The intent is to increase our customer conversion and task oriented success rates before our Software Engineers implement them.
The goal of this user testing is to access navigation of Gears5.com. Participants see a mockup and click on the area where they expect to be able to complete the task.
Several questions to find are:
The goal of this user testing is to assess navigation of information architecture.
Several questions to find are:
Particpants rated their appreciation of each design and selected their favorite (light versus dark). Participants ratings of each design were similar regardless of they experience with Gears of War and whether they had seen the Gears 5 Announcement trailer or not. Rating goes from strongly dislike it, neither like nor dislike it, to strongly like it.
Two surveys were sent out to Gears of War 4 players asking about their attitudes towards gaming websites, what they use them for, and what would entice them to return regularly.
Top reasons players go to a game site:
Top features that would entice players to use a game website on a regular basis:
Top websites players go for information on the games that they play or follow:
Xbox Game Studios reconsidered and increased priority for Gears 5 amongst Xbox Game Pass subscribers and Xbox Series X|S owners. My design is to simplify and translate the release SKU on our site. Below are 'Get The Game' components for web.
The home page design goal is to attract and appeal visitors towards our funnel, keep them stay longer and deeper to other pages. The challenge is to determine call-to-action priority and increase content discoverability.
The Explore page is designed to fascinate and spark potential player's interest to subscribe to Xbox Game Pass as the growth driver. Our users are price conscious, but price isn't an obstacle if the game is good enough.
Operations are huge quarterly updates contain a ton of new content including Tour of Duty rewards, ranking system rewards, new heroes and villains, new modes and new maps. The strategic goals for in-game web features is to increase exposure, game engagement, and revenue. Each webpage is created with high quality visuals, interface, and interaction design optimized for multi-screen sizes.
|UX/UI Designer||Tina Kao|
|Sr. Producer||Carolina Smith|
|Web Producer||Jim White|
|Associate Producer||Ryan Serbet|
|Lead Software Engineer||Karl Romanowski|
|Software Engineer||Sarah Nicholson|
|Software Engineer||Karl Castillo|
|Software Engineer||Fernando De Bem|
|Content Publisher||Marko Djordjevic|
|QA Lead||Mashal Pannu|
|QA Lead||Stephen Golding|
|QA Tester||Lincy Charles|
|QA Tester||Artem Chaykin|
|Sr. Product Marketing Manager||James Yin|
|Director of Communications||Dana Sissons|
|User Researcher||Cornelia Laros|
|BI Manager||Vanessa Hung|