MTG: Store & Event Locator

Overview

Collaborated on identifying and improving problematic areas of the site while determining key user traffic tracking points. Designed updated screens based on a UX audit and recommendations, ensuring an improved user experience. Worked closely with a development partner in a fast, iterative process to implement necessary changes efficiently. While timing and budget constraints limited the scope, several key usability improvements were successfully completed.

Company & Team

Wizards of the Coast

Myself as Principal UX Designer
Senior Product Manager
Senior Developer

Year

2022 - 1 month

Skills Used & Artifacts

User experience design
User testing/research
Workshop facilitation
Low fidelity sketches
Prototyping in Figma
Information architecture
Competitor benchmarking

Medium fidelity comps
Wireflows
High fidelity concepts
Usability testing

Workspace Figma

Workspace in Figma for rapid response with developer.

Iterations Quickly

With fast feedback iterations continued.

Key Screens

Key areas of improvement with filtering and search.

User Persona

User persona used to understand the needs of areas to fix.

Customer Journey Map

Final Design

Final Design Screen

Objectives

Requirement for the G4 Update: Collaborated on areas of the site that were giving users difficulty and which areas we wanted to track user traffic.
Experience Conceptualization: Designed the updated screens based on my UX audit and recommendations.
Software Collaboration: Fast iterative designs working with my development partner. I was able to get the changes needed to launch quickly.

Key Feature

User behavior, such as tapping on a map pin to get informative responses, help users engage with products in a familiar way.
Improving visual language of icons and making sure that icons not familiar with user have proper nomenclature.
Updating filtering and placement of key items for customers.
Making updates to store pages to view local events that will be responsive in mobile and web views.

Outcome

Increased traffic and clickthrough rate to local stores by 10% more than previous design allowed.