Web Shop is a platform for creating and managing online stores where game developers can sell in-game items, currency, and other digital goods directly to their users via a web channel. It allows you to quickly integrate the store with the game and customize its appearance using a dedicated website builder. Web Shop is aimed at both developers (B2B audience) and end users (B2C audience), providing them with a convenient interface for purchasing and customizing in-game content.

Since its inception, the platform has become one of the company's key products: more than 500 stores have been launched, and the total revenue of partners using Web Shop has exceeded $1.5 billion.

Situation

Before developing a new Web Shop template, our team faced a problem: the MVP version of the product, which was developed and launched in just a month, included the ability to automatically generate pages, images, and texts for games, but did not provide sufficient flexibility and ease of configuration and integration, which reduced its appeal to partners and users. The product had a number of issues after launch, as it was created quickly and without in-depth research.

We began collecting CJMs for various audiences, B2B and B2C, and working on understanding the market and users. Users encountered the following problems:

🥸 B2B: complexity of integration and lack of flexibility in configuration

👾 B2C: difficulties in navigation and inconveniences in the purchasing process

Task

The task was to test the following hypotheses:

• Improved integration and configuration will enable partners to launch their stores quickly and easily, while Web Shop will increase the number of connected customers.

• Flexibility in template settings will allow us to meet the diverse needs of customers and increase their loyalty and CR*;

• Reducing the number of steps in the purchase process and improving navigation will increase end-user satisfaction and virality of the Web Shop, which in turn will affect conversion to purchase

It was necessary to improve the integration and configuration process of the Web Shop, make it more convenient for partners, reduce the time required to create stores, and increase end-user satisfaction.

*Capture rate – the ratio of total game sales to sales through the Web Shop.

Actions

Started the improvement process by conducting research to better understand their B2B and B2C user behavior and motivations. Conducted in-depth interviews and drafted a CJM to identify key issues.

I organized a workshop to prioritize key areas for improvement identified in the CJM. At the workshop, we used group analysis and an "impact-ease of implementation" matrix to identify key pain points and set priorities.

I organized the conceptualization of the new template in the format of a five-day design sprint. During the sprint, we created warframes and tested them with the team to determine which ideas were most successful. Side-by-side testing showed that users preferred simpler and more intuitive solutions.

Then organized pilot testing of the new template with a limited group of partners. At this stage, we received important feedback, identified weaknesses in the product and promptly made the necessary adjustments before the final launch.

Result

The integration and customization process has been significantly simplified, which reduced the time for partners to launch their stores by 40%, allowed partners to easily and quickly launch their stores, and Web Shop to increase the number of connected customers. Flexibility in template customization allowed us to meet a variety of customer needs, and increased CR by up to 20% for some partners. Reducing the number of steps in the buying process and improving navigation increased player satisfaction by 35%, which impacted virality and increased conversion to purchase by 15%.

The improved Web Shop has significantly enhanced the experience for partners and users, making the product more attractive and increasing player confidence.