Xbox One Help Me Choose
Opportunity
Our Xbox client asked for a way to help potential customers differentiate their two One X gaming consoles.
The client had in mind a configuration-style tool like those often used in laptop purchase processes. I successfully advocated for a different approach more appropriate to the products, the audience, and the Xbox brand. The approach adopted leaned into a more light-hearted and conversational approach both in copy and visual look and feel that extended the fun of gaming into the web site, and a set of questions geared more towards understanding the gaming style and habits of the user, rather than leading with technical specifications.
Outcomes have been positive. Engagement with the tool is high, with a 70.32% completion rate. Help Me Choose users have tendency to progress to lower funnel pages than users who do not interact with the tool, and convert at a slightly higher rate than those who do not interact with the tool.
Process
I was creative director of the project and oversaw a team consisting of a user experience designer, art director, designers, a copywriter, and an illustrator. An InVision prototype was usability tested and provided insights used to iterate the design and copy.
You can see the feature here: https://www.xbox.com/en-US/xbox-one/help-me-choose.
Work
The introductory screen of Help Me Choose.
An internal page.
The recommendation screen.
Path diagrams I created to map out the logic leading to the users’ console recommendation.
Xbox Help Me Choose
Client
Xbox
My Roles:
Creative Direction
UX and Design Oversight and Leadership
Path Analysis Diagram
Usability Testing