UI // UX // STRATEGY // ART DIRECTION

LOGITECH ASTRO

Astro Gaming wanted to explore opportunities for revenue and growth around its iconic A40 headset, exploring its potential as a platform for customisation, creativity, communication, and new 'service' models.

I led the customisation flow stream of work, looking at ways in which we could make the customisation offering more profitable. Our aim was to improve awareness, thus increasing traffic and improving the flow, thus converting more sales.

Screenshot 2020-07-10 at 12.30.11

THE PROCESS

1. UNDERSTAND
To fully understand the goals of the project we had to interrogate the existing wireframe/design of the customisation flow. At this point, we could highlight opportunity areas that lie in the existing flow.

 

2. RATIONALISE
In this stage we needed to rationalise all of the product elements and explore a story for the users flow. We looked at all variables and the options for each. This could then become a good foundation for building a solid wireframe.

3. STREAMLINE AND CONCEPTS
We needed to streamline the flow and create strong concepts that fit with astro's customer.

4. STORYBOARDING WIREFRAME
Narratives and engaging flows are central to the astro customer's expectation of gaming. With this in mind we needed to take the same mindset on board when storyboarding our wireframe.

LEVEL 1: LANDING
Immersive and engaging content to draw customers in

LEVEL 1: LANDING
Immersive and engaging content to draw customers in

LEVEL 1: LANDING
Immersive and engaging content to draw customers in

LEVEL 2: FORK DECISIONS
Simple choices over evocative visual stimulus

LEVEL 2: FORK DECISIONS
Simple choices over evocative visual stimulus

LEVEL 2: FORK DECISIONS
Simple choices over evocative visual stimulus

LEVEL 3: DETAIL DECISIONS
Multiple interconnected choices in a simple decision tree menu

LEVEL 3: DETAIL DECISIONS
Multiple interconnected choices in a simple decision tree menu

LEVEL 3: DETAIL DECISIONS
Multiple interconnected choices in a simple decision tree menu

astrowireframe
keyconcepts2

KEY CONCEPTS
TWO STYLES OF DECISION MAKING UNDERPINNED BY THE BOTTOM-LINE.

 
1.0 : EVOCATIVE FORKS
Simple decisions with powerful imagery

2.0 : LOGIC EDITOR
Simple, decision tree for 'never leave the page' navigation and editing.

3.0 : BOTTOM LINE
Ever-present encouragement to Buy / Share / Save.

KEY CONCEPTS
TWO STYLES OF DECISION MAKING UNDERPINNED BY THE BOTTOM-LINE.

1.0 : EVOCATIVE FORKS
Simple decisions with powerful imagery

2.0 : LOGIC EDITOR
Simple, decision tree for 'never leave the page' navigation and editing.

3.0 : BOTTOM LINE
Ever-present encouragement to Buy / Share / Save.

KEY CONCEPTS
TWO STYLES OF DECISION MAKING UNDERPINNED BY THE BOTTOM-LINE.

1.0 : EVOCATIVE FORKS
Simple decisions with powerful imagery

2.0 : LOGIC EDITOR
Simple, decision tree for 'never leave the page' navigation and editing.

3.0 : BOTTOM LINE
Ever-present encouragement to Buy / Share / Save.

KEY CONCEPTS
TWO STYLES OF DECISION MAKING UNDERPINNED BY THE BOTTOM-LINE.

1.0 : EVOCATIVE FORKS
Simple decisions with powerful imagery

2.0 : LOGIC EDITOR
Simple, decision tree for 'never leave the page' navigation and editing.

3.0 : BOTTOM LINE
Ever-present encouragement to Buy / Share / Save.

KEY CONCEPTS
TWO STYLES OF DECISION MAKING UNDERPINNED BY THE BOTTOM-LINE.

1.0 : EVOCATIVE FORKS
Simple decisions with powerful imagery

2.0 : LOGIC EDITOR
Simple, decision tree for 'never leave the page' navigation and editing.

3.0 : BOTTOM LINE
Ever-present encouragement to Buy / Share / Save.

EVOCATIVE FORKS: NEED TO DRIVE DESIRE AND ENGAGE THE ADVENTURER IN CREATION WITH IMAGERY & ANIMATION

EVOCATIVE FORKS: NEED TO DRIVE DESIRE AND ENGAGE THE ADVENTURER IN CREATION WITH IMAGERY & ANIMATION

KEY CONCEPTS

I designed the screens and experience alongside a 3D designer.  In order for us to deliver the right look and feel for astro's customer we had to take into account the fact our customiser is not a designer. The design-minded customiser will create their own pixel-perfect tag and upload. So those using our configurator will appreciate intelligent support with art direction.

We wanted to positively sell value and for this our tone of voice was key. Every decision needed to be written with positive copy. All options must be tempting and with merit. So we avoided all Call to Actions labeled "with or without?"

As part of the initial process, new ideas and strategies were made that were not feasible in the time constraints of the build. With this in mind, we needed to future proof the platform for new ideas.

Reflecting back on the purpose and aims for this project, which was to increase traffic and sales. We knew sharing is key to increasing this. At the end of the flow, we wanted to engage influencers in designing custom tags to drive click-through-sales with ready-built baskets.