Case Study #2 GameStop Electronics Landing Page
Prior to joining the Visual Merchandising team I briefly managed multiple well- known smart watch and fitness tracker accounts. Despite being popular brands, <5 SKUs of each brand were sold per week. I took on the task of proposing a redesign for their electronics landing page in order to increase traffic specifically towards their new subcategories.
Role
Program Manager, Visual Merchandising
Timeline
8 weeks, May - July 2022
Client
GameStop
Team Goals
Increase customer traffic to website and stores through promotions and assortment
Onboard new vendors that will diversify GameStop’s assortment
Sell as much product as possible
Issues and Notes
Prior to the draft shown, “Smart Watches & Fitness Trackers” was not a category included on the Electronics Landing Page. Customers were not aware that smart watches were sold by GameStop.
I organized the changes in three main categories:
Category Names
Page Imagery
Layout
Category Names
Category names are listed to the left of the product results. While “Smart Watches & Fitness Trackers” is included, it is not easily noticeable and not user-friendly.
Page Imagery
The five categories listed at the top are meant to be the most popular, but do not feature bestsellers. They also do not best represent the SKUs in the category.
Layout Cleanup
The product images in the category bubbles are not a good representation of the categories. The spacing between the product results does not coincide with the left bar.
Final Design Concept
Color: I added another color to the dual red and black color scheme
Icons: I added white shading to the icons to make them more unique and identifiable to GameStop’s brand
Buttons: A “SHOW LESS/SHOW MORE” button is included under the category icons to toggle between sets of categories and allows users to organize the page as they shop
Results: The lines between the categories and the results are much bolder and the number of results are displayed on the left
Breadcrumbs: Breadcrumbs are included on the top left.
