The Gem Store is the primary in-game store in Guild Wars 2 and is responsible for generating a large percentage of the game’s revenue. I was responsible for designing, prototyping, and overseeing implementation of all aspects of the user experience.
My goal was to create an interface that felt familiar and easy to use, drawing inspiration from the simplicity of Google Play and the Apple App Store. Additionally, the interface needed to showcase items in a more appealing manner than what was typical in cash shops of other online games. We made the decision early on to use stylized illustrations rather than 3D renders to represent the various goods and services, and I worked with concept artists and illustrators to develop the final aesthetic of those illustrations. Even though many of the products were intangible digital services, it was critical that their imagery conveyed a sense of weight, tangibility, and craftsmanship. This endowed the Gem Store with more of a showroom feel and heightened the perceived quality of the shopping experience.