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Guild Wars 2 Purchase Funnel

Overview

ArenaNet chose to develop a proprietary payment funnel to handle online sales of Guild Wars 2. I was tasked with designing the user experience and visual aesthetic. The site needed to reflect the look-and-feel of the newly redesigned guildwars2.com while remaining visually distinctive. The checkout UX needed to be airtight and frictionless, so I drew from my past e-commerce experience to identify and eliminate the pain points that commonly plague similar payment systems. The result is a clean, intuitive, well-crafted checkout experience that resists abandonment and maximizes conversions.

Billing Flow
Success!
User Experience

My goal when designing the user experience for the purchase funnel was to limit the number of distractions and eliminate as many friction points as possible. Each step of the funnel presents the user with a very focused set of tasks which are encountered based on order of importance. The very first set of tasks pertain strictly to entering the billing details required to complete the purchase. After selecting which product to purchase, a streamlined one-step checkout ensures that their conversion is successful.

Convenience features such as dynamic inline form validation and a persistent order summary strike a careful balance between providing useful feedback and minimizing distraction.

Once the conversion has been made, the user enters the account creation funnel. At this point, we’ve already sent the user an email with a link back to this screen, so they can safely exit the funnel and return at a later time.

Wireframe Click-through
  • Client
    ARENANET
  • My Roles
    UX DESIGN | ART DIRECTION | VISUAL DESIGN
  • Date Completed
    AUGUST 2012
  • Additional Credit
    KATE WELCH