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.