GameStop
In my 6 years of working at GameStop, I was fortunate enough to work on many different web experiences; this broadened my skill set. I developed custom responsive email templates, worked on brand development, app design, and designed/developed in an agile environment.
Through GameStop’s massive brick-and-mortar presence of about 4,500 stores, I was able to work with a consumer audience of around 13 million loyalty member customers. With an audience that big, I was able to learn so much about UX and how impactful it can be through A/B testing.
Project
- Creative Direction
- Brand Development
- Web Design
- Email Development
- A/B Testing
Role
- Web Designer III
- GameStop Inc.
- 2011 - 2017
A/B UX Testing
This was an A/B test to see what users interact with more on the homepage of GameStop.com. Through using Optimizely and CrazyEgg, we learned that simplifying a direct action between two columns worked best for our users. It directed customers to choose from one of the two pillars of the GameStop ecosystem – buy or sell.
Seasonal Sale Marketing Takeover
While in-store marketing kits were being finalized and printed for distribution to stores, the web team took the approved creative and prepared a fully branded sales takeover across the website, email and the app.
The print and web teams worked in tandem to make sure the creative was adaptable enough to work both in-store and online. This example was for “Re-fun Your Refund,” a sale that happens around tax refund season.
Logo and Brand Guidelines
The landing page holds all of the key GameStop logo and brand elements/guidelines for external vendors and agencies to use when working on marketing materials that aren’t made in-house.
PowerUp Rewards Membership Anniversary Email
This email gets sent to GameStop’s loyalty program customers. It showcases milestones of their benefits of being enrolled in the program after a year of membership. It includes dynamic elements tailored to the customer like their name, money saved, catalog redemption, and more.
There is a huge customer engagement benefit from this custom content and serves as a proof that the loyalty program is worth their membership.
Apple Wallet
I worked with vendors to get GameStop’s loyalty program setup to use iOS Wallet. This allows customers to walk into a GameStop store and use their iOS Wallet to get loyalty rewards points with their purchase.
I also worked on setting up one of the most redeemed rewards, the $5 Reward Certificate, as a coupon that would appear in the wallet. Once redeemed, customers could instantly use this savings at the register when the store employee scanned their wallet QR badge.
Top Game Value Email
This is a high performing email that takes customer data showing their purchase history and what the values are if they were to sell their games back to GameStop for in-store credit. The benefit of this email is huge in that it shows immediate value in a customers possibly unwanted or completed game library.
It also shows that they can sell GameStop other things besides just video games, and allows them to visit the site to check to see what those values are.