Shop
The project aimed to redesign the shop page by simplifying the information architecture, introducing a new navigation system, and reducing interface complexity.
Research & analysis / UX / UI
2022
G-Loot, later rebranded as Stryda, was a Stockholm-based esports company specializing in stats tracking, player identity, and competitions. It permanently ceased operations in 2023.
New card design
With the new shop information architecture, all gift cards are now displayed on a single page and grouped by brand. Users no longer need to switch between brand pages to compare card offers. To enhance usability, a tab navigation system and a new filtering feature were introduced.
Navigate through the wireframes
Previously, the list of countries where gift cards were valid appeared above each set as purely informational. However, Hotjar heatmaps revealed that users mistakenly believed they needed to click on a country to filter results. In the new design, users are automatically assigned to a country-based shop based on their location, with the option to switch via the country selector in the top-right corner.
Additionally, two carousels were introduced to showcase different brands with evocative images and payoff messages. A new card layout was also developed to reduce complexity and height, allowing more content to be displayed on the page.
