EA SPORTS ARENA

UX DESIGNER

MBP

Role: UX Designer

I was tasked to create wireframes for an EA SPORTS Arena microsite. The purpose of this page was to drive conversions of people who sign up for Virgin Gaming, the partner site.

Tools: Pen & Paper, Omnigraffle

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DESIGN PROBLEM

Call to Action

Because we were working with a partner site, the Arena website didn't directly link to a sign up form. Because of this, I decided to use a prominent "Learn More" button to drive traffic to the Virgin Gaming site. Additionally, I added secondary CTA's in the form of links to game-specific pages. Our hypothesis was that FIFA fans would be more convinced to sign up on a FIFA-specific page, rather than a generic one.

Education & Branding

There was some confusion about the details of this feature because two different brands were involved. Additionally, the concept of spending money to enter competitive gaming tournaments is a new concept to most North American gamers. I was careful to design a brand hierarchy on each page - having the EA SPORTS medallion in the header, the Arena branding in the hero image, and a "powered by Virgin Gaming" logo attached to the Learn More CTA. This was intended to signal to the user that by clicking Learn More, they will be taken away from the EA SPORTS Website.

Main Screen Secondary Screen

Position

UX Designer, Electronic Arts

Collaborators

Mark Magnusson, Marc-Oliver Gern

Video

See a video of how it works on YouTube

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