Keith Maines / Galaxy Gaming
Keith Maines / Galaxy Gaming
A capstone journey through the Google UX Design program.
01. PROJECT OVERVIEW
01. PROJECT OVERVIEW
Galaxy Gaming is a fictional eCommerce platform created as the capstone project for my Google UX Design Certification. My assignment was to design a website or mobile app that allowed users to complete a full journey from start to finish seamlessly.
Galaxy Gaming is a fictional eCommerce platform created as the capstone project for my Google UX Design Certification. My assignment was to design a website or mobile app that allowed users to complete a full journey from start to finish seamlessly.
Galaxy Gaming is a fictional eCommerce platform created as the capstone project for my Google UX Design Certification. My assignment was to design a website or mobile app that allowed users to complete a full journey from start to finish seamlessly.
02. ROLE
02. ROLE
Frustration Into
Flow
Frustration
Into
Flow
In my role as a UI/UX Designer, I set out to simplify how gamers buy digital titles across platforms. Through research, empathy, and iteration, I designed a smoother path from discovery to purchase.
In my role as a UI/UX Designer, I set out to simplify how gamers buy digital titles across platforms. Through research, empathy, and iteration, I designed a smoother path from discovery to purchase.
In my role as a UI/UX Designer, I set out to simplify how gamers buy digital titles across platforms. Through research, empathy, and iteration, I designed a smoother path from discovery to purchase.
03. KEY CHALLENGES
03. KEY CHALLENGES
What’s Broken in Digital Game Shopping?
The Problem
The Problem
The Problem
Gamers often encounter cluttered interfaces, confusing purchase flows, and unclear product information. This leads to frustration, decision fatigue, and high cart abandonment rates.
Gamers often encounter cluttered interfaces, confusing purchase flows, and unclear product information. This leads to frustration, decision fatigue, and high cart abandonment rates.
How might we improve this experience?
How might we improve this experience?
How might we improve this experience?
My goal here is to reimagine the digital game purchasing experience by simplifying the browsing experience, make game details clear and transparent, streamline the checkout process and build user trust and confidence.
My goal here is to reimagine the digital game purchasing experience by simplifying the browsing experience, make game details clear and transparent, streamline the checkout process and build user trust and confidence.
04. Discovery
04. Discovery
Diving Into the Mind of the Everyday Gamer
Competitive analysis
Competitive analysis
Competitive analysis
I explored platforms like Steam, PlayStation Store, Green Man Gaming, and Instant Gaming to uncover their UVP, advantages and disadvantages. Steam dominated with its massive library but felt cluttered and limited to PC players. PlayStation offered exclusivity and polish but trapped users inside a single ecosystem. Green Man Gaming and Instant Gaming made buying cheaper and faster, yet often at the cost of trust and discovery.
I explored platforms like Steam, PlayStation Store, Green Man Gaming, and Instant Gaming to uncover their UVP, advantages and disadvantages. Steam dominated with its massive library but felt cluttered and limited to PC players. PlayStation offered exclusivity and polish but trapped users inside a single ecosystem. Green Man Gaming and Instant Gaming made buying cheaper and faster, yet often at the cost of trust and discovery.
I explored platforms like Steam, PlayStation Store, Green Man Gaming, and Instant Gaming to uncover their UVP, advantages and disadvantages. Steam dominated with its massive library but felt cluttered and limited to PC players. PlayStation offered exclusivity and polish but trapped users inside a single ecosystem. Green Man Gaming and Instant Gaming made buying cheaper and faster, yet often at the cost of trust and discovery.
User persona
User persona
User persona
I looked for patterns in behavior, motivations, and frustrations that gamers commonly experience when purchasing digital titles. From this research, I created a user persona that represented the everyday gamer who values convenience, clarity, and flexibility.
I looked for patterns in behavior, motivations, and frustrations that gamers commonly experience when purchasing digital titles. From this research, I created a user persona that represented the everyday gamer who values convenience, clarity, and flexibility.
I looked for patterns in behavior, motivations, and frustrations that gamers commonly experience when purchasing digital titles. From this research, I created a user persona that represented the everyday gamer who values convenience, clarity, and flexibility.
What did we learn?
What did we learn?
What did we learn?
My research revealed that the digital gaming marketplace is fragmented, confusing, and inconsistent. Gamers are forced to navigate multiple storefronts, juggle accounts, and endure cluttered discovery experiences just to buy a game. While platforms like Steam and PlayStation Store offer convenience within their own ecosystems, none provide a seamless way to browse, compare, and purchase across all platforms. The result is frustration, lost trust, and abandoned carts.
My research revealed that the digital gaming marketplace is fragmented, confusing, and inconsistent. Gamers are forced to navigate multiple storefronts, juggle accounts, and endure cluttered discovery experiences just to buy a game. While platforms like Steam and PlayStation Store offer convenience within their own ecosystems, none provide a seamless way to browse, compare, and purchase across all platforms. The result is frustration, lost trust, and abandoned carts.
My research revealed that the digital gaming marketplace is fragmented, confusing, and inconsistent. Gamers are forced to navigate multiple storefronts, juggle accounts, and endure cluttered discovery experiences just to buy a game. While platforms like Steam and PlayStation Store offer convenience within their own ecosystems, none provide a seamless way to browse, compare, and purchase across all platforms. The result is frustration, lost trust, and abandoned carts.
05. Define & Ideate
05. Define & Ideate
Turning Research into Design
User Flow
User Flow
User Flow
I started by mapping the journey of Alex, from landing on the homepage to selecting a platform, adding a game to the cart, and completing checkout, I traced every step to ensure it felt effortless and intuitive.
I started by mapping the journey of Alex, from landing on the homepage to selecting a platform, adding a game to the cart, and completing checkout, I traced every step to ensure it felt effortless and intuitive.
I started by mapping the journey of Alex, from landing on the homepage to selecting a platform, adding a game to the cart, and completing checkout, I traced every step to ensure it felt effortless and intuitive.
Site map
Site map
Site map
Next, I created a site map to organize all the pages and features Galaxy Gaming needed. From the main store and platform-specific pages to account management. The map showed how everything connected.
Next, I created a site map to organize all the pages and features Galaxy Gaming needed. From the main store and platform-specific pages to account management. The map showed how everything connected.
Next, I created a site map to organize all the pages and features Galaxy Gaming needed. From the main store and platform-specific pages to account management. The map showed how everything connected.
Wireframing
Wireframing
Wireframing
I sketched wireframes to visualize the layout of each page. I focused on highlighting key elements like game listings, platform selection, and the checkout process. These low-fidelity designs allowed me to test different layouts quickly, ensuring the experience felt smooth and exciting
I sketched wireframes to visualize the layout of each page. I focused on highlighting key elements like game listings, platform selection, and the checkout process. These low-fidelity designs allowed me to test different layouts quickly, ensuring the experience felt smooth and exciting
I sketched wireframes to visualize the layout of each page. I focused on highlighting key elements like game listings, platform selection, and the checkout process. These low-fidelity designs allowed me to test different layouts quickly, ensuring the experience felt smooth and exciting
Where the Vision Takes Shape
Using insights from research and user flows, I began translating concepts into wireframes that mapped out the structure of Galaxy Gaming.
Using insights from research and user flows, I began translating concepts into wireframes that mapped out the structure of Galaxy Gaming.
Using insights from research and user flows, I began translating concepts into wireframes that mapped out the structure of Galaxy Gaming.
Wireframing the Product Page
Wireframing the Product Page
Wireframing the Product Page
Focused on showcasing each game front and center, balancing visuals with key details like platform, price, and reviews for a smooth browsing experience.
Focused on showcasing each game front and center, balancing visuals with key details like platform, price, and reviews for a smooth browsing experience.
Focused on showcasing each game front and center, balancing visuals with key details like platform, price, and reviews for a smooth browsing experience.
Loading Your Cart Experience
Loading Your Cart Experience
Loading Your Cart Experience
Designed for clarity and control, allowing gamers to easily review or remove items before checkout.
Designed for clarity and control, allowing gamers to easily review or remove items before checkout.
Designed for clarity and control, allowing gamers to easily review or remove items before checkout.
Designing a Smooth Checkout
Designing a Smooth Checkout
Designing a Smooth Checkout
By simplifying the payment method and adding a clear order summary, I aimed to make the transition from decision to purchase feel effortless and intuitive.
By simplifying the payment method and adding a clear order summary, I aimed to make the transition from decision to purchase feel effortless and intuitive.
By simplifying the payment method and adding a clear order summary, I aimed to make the transition from decision to purchase feel effortless and intuitive.
06. UI Design
06. UI Design
The Final Boss: UI Design
Color palette
Color palette
Color palette
Embracing UI
Embracing UI
Embracing UI
60-30-10
Rule
60-30-10
Rule
60-30-10
Rule
The primary background color, white (#FFFFFF) makes up the majority of the interface. It creates an open, minimal foundation that keeps the layout clean and readable while allowing key elements and imagery to shine.
The off-white (#EDEDED) tone adds subtle depth and balance to the overall design. Used for cards and background sections, it creates gentle contrast against pure white areas, helping content stand out without feeling harsh.
The accent color, vivid orange (#FB5607), injects energy and focus into the design. Used sparingly, it highlights key actions, interactive elements, and important details.
Typography
Typography
Typography
I chose Work Sans for its clean, modern aesthetic and strong readability across devices. Its geometric structure and balanced letterforms give the interface a professional yet approachable tone.
I chose Work Sans for its clean, modern aesthetic and strong readability across devices. Its geometric structure and balanced letterforms give the interface a professional yet approachable tone.
I chose Work Sans for its clean, modern aesthetic and strong readability across devices. Its geometric structure and balanced letterforms give the interface a professional yet approachable tone.
Feature Product Page
Feature Product Page
I elevated the wireframe into a visually engaging design by incorporating colors, typography, and subtle shadows to highlight key areas.
I elevated the wireframe into a visually engaging design by incorporating colors, typography, and subtle shadows to highlight key areas.
I elevated the wireframe into a visually engaging design by incorporating colors, typography, and subtle shadows to highlight key areas.
Product Center Stage
Product Center Stage
The featured product layout was designed to put each game in the spotlight, with bold visuals displayed front and center. Clear pricing, platform selection, and edition options were all structured to make browsing effortless and intuitive.
The featured product layout was designed to put each game in the spotlight, with bold visuals displayed front and center. Clear pricing, platform selection, and edition options were all structured to make browsing effortless and intuitive.
To enhance usability, I leaned on visual hierarchy and color contrast to guide the user’s eye through the experience.
To enhance usability, I leaned on visual hierarchy and color contrast to guide the user’s eye through the experience.
UX Psychology Applied
UX Psychology Applied
Von Restorff Effect (Isolation Effect) – The vivid orange “Add to Cart” button stands out against the neutral white background, instantly drawing attention to the main conversion point.
Von Restorff Effect (Isolation Effect) – The vivid orange “Add to Cart” button stands out against the neutral white background, instantly drawing attention to the main conversion point.
Social Proof – The “Very Positive (346,138 Reviews)” section reassures users of the game’s credibility and encourages purchase through psychological validation from other players.
Social Proof – The “Very Positive (346,138 Reviews)” section reassures users of the game’s credibility and encourages purchase through psychological validation from other players.
Your Cart, Simplified
Your Cart, Simplified
The high-fidelity mockup focused on translating functionality into a visually engaging shopping flow, ensuring every detail—from layout spacing to color hierarchy—enhanced the user experience.
The high-fidelity mockup focused on translating functionality into a visually engaging shopping flow, ensuring every detail—from layout spacing to color hierarchy—enhanced the user experience.
The high-fidelity mockup focused on translating functionality into a visually engaging shopping flow, ensuring every detail—from layout spacing to color hierarchy—enhanced the user experience.
UX Psychology Applied
UX Psychology Applied
Hick’s Law – The fewer choices a user has, the faster they can make a decision. This screen keeps interaction minimal. Users can only adjust quantity or proceed to checkout which streamlines decision-making and reducing friction in the buying process.
Hick’s Law – The fewer choices a user has, the faster they can make a decision. This screen keeps interaction minimal. Users can only adjust quantity or proceed to checkout which streamlines decision-making and reducing friction in the buying process.
Fitts’s Law – The “Checkout” button is large, bold, and placed in a reachable area at the bottom of the screen, making it quick and easy for users to tap. Its size and color reinforce the importance of the action.
Fitts’s Law – The “Checkout” button is large, bold, and placed in a reachable area at the bottom of the screen, making it quick and easy for users to tap. Its size and color reinforce the importance of the action.
A Trustworthy Purchase
A Trustworthy Purchase
A Trustworthy Purchase
Creating the checkout screen was about removing friction and building trust. I wanted users to feel confident and secure as they completed their purchase.
Creating the checkout screen was about removing friction and building trust. I wanted users to feel confident and secure as they completed their purchase.
Creating the checkout screen was about removing friction and building trust. I wanted users to feel confident and secure as they completed their purchase.
UX Psychology Applied
UX Psychology Applied
Jakob’s Law - The inclusion of PayPal leverages users’ familiarity with a trusted platform to make the experience feel intuitive and secure. Most people in general, already interacted with PayPal, so keeping recognizable visual cues and patterns made the process feel natural and trustworthy.
Jakob’s Law - The inclusion of PayPal leverages users’ familiarity with a trusted platform to make the experience feel intuitive and secure. Most people in general, already interacted with PayPal, so keeping recognizable visual cues and patterns made the process feel natural and trustworthy.
Aesthetic-Usability Effect - The clean, minimal design with plenty of breathing space gives users confidence that the system is reliable and professional, encouraging them to follow through with their purchase.
Aesthetic-Usability Effect - The clean, minimal design with plenty of breathing space gives users confidence that the system is reliable and professional, encouraging them to follow through with their purchase.
The Finish Line: Confirmation
The Finish Line: Confirmation
The Finish Line: Confirmation
The confirmation page was designed to give gamers a clear sense of closure and satisfaction after their purchase. It provides an instant game code with a convenient copy button, an order summary, and an email confirmation for their records — ensuring the experience ends as smoothly and confidently as it began.
The confirmation page was designed to give gamers a clear sense of closure and satisfaction after their purchase. It provides an instant game code with a convenient copy button, an order summary, and an email confirmation for their records — ensuring the experience ends as smoothly and confidently as it began.
The confirmation page was designed to give gamers a clear sense of closure and satisfaction after their purchase. It provides an instant game code with a convenient copy button, an order summary, and an email confirmation for their records — ensuring the experience ends as smoothly and confidently as it began.
UX Psychology Applied
UX Psychology Applied
Zeigarnik Effect – People remember incomplete tasks better than completed ones. Showing clear confirmation and sending a follow-up email helps the brain close the loop, creating psychological satisfaction and trust.
Zeigarnik Effect – People remember incomplete tasks better than completed ones. Showing clear confirmation and sending a follow-up email helps the brain close the loop, creating psychological satisfaction and trust.
Law of Clarity – Every element communicates one clear message: You’ve successfully completed your purchase. Visual hierarchy and white space help reinforce that clarity.
07. Closing
07. Closing
My Final Thoughts
My Final Thoughts
My Final Thoughts
Designing Galaxy Gaming was more than just a project — it was a deep dive into understanding how gamers think, shop, and connect with the titles they love. This journey challenged me to balance functionality with emotion, simplicity with depth, and creativity with usability.
Designing Galaxy Gaming was more than just a project — it was a deep dive into understanding how gamers think, shop, and connect with the titles they love. This journey challenged me to balance functionality with emotion, simplicity with depth, and creativity with usability.
Designing Galaxy Gaming was more than just a project — it was a deep dive into understanding how gamers think, shop, and connect with the titles they love. This journey challenged me to balance functionality with emotion, simplicity with depth, and creativity with usability.
Winning Moments
Unity: Creating a unified marketplace where gamers could purchase titles across PlayStation, Xbox, Steam, and Epic felt like solving a real industry gap.
Consistency: Developing a cohesive design system using a clean black, white, and vivid orange palette maintains accessibility and readability across screens.
User Trust: Integrating PayPal and clear, minimal checkout flows directly addressed user concerns about security — boosting confidence and reducing friction in the buying process.
Winning Moments
Unity: Creating a unified marketplace where gamers could purchase titles across PlayStation, Xbox, Steam, and Epic felt like solving a real industry gap.
Consistency: Developing a cohesive design system using a clean black, white, and vivid orange palette maintains accessibility and readability across screens.
User Trust: Integrating PayPal and clear, minimal checkout flows directly addressed user concerns about security — boosting confidence and reducing friction in the buying process.
Winning Moments
Unity: Creating a unified marketplace where gamers could purchase titles across PlayStation, Xbox, Steam, and Epic felt like solving a real industry gap.
Consistency: Developing a cohesive design system using a clean black, white, and vivid orange palette maintains accessibility and readability across screens.
User Trust: Integrating PayPal and clear, minimal checkout flows directly addressed user concerns about security — boosting confidence and reducing friction in the buying process.
Lessons Learned
Less is More: Early sketches taught me that removing clutter made navigation smoother and the overall experience more intuitive.
Designing With Psychology in Mind: Applying UX laws helped guide users naturally by reinforcing that intuitive design isn’t accidental, it’s intentional.
Iteration Is the Real MVP: Every stage — from user flow to final mockups — evolved through testing, feedback, and reflection. I learned that great design rarely happens in one pass; it’s refined through constant iteration.
Lessons Learned
Less is More: Early sketches taught me that removing clutter made navigation smoother and the overall experience more intuitive.
Designing With Psychology in Mind: Applying UX laws helped guide users naturally by reinforcing that intuitive design isn’t accidental, it’s intentional.
Iteration Is the Real MVP: Every stage — from user flow to final mockups — evolved through testing, feedback, and reflection. I learned that great design rarely happens in one pass; it’s refined through constant iteration.
Lessons Learned
Less is More: Early sketches taught me that removing clutter made navigation smoother and the overall experience more intuitive.
Designing With Psychology in Mind: Applying UX laws helped guide users naturally by reinforcing that intuitive design isn’t accidental, it’s intentional.
Iteration Is the Real MVP: Every stage — from user flow to final mockups — evolved through testing, feedback, and reflection. I learned that great design rarely happens in one pass; it’s refined through constant iteration.
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