Overview:
When GameHouse.com first launched in 1998, the goal was to drive customers to download a free 60-minute trial of a game and then convert them to purchase from the game wrapper, a desktop client application.  The target demographic was moms 35+ years old. Since then, new content and more ways to play games have emerged in the market.  Business models have diversified, the player demographics broadening, and casual gaming is moving away from being a solo activity to a social experience.  Exclusive content and unique experiences are becoming the key differentiators for game portals like GameHouse.com.

Challenge:
Enhance the GameHouse.com user experience to allow for new game types, new revenue models, and increases in conversion rates.

Solution:
I worked closely with marketing, design, content and engineering teams to successfully meet all objectives through a focused, iterative design and test process.  As project lead, I gathered requirements from business stakeholders; developed an MRD, creative brief, feature matrix, user personas, and task flow diagrams to help communicate requirements; led a design team in the creation of wireframes and full color mockups; presented annotated designs to key stakeholders for buy-in; coordinated implementation between design and development; and managed the A/B tests to validate improved performance of new designs.