Minecraft - Checkout experience design
Overview
I was the responsible product designer in charge of designing the new checkout experience for Minecraft players.
​
I was responsible for research, idea initiation, prototyping, testing, final launch, and the post-launch monitoring.
Role
Product designer
Duration
Jan - May 2021
Team
Together with PM and Eng team
Background
Microsoft acquired Mojang studio
Microsoft acquired the studio Mojang, creator of Minecraft, in September 2014. The transfer of all Minecraft players from Mojang accounts to Microsoft accounts is now required.
New purchase experience with Microsoft side
At present, Microsoft does not offer a dedicated commercial page or checkout experience for Minecraft. Instead, new customers are required to buy the game directly from Microsoft. To address this, we need to develop a Minecraft site and checkout process from scratch.
Product changes
Migrate Minecraft players from Mojang to Microsoft
On Mojang's end, we must create a motivating factor for Minecraft players to migrate. The migration process should be simple, user-friendly, and incentivizing to encourage all players to make the switch.
Build Minecraft checkout process in Microsoft
To properly showcase all the information about Minecraft, Microsoft needs to create a commercial page. Additionally, a new checkout experience must be developed for new players who purchase the game following the acquisition.
Forced migration after Sep 2023
Starting in September 2023, Mojang will no longer support Minecraft games. All Minecraft information and purchasing must be done through Microsoft. Users who have not completed the migration process by this time will be required to migrate to Microsoft. We will need to design a process to ensure a smooth transition for these users.
Minecraft users
Parents
Most Minecraft game purchase is made by parents, while the game is used by children
Adults
In some cases, we have some adults to purchase Minecraft to play with their friends too
Schools and education organizations
Minecraft has batch buyers as school and education organizations
Minecraft product line
Minecraft offers various products, each with unique branding and marketing content. Here is a list of our available products.
Java & Bedrock
Bedrock Edition is characterized by its cross-platform compatibility, allowing players to connect and play together across various devices.
Legends
Minecraft Legends is about mining for resources and building structures, but it's also about using smart strategies to fight armies of enemies and defend bases in an adventure story
Dungeon
Minecraft Dungeons is a standalone action-adventure game set in the Minecraft universe.
Realms
Minecraft Realms and Realms Plus are subscription-based services that let you play Minecraft online with friends and family on your server and, depending on the service, give you access to a catalog of Minecraft content, including skins, worlds, and resource packs.
Education edition
Minecraft: Education Edition is a version of Minecraft designed for education in a classroom setting. Education Edition allows teachers to offer a fun and interactive lesson for their students through playing the game of Minecraft.
User flow
After collaborating with my project manager and other stakeholders, we created the user journey for Minecraft players.
Low-fi prototype
I created several low-fidelity versions of the checkout page for stakeholder review.
Version 1
Version 2
Version 3
Version 4
After careful consideration, we ultimately chose to use version 2 of the game details presentation. This decision was made to accommodate the marketing team's desire to consistently showcase the most important message. Additionally, we may need to include further business cooperation information in this section.
The entire prototype
After identifying the key design aspect, I developed a low-fidelity prototype for discussion and review.
Different product color palette
Minecraft offers numerous products, each with distinct branding styles and marketing content. Hence, to ensure a seamless checkout experience, we prioritize matching the color palette of each game with its respective style. Specifically, we utilize three primary colors and two tertiary colors for every game.
Minecraft Bedrock & Java edition
Minecraft Dungeon
Minecraft Legends
Minecraft Realms
Design
Minecraft Bedrock & Java edition
Minecraft Dungeon edition
Summary for Minecraft project
Working with a big team
Working with the Minecraft team is definitely a unique experience compared to working with smaller teams. Every action we take must be approved by various teams and must go through rigorous user testing. This makes it crucial to implement procedures correctly and ensure that all documentation is accurate.
Every detail matters
In the world of user experience, every interaction a user has with our game can impact their overall satisfaction and perception of overall Minecraft branding. The placement of a button, the color of a call-to-action, the clarity of error messages, and even the subtlest animations can make the difference between a seamless, enjoyable user journey and a frustrating, confusing one, especially for Minecraft, a dream gram for many kids. Details are not merely aesthetic choices; they are functional elements that guide users, enhance usability, and ultimately contribute to Minecraft brand awareness.
An experience design which sits in a larger product experience
Minecraft has many product pods and each of them is responsible for a part of the entire product. Designing a part of the purchase experience within a big project is a dynamic and fulfilling experience. It offers a chance to make a meaningful impact while navigating the challenges that come with the scale and complexity of the entire user experience. The success requires effective collaboration, attention to detail, adaptability, and a passion for creating exceptional user experiences.