Astrogaming.com

brand-focused e-commerce web experience
Client
Astro
Role
Design Lead (Visual design + UX), Concept + Execution
Project type
B2C E-commerce and marketing multi locale web experience
Release date
2019

I led the complete redesign of the ASTRO Gaming website, transforming it into a premium digital destination that reflects the brand's position as a creator of elite gaming equipment. The project involved developing a sophisticated visual identity, restructuring the product showcase architecture and implementing an immersive storytelling approach that resonates with both professional and passionate amateur gamers.

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Project Overview

The Challenge:

ASTRO Gaming had established a strong reputation among professional gamers but needed a digital presence that would:
  • Clearly communicate their premium positioning and technical superiority
  • Showcase their deep integration with professional esports
  • Make complex product ecosystems and compatibility understandable
  • Appeal to both hardcore competitive gamers and serious enthusiasts
  • Drive conversion through compelling product storytelling
  • Create a scalable platform for future product launches and gaming partnerships

The Goal:

Our goal was to create a digital platform that elevates ASTRO Gaming's premium positioning in the competitive gaming peripherals market. We aimed to design an experience that showcases their professional-grade equipment in a way that communicates technical excellence while connecting emotionally with the gaming community through immersive product stories and authentic esports partnerships.

Research & Insights

Community Understanding
We immersed ourselves in the gaming community through interviews with professional players, event attendance and monitoring gaming forums. We discovered that authenticity was paramount with users quick to dismiss marketing that didn't speak their language or understand their needs.
Competitive Analysis
The gaming peripherals market was crowded with competitors using similar visual language and messaging. Our analysis revealed an opportunity to differentiate ASTRO through a more sophisticated aesthetic that maintained gaming credibility while elevating the brand above the typical "gamer" design tropes.
User Journey Mapping
By mapping the research journey of different gamer segments we uncovered that users were spending significant time investigating compatibility with existing equipment technical specifications and pro player endorsements before making purchasing decisions. The current site was failing to connect these critical information points.
Product Ecosystem Complexity
ASTRO's product line included complex mix and match components with compatibility considerations across multiple gaming platforms. Users struggled to understand which products worked together limiting attachment rates and causing purchase hesitation.

Design process

Visual Language Development
I created a visual system that balanced technical precision with emotional connection to gaming culture:
  • High contrast layouts with generous negative space creating a premium feel
  • Dynamic product photography that balances detailed engineering close-ups with cinematic in-use contexts, connecting products to the intensity of their usage scenarios
  • Custom iconography system for technical features and compatibility indicators
  • Motion design that highlighted product functionality without feeling gimmicky
Site Architecture
We restructured the site to create intuitive pathways based on how gamers actually shop:
  • Platform based entry points (PC, PlayStation or Xbox) for users with specific compatibility needs
  • Gaming scenario based collections highlighting ideal setups for different game genres
  • Clearer product category organization distinguishing between headsets, mixamps and accessories
  • Direct paths between compatible products and accessories to encourage ecosystem adoption
Product Storytelling
Each product received enhanced presentation focused on its unique value:
  • Leading with professional use cases and tournament presence
  • Interactive, exploded views revealing internal components and engineering
  • Clear articulation of technological advantages in gamer-relevant terms
  • Integration of pro player testimonials and actual tournament usage footage
Experience Highlights
We crafted an immersive digital experience that showcased ASTRO’s premium product design, professional esports credibility, and technical innovation—while making it easy for users to explore, compare, and buy.
  • Interactive 360° product viewers with zoom and hotspot callouts highlighted premium materials and features
  • Comparison tools and compatibility visualizers helped users understand how products work together
  • Esports partnerships and behind-the-scenes content reinforced authenticity and real-world performance
  • Visual storytelling and interactive demos explained ASTRO’s technical advantages, like MixAmp functionality and wireless performance
  • Streamlined commerce experience with simplified customization, upgrade paths, and smart bundle recommendations

Impact and Results

Performance Metrics
  • 38% increase in overall conversion rate
  • 45% growth in average order value through increased bundle purchases
  • 29% reduction in support tickets related to product compatibility questions
  • 52% increase in time spent engaging with product technology content
  • 74% improvement in mobile conversion rates
Business impact
  • Strengthened premium market positioning supporting higher price points
  • Increased attachment rate of accessories and ecosystem components
  • Improved effectiveness of esports partnership investments
  • Created a more effective platform for limited edition and collaboration launches
  • Provided better data on user interests and preferences through enhanced analytics

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