Research & Insights
User Research
We conducted extensive interviews with casual and professional gamers to understand how they research evaluate and purchase gaming gear. We discovered they relied heavily on both technical specifications and peer recommendations with many users cross referencing multiple sources before making decisions.
Competitive Analysis
Examining competitor sites revealed a landscape dominated by dark interfaces aggressive imagery and technical language. We identified an opportunity to differentiate Logitech G through cleaner design more approachable technology explanations and a stronger connection between product features and in game benefits.
Analytics Review
Data from the existing site showed users spent significant time comparing products but often struggled to differentiate between models in the same category. We also found that users who engaged with technology story content had higher conversion rates suggesting an opportunity to better integrate these narratives into the product journey.
Technology Storytelling
Working closely with the product teams we developed a deeper understanding of Logitech G's proprietary technologies. This allowed us to craft more compelling narratives around features like Lightspeed Wireless, HERO sensors and Powerplay charging that explained not just what the technologies do but how they improve gaming performance.
