Internet for Gamers
Selected Work #2: Internet for Gamers
Client: Charter Communications | Services: UX/UI Research & Design
In 2023, Spectrum requested a redesign of a webpage targeting the gaming audience, to appeal to a niche user group and boost internet conversions. As an avid gamer, this project was really exciting for me! I knew exactly how to conduct the research needed to make this page resonate with our target user group. Ultimately, my design was chosen, so I was responsible for transforming the page into the optimized, performance-driven user experience tailored to gamers that you see below. My work helped to effectively position Spectrum as a top-tier choice for gamers nationwide, boosting conversions by 21% - surpassing the projected goal. The client was thrilled with the outcome, which ended up garnering more business opportunities and a higher budget for our team.
Key Takeaways:
Updated page flow based on competitor and user research
Targeted content specific to “gamers” to boost internet conversions
Added strong, playful imagery for a match user expectations
Fluid and responsive mobile-first layout to engage users and build trust
Increased click-through rate by 32% and conversions by 21%, with reduced rage-clicks and abandonment
Project Description
Challenge: In 2023, Spectrum approached our team with a request to redesign their Internet for Gamers webpage. The goal was to reach a niche audience - gamers - and drive more internet conversions by positioning Spectrum as a serious contender in the high-performance internet space. High-speed, lag-free internet connection is crucial for both competitive and casual gamers. This user group presented extra challenges, as they are highly computer-literate, know exactly what they need, and are familiar with industry standards - requiring a more customized and streamlined experience. The existing page lacked focus, felt generic, and failed to reach the gaming community, making the product seem outdated and unreliable. To reduce user abandonment, this page needed a full refresh that highlights Spectrum’s speed, reliability, and low latency, while keeping the content accessible to all gamers. An added challenge was balancing marketing goals with authenticity - gamers are quick to spot inauthentic branding, so the tone and visuals had to feel real and relatable to build brand trust, increase click-through rate, and entice conversions.
Process: As both the lead designer and a gamer myself, I kicked off this project by diving into research -looking at competitor pages, gathering gamer-focused feedback, and studying what mattered most to this audience: speed, low latency, stability, and no data caps. I used tools like Glassbox and Baymard to uncover user insights and product standards in order to emulate user expectations and map their mental models. After analyzing user journey drop-off points on the existing page, I noticed that the offers weren’t landing well because they lacked context or personality and the information architecture structure failed to guide users through the page in an intuitive and engaging way. To build trust and stoke user confidence, I suggested adding content that pointed users to relevant blog posts and FAQs for additional information, if needed. I also discovered an opportunity to advertise TV and Mobile bundles in a way that did not disrupt the flow or feel out of place. With that in mind, I sketched wireframes that simplified the overall flow and highlighted key selling points in gamer-friendly language. I worked closely with the Copy team to make sure the tone matched gamer culture - no fluff, just facts. Visually, I created and curated imagery that showed real gaming setups, players in action, and images from some of the most popular online games - staying away from overused stock art. I designed a hi-fidelity mockup of the new layout in Adobe XD and iterated based on team and stakeholder feedback. Once approved, I built the final version in Adobe Experience Manager (AEM) and worked with developers to ensure that the page matched the approved mockup and functioned bug-free - all delivered within a very tight turnaround timeline.
Outcome: The final design is clear, energetic, and aligned with what gamers expect from a premium internet provider. This update led to a remarkable 32% increase in click-through rate, significantly reduced user abandonment, and a 21% boost in conversions - well above the target - helping to establish Spectrum as a legitimate choice for gaming households. The client was thrilled with the results, and the success of the page led to new opportunities for additional client work and an increased budget for our team.
Process
Design Approach / Framework: Keeping with the Agile design approach, we followed the Scrumban method, for the Best Internet for Gamers project. Although this product ask was relatively simple, it was just one backlog sprint of a larger campaign to attract the gaming audience to Spectrum Internet. Since this project targeted a specific, niche group of users rather than general internet, mobile, or TV customers, our approach was slightly different. There was a need to gather and analyze significant amounts of user data and competitor research prior to crafting the design. My team navigated daily meetings, evolving product parameters, and several rounds of reviews, feedback, and iterations before landing on a final design approach. Once the mockup was approved, I built the page on AEM and worked with the Dev team to resolve any bugs before pushing it live.
UX Research & Team Collaboration
Below are a few visuals showing how I partnered with my team to conduct research, uncover key insights, and shape our design strategy.
Reference from Project Coworker
"Abby and I collaborated on a number of projects for Spectrum. One of my favorites was the Best Internet for Home Gaming page. She did an amazing job of capturing the Client’s vision while still maintaining a simple and engaging UX that gamers could navigate seamlessly. She’s a natural at all things UX/UI and a delight to work with!
- Nolan LaLima, Senior SEO Strategist - ITG, Client: Spectrum