Redesign of the IGM.GG Website for Gamers
We redesigned the online store for gamers, IGM.GG, and increased direct traffic by +192%
Who Our Client Is
IGM.GG is an online store from the largest gaming community in the CIS region, boasting over 4 million subscribers on VK.
What Needed to Be Done
Together with developers from the IT company KTS, we got to work. Our goal was to enhance the user experience of the online store, streamline the purchasing process of game keys, foster audience loyalty, and encourage repeat purchases — all through design on our part. It was important for the client to maintain the dark theme and red accent blocks from the original website, while we had complete creative freedom when it came to mechanics and visuals.
Gamers Get a Gamer’s Design
What first comes to mind when you think of gaming? No, not LED lights, fancy chairs, or headsets — those are details. What unites all gamers, regardless of skill level, is the launch screen everyone sees. When developing our concept, we based it on the console interface, featuring tiles, movable elements, and gradient colors that spark anticipation of an exciting game simply by looking at them.
Development of a UI Component Library
Every element of typography, colors, icons, buttons, selects, and other UI components was meticulously crafted for future scalability. We grouped components into categories like filters, comments, buttons, and other interface elements. All were designed in a unified style dictated by the concept. The leading graphic solution was a 12-column grid. This setup can be arranged in multiple layouts: 2, 3, 4, or 6 columns per screen. This gave us a dynamic design for the homepage and curated collections.
Making Game Purchase an Event
In our e-commerce era, shopping has become so effortless it no longer evokes emotions. You simply confirm a purchase, get a push notification about the charge, and a receipt — that’s it. We decided to reference the analog era, when hands trembled opening a boxed disc for the first time. We achieved this feeling through carefully crafted animations.
Achievements for Users
We introduced gamification into the purchasing process. Now users earn achievements for bought games and site activity, displayed in their profile as collectible cards. The uniqueness of these cards is emphasized by elegant animations that create a special sense of value.
How We Created Adaptive Design
Each layout was created at three breakpoints, with every state of interactive elements drawn out. We showcased examples of animations and scroll behaviors.
Project Results
The result is a vibrant site that balances contemporary design with nostalgic callbacks to the era when the gaming industry was just winning our hearts and minds. But most importantly, the redesign helped IGM.GG reach their business goals. Product revenue increased 1.5 times since the new site launched, session depth grew by 30%, users spent 23% more time on the redesigned site compared to the previous version, and page views rose by 126%.
