Microsoft Flight Simulator
Marketing Site

GOAL

Microsoft Flight Simulator needed a website that would serve several functions throughout the game development process. It needed to inform gamers, process beta signups, sell pre-orders, and support the game post-launch.

ROLE

I was the lead designer, responsible for the entire website design; from user flow, through wireframing and iteration, to final visual design.

Identifying the key site goals
1

Incentivize users to become beta testers to get early access to the game

2

Convert users to either pre-order or purchase the game

3

Keep users informed on the game's development progress and support the game post-launch

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Website user flow

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Wireframing

After settling on a user flow, I designed the first wireframes for the site. The main focus area of the wireframes was the homepage hero area, which would be the priority for driving conversion. I also designed more typical page templates for the rest of the site; FAQ, merch, media, etc.

Early visual design and qualitative user testing

I chose a few designs to focus on for the hero area and added in visual design and branding. The sections were designed to be flexible and used throughout the site lifecycle. I designed an option for an image slideshow, video background, and static image with a CTA. Qualitative user testing was done to ensure the site was easy to use and attention-grabbing.

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Hero section A/B testing

While the game was under pre-order, I designed two hero section headers and conducted A/B testing. The second design won out with an increased conversion rate for pre-orders by 3.7%. The increased conversion rate led me to use the second design as the basis for the final game launch hero design.

Game launch hero - visual design
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  • Improved conversion rate on pre-order hero section by 3.7%

  • Created an Insider Only section that brought in 17,000+ highly engaged users. In doing this, it created a community of daily active users that engaged with the game developers

  • Over 100,000 pre-orders through the website (out of a predicted 60,000) making it one of the most successful pre-order runs in Xbox/Microsoft history

Results