← Portfolio
CASE STUDY 03
One Web Destination
5-Year Web Ecosystem Strategy
UX Strategy · Stakeholder Facilitation · Competitive Research · 2024
North Star
Set the standard for the best web destination in the video game industry.
Unifying Ubisoft.com across game sites, ecommerce, account management, and a desktop launcher under one cohesive vision.
CONTEXT
Ubisoft.com serves 100M+ annual users across game sites, ecommerce, account management, and a desktop launcher — all governed by different teams with different priorities. There was no unified vision for where the web ecosystem was going or how it would get there.
MY ROLE
Recognized that five years of competing web priorities couldn't be resolved with another deliverable — they required structured alignment. Designed and facilitated a multi-day leadership workshop to surface shared goals across the senior org, then synthesized the output into a 5-year roadmap presented to SVP leadership.
THE PROCESS
Using the Cartoonbase storytelling framework and a Sailboat retrospective, I guided cross-functional stakeholders through identifying current painpoints, business goals, and a phased vision for the next 5 years. The resulting strategy covered design pillars, a competitor landscape analysis, and year-by-year milestones.
From in Person to Polished recap
Competitor Landscape
PLATFORM FEATURES
Personalization (Web)
Logged in content recommendations
Ubisoft.com
EA.com
Battle.net
Steam
Epic Games
Xbox
PlayStation.com
Synchronization
Content and design synchronized with launcher
Ubisoft.com
EA.com
Battle.net
Epic Games
Steam
Xbox
N/A
PlayStation.com
Mobile Games
Included in homepage
Ubisoft.com
EA.com
Battle.net
Epic Games
N/A
Steam
N/A
Xbox
N/A
PlayStation.com
VR Games
Included in homepage
Ubisoft.com
EA.com
Battle.net
N/A
Epic Games
Steam
Xbox
PlayStation.com
Sale Integration
Sales & pricing supported
Ubisoft.com
EA.com
Battle.net
Epic Games
Steam
Xbox
PlayStation.com
Cloud Streaming
Included in homepage
Ubisoft.com
EA.com
N/A
Battle.net
N/A
Epic Games
N/A
Steam
Xbox
PlayStation.com
Entertainment
Movies, TV shows, and books
Ubisoft.com
EA.com
Battle.net
Epic Games
N/A
Steam
N/A
Xbox
PlayStation.com
Supported
N/A
Not offered
Not supported on web
Design Pillars
01
Sustainability
Build upon established best practices and industry standards for long-term website health and performance.
02
Optimize for Innovation
Embrace innovative design elements while maintaining a strong foundation of templatized structures.
03
Modular Design
Implement modular design principles for flexibility and scalability across different page types.
04
Personalized User Journeys
Prioritize native language support as the initial step towards a personalized user experience.
05
Enhance User Experience
Minimize user friction and cognitive load by streamlining processes and reducing unnecessary steps.
06
Mobile First Approach
Design primarily for mobile devices to ensure optimal user experience across all platforms.
From in Person to Polished recap
Strategic Roadmap
FY25
2025
01
Unify, Optimize & Standardize
• Homescreen redesign
• Universe Design System
• 1UP Product Page
FY26
2026
02
Enhance & Extend
• Global Navigation Redesign
• AI-assisted translation
• Expanded personalization
FY27
2027
03
Leverage Community Opportunities
• Centralized UX operations
• New global framework
• OneTrust across all sites
FY28
2028
04
Year of Maturity
• Centralized global navigation
• Data-driven decision-making at scale
FY29
2029
05
Best Entertainment Destination
• Mature ecommerce integration
• Full personalization
• Centralized web operations
The Deliverable.
A recap to stakeholders and external partners
One Web Destination
Competitor Landscape
Video storytelling
OUTCOME
A ratified 5-year roadmap adopted across Online Services and D2P departments, with Year 1 milestones already delivered including Contentful CMS alignment, Universe Design System onboarding, and the Ubisoft.com homescreen redesign.
← Portfolio
CASE STUDY 03
One Web Destination
5-Year Web Ecosystem Strategy
UX Strategy · Stakeholder Facilitation · Competitive Research · 2024
North Star
Set the standard for the best web destination in the video game industry.
Unifying Ubisoft.com across game sites, ecommerce, account management, and a desktop launcher under one cohesive vision.
CONTEXT
Ubisoft.com serves 100M+ annual users across game sites, ecommerce, account management, and a desktop launcher — all governed by different teams with different priorities. There was no unified vision for where the web ecosystem was going or how it would get there.
MY ROLE
Recognized that five years of competing web priorities couldn't be resolved with another deliverable — they required structured alignment. Designed and facilitated a multi-day leadership workshop to surface shared goals across the senior org, then synthesized the output into a 5-year roadmap presented to SVP leadership.
THE PROCESS
Using the Cartoonbase storytelling framework and a Sailboat retrospective, I guided cross-functional stakeholders through identifying current painpoints, business goals, and a phased vision for the next 5 years. The resulting strategy covered design pillars, a competitor landscape analysis, and year-by-year milestones.
From in Person to Polished recap
Competitor Landscape
Personalization (Web)
Logged in content recommendations
Ubisoft.com
EA.com
Battle.net
Steam
Epic Games
Xbox
PlayStation.com
Synchronization
Content and design synchronized with launcher
Ubisoft.com
EA.com
Battle.net
Epic Games
Steam
Xbox
N/A
PlayStation.com
Mobile Games
Included in homepage
Ubisoft.com
EA.com
Battle.net
Epic Games
N/A
Steam
N/A
Xbox
N/A
PlayStation.com
VR Games
Included in homepage
Ubisoft.com
EA.com
Battle.net
N/A
Epic Games
Steam
Xbox
PlayStation.com
Sale Integration
Sales & pricing supported
Ubisoft.com
EA.com
Battle.net
Epic Games
Steam
Xbox
PlayStation.com
Cloud Streaming
Included in homepage
Ubisoft.com
EA.com
N/A
Battle.net
N/A
Epic Games
N/A
Steam
Xbox
PlayStation.com
Entertainment
Movies, TV shows, and books
Ubisoft.com
EA.com
Battle.net
Epic Games
N/A
Steam
N/A
Xbox
PlayStation.com
Supported
N/A
Not offered
Not supported on web
Design Pillars
01
Sustainability
Build upon established best practices and industry standards for long-term website health and performance.
02
Optimize for Innovation
Embrace innovative design elements while maintaining a strong foundation of templatized structures.
03
Modular Design
Implement modular design principles for flexibility and scalability across different page types.
04
Personalized User Journeys
Prioritize native language support as the initial step towards a personalized user experience.
05
Enhance User Experience
Minimize user friction and cognitive load by streamlining processes and reducing unnecessary steps.
06
Mobile First Approach
Design primarily for mobile devices to ensure optimal user experience across all platforms.
From in Person to Polished recap
Strategic Roadmap
FY25
2025
01
Unify, Optimize & Standardize
• Homescreen redesign
• Universe Design System
• 1UP Product Page
FY26
2026
02
Enhance & Extend
• Global Navigation Redesign
• AI-assisted translation
• Expanded personalization
FY27
2027
03
Leverage Community Opportunities
• Centralized UX operations
• New global framework
• OneTrust across all sites
FY28
2028
04
Year of Maturity
• Centralized global navigation
• Data-driven decision-making at scale
FY29
2029
05
Best Entertainment Destination
• Mature ecommerce integration
• Full personalization
• Centralized web operations
The Deliverable.
A recap to stakeholders and external partners
One Web Destination
Competitor Landscape
Video storytelling
OUTCOME
A ratified 5-year roadmap adopted across Online Services and D2P departments, with Year 1 milestones already delivered including Contentful CMS alignment, Universe Design System onboarding, and the Ubisoft.com homescreen redesign.
CASE STUDY 03
One Web Destination
5-Year Web Ecosystem Strategy
UX Strategy · Stakeholder Facilitation · Competitive Research · 2024
North Star
Set the standard for the best web destination in the video game industry.
Unifying Ubisoft.com across game sites, ecommerce, account management, and a desktop launcher under one cohesive vision.
CONTEXT
Ubisoft.com serves 100M+ annual users across game sites, ecommerce, account management, and a desktop launcher — all governed by different teams with different priorities. There was no unified vision for where the web ecosystem was going or how it would get there.
MY ROLE
Recognized that five years of competing web priorities couldn't be resolved with another deliverable — they required structured alignment. Designed and facilitated a multi-day leadership workshop to surface shared goals across the senior org, then synthesized the output into a 5-year roadmap presented to SVP leadership.
THE PROCESS
Using the Cartoonbase storytelling framework and a Sailboat retrospective, I guided cross-functional stakeholders through identifying current painpoints, business goals, and a phased vision for the next 5 years. The resulting strategy covered design pillars, a competitor landscape analysis, and year-by-year milestones.
From in Person to Polished recap
Competitor Landscape
PLATFORM FEATURES
Ubisoft.com
EA.com
Battle.net
Steam
Epic Games
Xbox.com
PlayStation.com
Personalization (Web)
Logged in content recommendations
Synchronization
Content and design synchronized with launcher
N/A
Mobile Games
Included in homepage
N/A
N/A
N/A
VR Games
Included in homepage
N/A
Sale Integration
Sales & pricing supported
Cloud Streaming
Included in homepage
N/A
N/A
N/A
Entertainment
Movies, TV shows, and books
N/A
N/A
Supported
N/A
Not offered
Not supported on web
Design Pillars
01
Sustainability
Build upon established best practices and industry standards for long-term website health and performance.
02
Optimize for Innovation
Embrace innovative design elements while maintaining a strong foundation of templatized structures.
03
Modular Design
Implement modular design principles for flexibility and scalability across different page types.
04
Personalized User Journeys
Prioritize native language support as the initial step towards a personalized user experience.
05
Enhance User Experience
Minimize user friction and cognitive load by streamlining processes and reducing unnecessary steps.
06
Mobile First Approach
Design primarily for mobile devices to ensure optimal user experience across all platforms.
From in Person to Polished recap
Strategic Roadmap
FY25
2025
01
Unify, Optimize & Standardize
• Homescreen redesign
• Universe Design System
• 1UP Product Page
FY26
2026
02
Enhance & Extend
• Global Navigation Redesign
• AI-assisted translation
• Expanded personalization
FY27
2027
03
Leverage Community Opportunities
• Centralized UX operations
• New global framework
• OneTrust across all sites
FY28
2028
04
Year of Maturity
• Centralized global navigation
• Data-driven decision-making at scale
FY29
2029
05
Best Entertainment Destination
• Mature ecommerce integration
• Full personalization
• Centralized web operations
The Deliverable.
A recap to stakeholders and external partners
One Web Destination
Competitor Landscape
Video storytelling
OUTCOME
A ratified 5-year roadmap adopted across Online Services and D2P departments, with Year 1 milestones already delivered including Contentful CMS alignment, Universe Design System onboarding, and the Ubisoft.com homescreen redesign.