BitSkins is a marketplace for Steam items. It offers a seamless platform to buy and sell your CS2, DOTA2, TF2 or RUST skins. Since there are tons of various game items available for and the service is used by a vast amount of users, BitSkins reached out to Unravel to help them improve the user experience on the platform. We acted with a combination of user research, market research and a proper UX audit.
We centered our research around the most important aspects of the experience:
Website navigation
Offer presentation
Migration of a purchased item from BitSkins to Steam account - Inventory
Web readability
Overall look'n'feel
Shopping cart, user panel
We opted for a quantitative research in the form of a 35-point questionnaire that was sent out to a broad selection of users in order to build a detailed picture of the customers' experience.
Question nr 13 and the results.
Our goal in this step was to find out what competitive platforms have that BitSkins is lacking. We compared skin & game items markets with a similar profile and compiled a list of all advantages and disadvantages of current solutions on the BitSkins platform.
The most important changes concerned some elements of the platform structure, i.e. menu, search engine, product card, item rating system, etc. Then we discussed which individual elements have an impact on readability and accessibility on competitor's websites.
We focused on the most important subpages: the homepage, product page, shopping cart, user panel and inventory.
We analyzed each element based on our own experience and guidelines of research institutes such as Baymard Institute and Norman Nielsen Group. Then we rated them on a five-point scale.
That led to our recommendations for several significant improvements for a top bar, filtering, product page, 'buy' section, and user panel layout.
Before and after