Sony and the PlayStation team engaged AKQA to redesign the PlayStation 5 product page, aiming to transform a product-centric layout into a dynamic narrative showcasing the core values and unique features of the PlayStation 5. As the hired User Experience Director, I collaborated closely with Creative Director John Whitlock to structure and lead this transformative project. Our mission was to evolve beyond the conventional product page, creating an immersive experience that would resonate with users and highlight the console's distinctive attributes.

Working in tandem with the client and team, we established narrative pillars, processes, and key performance indicators (KPIs) to guide our approach. My role involved laying out a foundation that allowed these pillars to be articulated cohesively throughout the page, breaking them down into distinct yet interconnected sections. This strategic framework ensured that every element of the page contributed to a unified story, enhancing user engagement and understanding of the PlayStation 5's value proposition.

The new page offers users a glimpse into the exciting and extensive gaming world of the PlayStation 5, while showcasing the console's technical edge through an interactive and visually compelling design. By aligning business needs with an engaging narrative, we created a user experience that guides consumers through a single, long scroll, encapsulating the essence of the PlayStation 5. This approach not only meets the project's objectives but also sets a new standard for presenting gaming hardware in the digital space.

Full case study available upon request.