Modernizing Minecraft purchases

I led the product design and creative direction for a multi-phase Minecraft.net product description page (PDP) redesign.

role
Product design lead, senior designer, user research and user testing

team
Web design, engineering, production, content, marketing, analytics, accessibility, and localization

scope
0-1 design, direction and delivery on the PDP redesign

timeframe
Initial concept in 2024; experience design and delivery from late 2024 through the June 2025 launch

the challenge

The redesign accompanied a migration to a new web foundation. We needed to improve customers’ understanding of the offering without disrupting purchases. The page also had to serve people ready to buy, comparing options, purchasing as a gift, or just browsing.

more informed purchase decisions

I advocated for artwork and descriptions that changed with the selected edition, allowing Deluxe content to be demonstrated rather than relying on a list of inclusions. The approach also accommodated future offers needing more explanation.

The Standard selection uses its own artwork and selected-card state, making the active choice visible.

The redesigned purchase area put edition choice, included content, gifting and checkout in one view.

Past experiments, analytics, and user feedback revealed critical gaps in the purchase journey. Customers often discovered too late that they had chosen the wrong platform, lacked the required hardware, or needed language or accessibility support the game didn’t offer. Others struggled to choose between Java and Bedrock. I redesigned the PDP’s information architecture to surface these considerations earlier, introduced details previously unavailable on Minecraft.net, and organized content from essential purchase decisions to in-depth technical specifications. Multiple rounds of user testing validated the approach, with measurable improvements after launch.

The details that matter are delivered to visitors quickly, and cleanly.

A refined comparison UI surfaces differences between Java and Bedrock.

A tabbed content module enables players to evaluate key details prior to purchase.

flexibility by design multiplies impact

I designed a modular PDP system that adapts to the needs of games, editions, DLC, and Marketplace content. Reusable components and flexible layouts reduced design and development effort while creating a consistent purchase experience across the franchise. Shared improvements could extend across product pages, helping teams test, iterate, and ship enhancements more efficiently.

the outcome

+27.5% gift-order rate

+15.6% checkout starts

+22.4% redemption engagement

+76.5% Marketplace > core-game PDP traffic

5.9% > 6.48% purchase conversion

Visit the design live

what I took forward

a purchase-page redesign should help customers choose the right action, not simply generate more clicks. Strong results in one journey do not remove the need to investigate regressions elsewhere.