Star Citizen e-commerce

Our sales pages allow players to dive deep into the Star Citizen universe, offering them a rich exploration of what each ship can do within the game. Mimicking real-life car manufacturer sites, these pages include promotional trailers, detailed ship statistics, downloadable PDF brochures, and more. All of this content adheres to the specific branding guidelines of each in-game manufacturer, facilitated by our adaptable multi-brand design system.

For several years, I designed 100% custom promotional pages for Star Citizen, which proved highly successful in engaging players and boosting sales. Despite their effectiveness, these pages required substantial effort to create and were challenging to maintain over time. Recognizing the need for a more sustainable approach, we transitioned to a more efficient system.

We meticulously designed each module used in Star Citizen's promotional pages using a multi-brand design system in Figma. This involves customizing fonts, colors, spacing, shapes, and assets to precisely match the in-game branding guidelines of each ship manufacturer. To facilitate this, we have established dedicated Figma library files for each theme. These libraries are structured to enable quick mockup creation, ensuring that designers can efficiently produce visually consistent and compelling promotional content.

By maintaining alignment between Figma designs and the developers' Storybook implementations, we ensure a seamless transition from design to development. This synchronization not only enhances collaboration across teams but also accelerates the production cycle, allowing for rapid iterations. Regular updates are made the components and the design tokens values to reflect any changes in the branding guidelines, ensuring our promotional materials are always up-to-date with the latest game aesthetics and narratives. By integrating these design and development practices, we uphold a standard of excellence that meets the high expectations of Star Citizen players and fans.

To empower Cloud Imperium Games' content managers with enhanced capabilities in crafting new sales pages, we developed the Alexandria CMS page builder tool, a bespoke content management system tailored to the unique needs of the Star Citizen universe. This platform is equipped with a range of customizable modules including banners, slideshows, videos, and product listings, each designed to facilitate easy content creation and management.

Key features of Alexandria include intuitive text and image editing tools that allow content managers to seamlessly update content as needed. With its live preview functionality, which provides users with the ability to see and interact with their changes in real-time, directly within the browser. Additionally, the tool offers extensive customization options. Users can fine-tune the aesthetic of each page by selecting from various manufacturer themes, which are aligned with the distinct branding of each in-game ship manufacturer, and further personalize the look by adjusting colors and design elements. This level of customization ensures that each page not only resonates with the branding guidelines but also stands out to the audience.

In my role as Director, I spearheaded the redesign of the flow to sell the game to new players, overseeing the work of talented designers. We focused on simplifying the purchasing process, introducing a new page that prominently features two game packages. This design choice not only facilitates decision-making for new players but also includes enhanced descriptions of each package to better inform their choices. To accommodate flexibility in our marketing strategy, we engineered the page to be adaptable, allowing the inclusion of a third package during special promotional events. This dynamic setup ensures that we can capitalize on different marketing opportunities without requiring significant redesigns.

Recognizing the importance of informed purchasing decisions, we also integrated detailed information about PC requirements. This addition aims to minimize the frequency of refunds by ensuring players understand the hardware necessary to enjoy the game optimally.

Moreover, we streamlined the entire cart flow to enhance user clarity and efficiency. The process is now divided into four straightforward steps: selecting a package, creating an account, finalizing the purchase, and downloading the launcher to begin playing. Each step is designed to be clear and concise, guiding new players smoothly from interest to engagement with minimal friction.