Deeproot Pinball
E-COMMERCE WEBSITE
Goal: To redesign the Deeproot Pinball e-commerce website with consistent branding, clear navigation, and condensed copy. I was both project manager and UX designer for this project, coordinating with other team leads for content and web development.
The Deeproot Pinball website is an e-commerce website that includes:
- PinAccess Portal Login
- Help Center
- Our Story Page
- Shop Flow
- Game Resources
COMPANY
Deeproot Pinball
San Antonio, TX
ROLE
UX Designer
Project Manager
SKILLS
User Experience Design (UX)
User Interface Design (UI)
Information Architecture
Prototyping
TOOLS
Adobe XD
Illustrator
Confluence
Jira
Due to a complex lawsuit involving Deeproot Pinball and the negativity surrounding the executive leadership, I have decided not to share this page with the public. This page is simply to show you my designs, process, and experience with this project. I hope you enjoy the designs as much as I enjoyed creating them.
COMPANY
Deeproot Pinball
San Antonio, TX
ROLE
UX Designer
Project Manager
SKILLS
User Experience Design (UX)
User Interface Design (UI)
Information Architecture
Prototyping
TOOLS
Adobe XD
Illustrator
Confluence
Jira
Due to a complex lawsuit involving Deeproot Pinball and the negativity surrounding the executive leadership, I have decided not to share this page with the public. This page is simply to show you my designs, process, and experience with this project. I hope you enjoy the designs as much as I enjoyed creating them.
NAVIGATION
When I began this project, the navigation was convoluted. I restructured the website and streamlined the navigation menu for clarity and usability.
COPYWRITING
The leadership had a tendency to overshare their vision. In fact, much of the copy contained potential features and irrelevant content. At a risk of overpromising, I cautioned the leadership to narrow down the content to information that only applies to the current product, and to share new features as they are released. As the user experience designer, I condensed the copy (later to be refined by a copywriter). I coordinated with team leads from each department to ensure the information was accurate and up to date.
BRANDING
The website lacked clear branding and consistency. Different company logos were used on the app and website, and there was no clear visual brand. After exploring the branding vision with the executive team, I developed a visual brand that reflected both the high-tech and retro aesthetic of the company.
OUR STORY PAGE
The Our Story page serves as the about page for the company. This page sets the tone for the rest of the website. I used neumorphic design–a low relief UI style–to present the traditional pinball elements in a modern way.
SHOP FLOW
The pinball games (machines) are sold in limited runs over a short period of time. In the past, during the sales period, customers could order a machine and select their customization from a large itemized list. This complexity leaves room for error in production. In the new shop flow, the customizations are grouped into three packages.
I incorporated subtle pinball playfield backgrounds throughout the site. This texture enhances the pinball theme while keeping the site clean and professional.
GAMES
This page design highlights each game’s unique story, theme, and aesthetic. Because the company only releases one game a year, it’s important to build interest in the game prior to the sales period. This page progresses through three phases: Promotion, Sales, and Player Resources.
My Process
When creating the User Experience (UX) and visual assets for a project, I often start with sketching. These rough sketches help me narrow down concepts before building the design on the computer. This helps with efficiency and problem solving.
