Michelle Chen.
Work.   Play.   About.   Resume.

IGN Website Redesign

This project started with an IGN design challenge to choose and redesign any IGN webpage. After doing the challenge, I decided to extend my findings into a case study.


How might we make the IGN website more engaging for current users and easier to navigate?


IGN is an American video game and entertainment media website that brings users the latest news in these sectors. IGN’s users span over 22 platforms and 115 countries. IGN also provides users with game reviews on a 100 point scale.

The define and explore phase helped create the vision for the experience that the user should get out of using IGN’s web platform. The user should be able to seamlessly navigate from page to page to find the content that they need as well as discover new topics that might interest them.


Determining whether users already had an existing understanding of what IGN’s website is used for.


  • To truly understand the people that use the IGN website, I conducted four 1-on-1 interviews.
  • Key Findings:
    - Non-video gamers watch IGN videos on YouTube for reviews of TV shows, movies, and other entertainment-related news
    - Video-gamers that have heard of the website use the website to discover new games to play
    - Video-gamers might also use the website to see reviews of new games that have come out and see if it is worth buying



Learning abut how users interact with the current IGN site.


Usability testing covered key navigation elements, page flow, and functionality. I asked users to perform a number of specific tasks, based on different user scenarios.

  1. An unaware user, not familiar with IGN’s brand/concept
  2. Video-gamer seeking new games to play and wants to read game reviews
  3. Non-video-gamer seeking information about a new movie that just came out and wants to watch video reviews


The current layout is fairly bulky and the allocation of space is not practical. Going from one topic of another, for example from the news page to the shows page, the two interfaces are inconsistent. Descriptions are fairly lengthy and not minimizable. Additionally, the navigation bar has at least ten topics to choose from which caused users to struggle to make a choice of what content to view. In general, users had to spend more than a glance to look at the topic that they want to go to.


After examining IGN’s design, I was able to identify the big pain points in the user journey. I realized that most user pains occurred before the user actually navigates in the site, and this journey could be split into two parts: the path to discover content and the content itself. 


A user-centric approach to defining and creating the reimagined IGN website. 


Using a “Mental Model” technique, I mapped out how the features are categorized in terms of high importance vs low importance and expected vs unexpected


A content audit was also done on the ign.com website, with a focus on the homepage and navigation menu.



Seamless navigation and engaging experience.

The Redesign

For the redesign, the navigation bar was changed to only have four tabs. The topics tab then expands into the categories that previously cluttered the top of the page. Currently, when the user mouses over the browse menu, the user can still see behind the menu which can cause users to get distracted from their initial objective. In the redesign, when the topics are pulled down, the rest of the website is muted so users can completely focus on finding a topic to look at.

Another problem with the current website is that readers can only see two main articles under latest news. In the redesign, users can see much more content without pressing the “show more” tab due to the grid layout. The grid layout also addresses the issue of users thinking words are too compact by having short blurbs for one to three top news articles and then only titles for the rest of the news.

The redesign also improves the visibility of IGN’s various topics within topics by grouping related topics under one big category. Lastly, the redesign addresses the issue of users finding the current news page too overwhelming by condensing information into sections.

Future Steps & Reflection

In future iterations, I would like to be able to conduct more detailed usability testing and iterate on the design. I would also like to gather more psychographic data on current/future personas so that I can have a more clear perspective of how people around the world navigate the website and their pain points. I really enjoyed the short term nature of this project because it gave me an interesting perspective of improving the user experience for an already built product.

Michelle Chen ✌️             
Behance.   Dribbble.   LinkedIn.   Medium.  
Let’s connect!