Beyond the game, redesigning The Elder Scrolls Online's web experience
My Role
UX Direction, Audience Research, Content Strategy & Web Design
Product Type
Web Platform
ESO’s website was designed to attract customers, but its promotional priorities often obstructed the people already playing the game. I used audience research to reconcile competing needs and establish a shared design direction across web, content, and commerce.
Beyond the game, redesigning The Elder Scrolls Online's web experience
My Role
UX Direction, Audience Research, Content Strategy & Web Design
Product Type
Web Platform
ESO’s website was designed to attract customers, but its promotional priorities often obstructed the people already playing the game. I used audience research to reconcile competing needs and establish a shared design direction across web, content, and commerce.
Beyond the game, redesigning The Elder Scrolls Online's web experience
My Role
UX Direction, Audience Research, Content Strategy & Web Design
Product Type
Web Platform
ESO’s website was designed to attract customers, but its promotional priorities often obstructed the people already playing the game. I used audience research to reconcile competing needs and establish a shared design direction across web, content, and commerce.
Contents
PROBLEM
One game, disconnected experiences
PROBLEM
The problem: One game, disconnected experiences
PROBLEM
The problem: One game, disconnected experiences
PROBLEM
The problem: One game, disconnected experiences
ESO’s website, store, account management, and launcher had evolved independently, leaving players to navigate inconsistent interfaces and disconnected services. Some console players encountered an age gate and promotional landing page just to reach the website, while account services offered no direct route back.
Having previously led ESO’s console UX design, I recognized the disconnect between the game’s identity and its web presence. ZeniMax asked me to examine the broader customer experience and establish a direction spanning acquisition, commerce, account services, and player engagement.
ESO’s website, store, account management, and launcher had evolved independently, leaving players to navigate inconsistent interfaces and disconnected services. Some console players encountered an age gate and promotional landing page just to reach the website, while account services offered no direct route back.
Having previously led ESO’s console UX design, I recognized the disconnect between the game’s identity and its web presence. ZeniMax asked me to examine the broader customer experience and establish a direction spanning acquisition, commerce, account services, and player engagement.
ESO’s website, store, account management, and launcher had evolved independently, leaving players to navigate inconsistent interfaces and disconnected services. Some console players encountered an age gate and promotional landing page just to reach the website, while account services offered no direct route back.
Having previously led ESO’s console UX design, I recognized the disconnect between the game’s identity and its web presence. ZeniMax asked me to examine the broader customer experience and establish a direction spanning acquisition, commerce, account services, and player engagement.
ESO’s website, store, account management, and launcher had evolved independently, leaving players to navigate inconsistent interfaces and disconnected services. Some console players encountered an age gate and promotional landing page just to reach the website, while account services offered no direct route back.
Having previously led ESO’s console UX design, I recognized the disconnect between the game’s identity and its web presence. ZeniMax asked me to examine the broader customer experience and establish a direction spanning acquisition, commerce, account services, and player engagement.
Original stakeholder requirements from 2016, highlighting the fragmented customer experience and the need for a unified UX direction.
UX & Visual Design Gary Boodhoo
Original stakeholder requirements from 2016, highlighting the fragmented customer experience and the need for a unified UX direction.
UX & Visual Design Gary Boodhoo
Original stakeholder requirements from 2016, highlighting the fragmented customer experience and the need for a unified UX direction.
UX & Visual Design Gary Boodhoo
Original stakeholder requirements from 2016, highlighting the fragmented customer experience and the need for a unified UX direction.
UX & Visual Design Gary Boodhoo
RESEARCH
Beyond the player audience
RESEARCH
The discovery: Players weren’t the only audience
RESEARCH
The discovery: Players weren’t the only audience
RESEARCH
The discovery: Players weren’t the only audience
I investigated the platform through comparative analysis of six competing game websites, ESO’s forums, the editorial calendar, and stakeholder interviews. Then I collated my findings as a large collection of user stories expressing the needs of the segments I identified.
I investigated the platform through comparative analysis of six competing game websites, ESO’s forums, the editorial calendar, and stakeholder interviews. Then I collated my findings as a large collection of user stories expressing the needs of the segments I identified.
I investigated the platform through comparative analysis of six competing game websites, ESO’s forums, the editorial calendar, and stakeholder interviews. Then I collated my findings as a large collection of user stories expressing the needs of the segments I identified.
I investigated the platform through comparative analysis of six competing game websites, ESO’s forums, the editorial calendar, and stakeholder interviews. Then I collated my findings as a large collection of user stories expressing the needs of the segments I identified.
Community forums, the editorial calendar, and stakeholder interviews informed a structured set of user stories spanning customer and organizational needs.
UX Research Gary Boodhoo
I synthesized user stories into a series of findings that informed redesign priorities. This example highlights the concentration of needs around community, navigation, and shopping.
UX Research Gary Boodhoo
I synthesized user stories into a series of findings that informed redesign priorities. This example highlights the concentration of needs around community, navigation, and shopping.
UX Research Gary Boodhoo
I synthesized user stories into a series of findings that informed redesign priorities. This example highlights the concentration of needs around community, navigation, and shopping.
UX Research Gary Boodhoo
I synthesized user stories into a series of findings that informed redesign priorities. This example highlights the concentration of needs around community, navigation, and shopping.
UX Research Gary Boodhoo
The distinction was consequential. The website wasn’t simply a destination for customers. It was also an operating environment for people producing content, maintaining the brand, and managing the business. This reframed the assignment: whose needs should each part of the experience prioritize, and why?
The distinction was consequential. The website wasn’t simply a destination for customers. It was also an operating environment for people producing content, maintaining the brand, and managing the business. This reframed the assignment: whose needs should each part of the experience prioritize, and why?
The distinction was consequential. The website wasn’t simply a destination for customers. It was also an operating environment for people producing content, maintaining the brand, and managing the business. This reframed the assignment: whose needs should each part of the experience prioritize, and why?
The distinction was consequential. The website wasn’t simply a destination for customers. It was also an operating environment for people producing content, maintaining the brand, and managing the business. This reframed the assignment: whose needs should each part of the experience prioritize, and why?
Fan
Discover stories, news, and connection without necessarily owning the game.
Discover stories, news, and connection without necessarily owning the game.
Discover stories, news, and connection without necessarily owning the game.
New Customer
Understand editions, purchase, activate, and get started.
Understand editions, purchase, activate, and get started.
Understand editions, purchase, activate, and get started.
Owner
Return to guides, news, account tools, and game services.
Return to guides, news, account tools, and game services.
Member
See what’s included with ESO Plus and manage your membership.
See what’s included with ESO Plus and manage your membership.
Press
Locate announcements, images, and product information.
Locate announcements, images, and product information.
Producer
Create, curate, and schedule recurring content.
Create, curate, and schedule recurring content.
Designer
Keep pages and campaigns visually consistent.
Keep pages and campaigns visually consistent.
Business
Support acquisition, retention, engagement, and commerce.
Support acquisition, retention, engagement, and commerce.
CONFLICT
Acquisition vs. player utility
CONFLICT
The central conflict: Acquisition versus player utility
CONFLICT
The central conflict: Acquisition versus player utility
CONFLICT
The central conflict: Acquisition versus player utility
Marketing needed campaigns and purchasing opportunities. Existing players needed direct access to news, guides, community, and services. Producers needed to publish continuously without redesigning the site for every release. The website couldn't treat every visitor as a prospective buyer.
I mapped audience roles and user stories against business goals, giving stakeholders a shared basis for prioritizing content and journeys. Acquisition campaigns could serve prospective buyers without becoming obstacles for existing players. Audience intent, rather than departmental priorities, became the basis for design decisions.
Marketing needed campaigns and purchasing opportunities. Existing players needed direct access to news, guides, community, and services. Producers needed to publish continuously without redesigning the site for every release. The website couldn't treat every visitor as a prospective buyer.
I mapped audience roles and user stories against business goals, giving stakeholders a shared basis for prioritizing content and journeys. Acquisition campaigns could serve prospective buyers without becoming obstacles for existing players. Audience intent, rather than departmental priorities, became the basis for design decisions.
Marketing needed campaigns and purchasing opportunities. Existing players needed direct access to news, guides, community, and services. Producers needed to publish continuously without redesigning the site for every release. The website couldn't treat every visitor as a prospective buyer.
I mapped audience roles and user stories against business goals, giving stakeholders a shared basis for prioritizing content and journeys. Acquisition campaigns could serve prospective buyers without becoming obstacles for existing players. Audience intent, rather than departmental priorities, became the basis for design decisions.
Marketing needed campaigns and purchasing opportunities. Existing players needed direct access to news, guides, community, and services. Producers needed to publish continuously without redesigning the site for every release. The website couldn't treat every visitor as a prospective buyer.
I mapped audience roles and user stories against business goals, giving stakeholders a shared basis for prioritizing content and journeys. Acquisition campaigns could serve prospective buyers without becoming obstacles for existing players. Audience intent, rather than departmental priorities, became the basis for design decisions.
I organized the website into seven functional areas, identifying the content and services each needed to support.
UX Research Gary Boodhoo
I organized the website into seven functional areas, identifying the content and services each needed to support.
UX Research Gary Boodhoo
I organized the website into seven functional areas, identifying the content and services each needed to support.
UX Research Gary Boodhoo
I organized the website into seven functional areas, identifying the content and services each needed to support.
UX Research Gary Boodhoo
Mapping those functional areas against business goals revealed overlapping responsibilities and established a basis for prioritizing the experience.
UX Research Gary Boodhoo
Mapping those functional areas against business goals revealed overlapping responsibilities and established a basis for prioritizing the experience.
UX Research Gary Boodhoo
Mapping those functional areas against business goals revealed overlapping responsibilities and established a basis for prioritizing the experience.
UX Research Gary Boodhoo
Mapping those functional areas against business goals revealed overlapping responsibilities and established a basis for prioritizing the experience.
UX Research Gary Boodhoo
DESIGN
Building the design
DESIGN
From research to a working design system
DESIGN
From research to a working design system
DESIGN
From research to a working design system
I translated the framework into reusable designs for landing pages, expansion promotions, product overviews, news, guides, archives, and community destinations. Each served a distinct purpose while sharing ESO’s visual language, adapted from the game for web navigation, reading, and commerce.
A live-service website also needed to accommodate constantly changing content without repeated redesign. I worked with the frontend team on responsive templates and documented navigation, typography, components, and design patterns in Confluence.
The result was a consistent foundation that supported different audiences while giving production teams flexibility to respond to changing priorities.
I translated the framework into reusable designs for landing pages, expansion promotions, product overviews, news, guides, archives, and community destinations. Each served a distinct purpose while sharing ESO’s visual language, adapted from the game for web navigation, reading, and commerce.
A live-service website also needed to accommodate constantly changing content without repeated redesign. I worked with the frontend team on responsive templates and documented navigation, typography, components, and design patterns in Confluence.
The result was a consistent foundation that supported different audiences while giving production teams flexibility to respond to changing priorities.
I translated the framework into reusable designs for landing pages, expansion promotions, product overviews, news, guides, archives, and community destinations. Each served a distinct purpose while sharing ESO’s visual language, adapted from the game for web navigation, reading, and commerce.
A live-service website also needed to accommodate constantly changing content without repeated redesign. I worked with the frontend team on responsive templates and documented navigation, typography, components, and design patterns in Confluence.
The result was a consistent foundation that supported different audiences while giving production teams flexibility to respond to changing priorities.
I translated the framework into reusable designs for landing pages, expansion promotions, product overviews, news, guides, archives, and community destinations. Each served a distinct purpose while sharing ESO’s visual language, adapted from the game for web navigation, reading, and commerce.
A live-service website also needed to accommodate constantly changing content without repeated redesign. I worked with the frontend team on responsive templates and documented navigation, typography, components, and design patterns in Confluence.
The result was a consistent foundation that supported different audiences while giving production teams flexibility to respond to changing priorities.
Early landing-page wireframe and CMS template, establishing content hierarchy and reusable page structures.
UX & Visual Design Gary Boodhoo Campaign Artwork Bethesda Marketing
Early landing-page wireframe and CMS template, establishing content hierarchy and reusable page structures.
UX & Visual Design Gary Boodhoo Campaign Artwork Bethesda Marketing
Early landing-page wireframe and CMS template, establishing content hierarchy and reusable page structures.
UX & Visual Design Gary Boodhoo Campaign Artwork Bethesda Marketing
Early landing-page wireframe and CMS template, establishing content hierarchy and reusable page structures.
UX & Visual Design Gary Boodhoo Campaign Artwork Bethesda Marketing
A more developed CMS template adapted for marketing promotions, accommodating campaign-specific content within a consistent design framework.
UX & Visual Design Gary Boodhoo Campaign Artwork Bethesda Marketing
A more developed CMS template adapted for marketing promotions, accommodating campaign-specific content within a consistent design framework.
UX & Visual Design Gary Boodhoo Campaign Artwork Bethesda Marketing
A more developed CMS template adapted for marketing promotions, accommodating campaign-specific content within a consistent design framework.
UX & Visual Design Gary Boodhoo Campaign Artwork Bethesda Marketing
A more developed CMS template adapted for marketing promotions, accommodating campaign-specific content within a consistent design framework.
UX & Visual Design Gary Boodhoo Campaign Artwork Bethesda Marketing
A collection of CMS page templates spanning marketing, community, editorial content, and commerce within a shared design framework.
UX & Visual Design Gary Boodhoo Campaign Artwork Bethesda Marketing
A collection of CMS page templates spanning marketing, community, editorial content, and commerce within a shared design framework.
UX & Visual Design Gary Boodhoo Campaign Artwork Bethesda Marketing
A collection of CMS page templates spanning marketing, community, editorial content, and commerce within a shared design framework.
UX & Visual Design Gary Boodhoo Campaign Artwork Bethesda Marketing
A collection of CMS page templates spanning marketing, community, editorial content, and commerce within a shared design framework.
UX & Visual Design Gary Boodhoo Campaign Artwork Bethesda Marketing
PLATFORM
Extending across platforms
PLATFORM
Extending the experience across platforms
PLATFORM
Extending the experience across platforms
PLATFORM
Extending the experience across platforms
ESO communicated with players through several distinct interfaces. The launcher reached them before entering the game. In-game announcements reached them during play. The website provided a destination for more detailed information.
I explored how the same promotional content could work across these environments, adapting its presentation to each interface rather than reproducing the same layout everywhere. The goal was a recognizable ESO experience that respected the different contexts in which players encountered it.
ESO communicated with players through several distinct interfaces. The launcher reached them before entering the game. In-game announcements reached them during play. The website provided a destination for more detailed information.
I explored how the same promotional content could work across these environments, adapting its presentation to each interface rather than reproducing the same layout everywhere. The goal was a recognizable ESO experience that respected the different contexts in which players encountered it.
ESO communicated with players through several distinct interfaces. The launcher reached them before entering the game. In-game announcements reached them during play. The website provided a destination for more detailed information.
I explored how the same promotional content could work across these environments, adapting its presentation to each interface rather than reproducing the same layout everywhere. The goal was a recognizable ESO experience that respected the different contexts in which players encountered it.
ESO communicated with players through several distinct interfaces. The launcher reached them before entering the game. In-game announcements reached them during play. The website provided a destination for more detailed information.
I explored how the same promotional content could work across these environments, adapting its presentation to each interface rather than reproducing the same layout everywhere. The goal was a recognizable ESO experience that respected the different contexts in which players encountered it.
In-game panel studies from my earlier ESO console UI work. These established principles I could translate into a web experience without copying the game screen literally.
UX & Visual Design Gary Boodhoo
In-game panel studies from my earlier ESO console UI work. These established principles I could translate into a web experience without copying the game screen literally.
UX & Visual Design Gary Boodhoo
In-game panel studies from my earlier ESO console UI work. These established principles I could translate into a web experience without copying the game screen literally.
UX & Visual Design Gary Boodhoo
In-game panel studies from my earlier ESO console UI work. These established principles I could translate into a web experience without copying the game screen literally.
UX & Visual Design Gary Boodhoo
ESO Plus and Buy Crowns web designs. Extending the same product identity into Bethesda’s separate BAM sales platform required a different treatment of commerce and account conventions.
UX & Visual Design Gary Boodhoo
ESO Plus and Buy Crowns web designs. Extending the same product identity into Bethesda’s separate BAM sales platform required a different treatment of commerce and account conventions.
UX & Visual Design Gary Boodhoo
ESO Plus and Buy Crowns web designs. Extending the same product identity into Bethesda’s separate BAM sales platform required a different treatment of commerce and account conventions.
UX & Visual Design Gary Boodhoo
ESO Plus and Buy Crowns web designs. Extending the same product identity into Bethesda’s separate BAM sales platform required a different treatment of commerce and account conventions.
UX & Visual Design Gary Boodhoo
In-game panel studies from my earlier ESO console UI work. These established principles I could translate into a web experience without copying the game screen literally.
UX & Visual Design Gary Boodhoo
In-game panel studies from my earlier ESO console UI work. These established principles I could translate into a web experience without copying the game screen literally.
UX & Visual Design Gary Boodhoo
In-game panel studies from my earlier ESO console UI work. These established principles I could translate into a web experience without copying the game screen literally.
UX & Visual Design Gary Boodhoo
In-game panel studies from my earlier ESO console UI work. These established principles I could translate into a web experience without copying the game screen literally.
UX & Visual Design Gary Boodhoo
DELIVERY
Implementation gaps
DELIVERY
When implementation diverged
DELIVERY
When implementation diverged
DELIVERY
When implementation diverged
Maintaining the design direction through production required active oversight. As reusable CMS templates were implemented across different page types, I audited the results, documenting issues with responsive behavior, typography, editorial hierarchy, and content readiness.
Maintaining the design direction through production required active oversight. As reusable CMS templates were implemented across different page types, I audited the results, documenting issues with responsive behavior, typography, editorial hierarchy, and content readiness.
Maintaining the design direction through production required active oversight. As reusable CMS templates were implemented across different page types, I audited the results, documenting issues with responsive behavior, typography, editorial hierarchy, and content readiness.
Maintaining the design direction through production required active oversight. As reusable CMS templates were implemented across different page types, I audited the results, documenting issues with responsive behavior, typography, editorial hierarchy, and content readiness.
Excerpt from my ESO website implementation audit spreadsheet, tracking issues I identified and the changes needed to address them.
UX & Visual Design Gary Boodhoo
Excerpt from my ESO website implementation audit spreadsheet, tracking issues I identified and the changes needed to address them.
UX & Visual Design Gary Boodhoo
Excerpt from my ESO website implementation audit spreadsheet, tracking issues I identified and the changes needed to address them.
UX & Visual Design Gary Boodhoo
Excerpt from my ESO website implementation audit spreadsheet, tracking issues I identified and the changes needed to address them.
UX & Visual Design Gary Boodhoo
Outcomes
The work established a shared framework for balancing acquisition, player utility, and publishing needs. Reusable CMS templates and design standards carried that direction into ESO’s evolving web experience.
The redesigned website launched in August 2017 with unified navigation and a clearer structure for news, guides, and game updates. Early player feedback specifically praised the improved organization and discoverability of content, validating a central goal of the redesign.
The work established a shared framework for balancing acquisition, player utility, and publishing needs. Reusable CMS templates and design standards carried that direction into ESO’s evolving web experience.
The redesigned website launched in August 2017 with unified navigation and a clearer structure for news, guides, and game updates. Early player feedback specifically praised the improved organization and discoverability of content, validating a central goal of the redesign.
Developer
Publisher
Platforms
Lifecycle
Selected work 2016–2019
Key Skills & Tools
Stakeholder research, Content strategy, Editorial UX, Web commerce, Design systems, Documentation, QA reviews
My Workgroup
Creator & Developer Gary Boodhoo
Matt Firor
Studio Director, ZeniMax Online Studios
Gary is an immensely talented designer UX / UI designer that I have had the privilege to work with over many years, including foundational work on the User Experience for Elder Scrolls Online, as well as other games in development and our web portal at ZeniMax Online Studios. He is professional, on-time and a joy to work with. Highly recommended.
Ben Jones
Executive Producer, Range Media Partners
Gary has a beautiful and brilliant mind, and he’s one of the best possible designers to have on your project at an early phase. On Project Blackbird, Gary helped us to shape our UX from a blank page into something elegant, intuitive and highly player serving. It’s a shame the world will never see his work and that of our incredible UX team, but I can say frankly that it’s still something of which I’m immensely proud.
Ben Jones
Executive Producer, Range Media Partners
Gary has a beautiful and brilliant mind, and he’s one of the best possible designers to have on your project at an early phase. On Project Blackbird, Gary helped us to shape our UX from a blank page into something elegant, intuitive and highly player serving. It’s a shame the world will never see his work and that of our incredible UX team, but I can say frankly that it’s still something of which I’m immensely proud.
Paul Sage
CEO, Ruckus Games
I personally feel Elder Scrolls Online is the best MMO on the market for a console largely due to how well the game handles user input. Gary was key to that effort.
Nicholas Konkle
Game Director, Riot Games
I would certainly recommend Gary as a UX designer who can tell a team what they need to do to build the foundation, and then follow that team through the entire building process. He's also brings a very unique style to team-dynamics that is both entertaining and valuable, and was often a big driver of attention to detail for an entire team.
Mark Bartlett
Principal Tech Producer, ProbablyMonsters
I have worked with Gary twice now, both at Real U in Singapore and at ZeniMax Online Studios (ZOS) in Maryland. Because of how incredibly good he was at Real U while working on Otherland, I recruited him to come to ZOS and help work on the Elder Scrolls Online.
Alex Atienza
Product Design Manager, New Relic
On many occasions our impromptu conversations and drive-by design sessions lead to innovative solutions. His critiques were surprisingly motivating and absolutely invaluable. I always appreciated his sharp eye and constructive feedback. Gary is a passionate designer, but a far more amazing leader. It is with great regret that I did not work with him enough
