Xbox Design Lab

VML collaborated closely with the Microsoft and Xbox teams to create an interactive commerce experience to connect with avid gamers across the globe. The Adobe Commerce-powered solution leverages best-in-class technologies, like the Spectrum 3D customizer that involved building a custom product type and creating a product relationship and inheritance structure. The Digital River Commerce Connector was also implemented as a stored payment method that captures orders upfront once a fraud review is passed.

Since this is a global site that is available in 27 countries — 11 new markets included in this launch — it was imperative that everything be fully translated for each country. A CMS translation feature was enabled so the client is able to use template variables and upload translations via CSV file. Another important aspect of the global user experience was ensuring that transactional emails included Xbox’s branding and product imagery and have the ability to be fully translated based on locale. Complex shipping validations for all locations were created to ensure that shipping rules and regulations were being followed for each country.

A new and exciting aspect of the site is the Community Gallery feature which grants users the ability to see popular controller designs, bookmark their favorites, and use other players' designs as a starting point for their own. A ‘like’ counter feature is available which allows users to vote for the designs they like best. With the use of design tags, the team was able to build a custom filtering experience for users in their own private ‘My Gallery’ and the Community Gallery.