Redesigning the foundation of Ashes of Creation's account pages
The account pages of Ashes of Creation serve as a critical touchpoint where players manage their game entitlements, inventory, identity, and personal information. In this redesign, I led a comprehensive overhaul of the account pages, reimagining the information architecture (IA), modernizing the visual design, and building a scalable foundation for future we-game integration.
Key accomplishments ✨
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Redesigned the core account experience with a modernized IA and visual system that improves clarity, reduces redundancy, and supports long-term scalability.
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Overhauled the Account Inventory page to be more scannable, organized, and game-centric—laying the foundation for deeper integration with in-game data.
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Conducted a competitive UX audit across gaming and non-gaming platforms to align the redesign with industry best practices.
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Identified and planned for GDPR/CCPA compliance, including a proposed PII request flow to meet evolving legal standards.
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Collaborated cross-functionally with stakeholders to align design direction, gain buy-in, and ensure the redesign supports future entitlements and character data work.
The challenge 🤔
The existing account experience was visually outdated, navigationally inconsistent, and structurally limited (especially with the increasing need to support dynamic game data). Key issues included:
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Redundant content
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Vague section titles
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Underutilized layout space
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Low visual clarity
The process & execution 🤺
1. Research & component strategy
To ground the redesign, I reviewed over a dozen account experiences, ranging from major MMOs and digital marketplaces to SaaS dashboards and commerce platforms. This helped identify common UX patterns for navigation, personalization, and entitlements, as well as best practices around security and compliance.
2. Revisiting the IA
I audited the existing structure and proposed a clearer, flatter hierarchy that reduces redundancy and grouped content by function (e.g., access, purchases, game data). Page naming was also made more specific and intuitive dduring this process (e.g., renaming vague sections like “Recent Purchases” or “Summary”
3. Designing for clarity & cohesion
I applied a new visual hierarchy with improved spacing, consistent layout grids, and stronger contrast ratios. This not only made content easier to scan but also aligned the experience with the newer branding direction.
Out with the old and...
In with the new!
4. Account inventory overhaul
The account inventory page was fully redesigned by improving the grouping of related items, introducing better sorting and filtering, and laying the groundwork for how we will handle game-specific data when it is introduced. This was the first step in transitioning the account into a more immersive, game-connected space
4. Designing for scalability
Knowing that future integrations would introduce complex game data (e.g., character, currencies, unblocks), I ensured that layouts, sections, and visual systems could expand without breaking or requiring another redesign
5. Collaboration & stakeholder approval
Throughout the process, I worked closely with the key stakeholders, sharing annotated walkthroughs and Figma prototypes to get alignment and approval across teams. Their feedback helped sharpen the focus on clarity and user expectations.
Impact & results
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Improved Usability: Better contrast, page structure, and labeling improved clarity for users navigating account options.
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Future-Ready Structures: The new IA supports growth into game-integrated data while maintaining simplicity
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Stakeholder Buy-In: Shared Figma prototype and walkthroughs helped secure alignment and approval across product and development teams
Key takeaways
This redesign was more than a facelift; it was about creating a foundation for deeper player interaction with their Ashes of Creation account. By revisiting the IA, modernizing the design, and thinking ahead to the game’s integration needs, I helped transform the account experience into something cleaner, clearer, and future-proof.
Next steps
With the bulk of the redesign approved, the next phase will involve the addition of more account-centered elements, such as:
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Introducing interactive elements for game data, such as live character builds and game inventories
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Introducing an access point for users to request the PII we keep on them - work with the legal/compliance team to implement the PII request flow