Red Dragon Games

During my media project management course, I participated in a team-based website redesign project. Our academic assignment required us to select an existing commercial website and improve its user experience. We accomplished this through research, analysis, and the development of wire-frames. Note that this was an educational exercise and did not involve collaboration with the actual business.

Canva, Figjam, Figma, Wireframing

Background

Red Dragon is a local hobby shop in Orleans, Ottawa, that sells trading card games, board games, models, and more. They host gaming events almost daily in-store and tournaments on weekends.

Challenge

According to a team member who regularly visits Red Dragon, the store enjoys an excellent reputation for its knowledgeable in-store staff, but customers lose confidence when shopping on their website.

Analysis

Tabletop games like Magic the Gathering and Warhammer are complex, with numerous product categories and subcategories. Seasoned hobbyists who know exactly what they’re looking for might navigate successfully, but the site’s organization isn’t intuitive for newcomers who may only know a game title and product name.

Information Architecture

The store lacks a unified product page, instead placing various product categories directly in the top-level navigation menu.
Navigation menu organization is inconsistent, mixing categorization approaches—some items are grouped by product type (cards, models), while others by game title (Warhammer 40k, Age of Sigmar).
Products often appear without clear connection to their respective games or are labeled with abbreviations that new customers wouldn’t understand without prior knowledge.

Solution

Create a streamlined navigation menu with a single ‘Store’ entry point.
Organize products hierarchically—first by game title (Magic the Gathering, Warhammer, etc.), then by intuitive product categories using clear, descriptive terms (e.g., Sealed Packs, Pre-made Decks).
Enhance visual recognition by adding product images alongside game titles and product categories.
Include featured recommendations for visitors who know they want something popular but haven’t decided on a specific product.