STEAM REFRESH - THE DISCOVERY UPDATE

In September of 2014, the online video game platform Steam went through a massive overhaul.

Included along side a large-scale visual update, the platform also added multiple new features specifically geared towards an enhanced user-experience.

Some of the features included personalized queues, a curator system, and an improved recommendation system.

personalization

One massive advantage that Steam has over other storefronts - Steam is a platform that also has vision into users gameplay.

Couple gameplay data with the fact that Steam is also a social platform, and in-depth personas could be created to build elaborate algorithms, all aimed at giving users unique, customized experiences.

Once logged in, Steam would surface the most relevant data to the particular user. 

templatizing uniqueness

Multiple templates were used throughout the site, each of which needed a visual refresh.

The same new features from the homepage were also introduced into the game/software template, adding curators, recommendations, tags, and enhanced reviews.

Franchise pages were created, bringing together multiple games into a single page.

CURATORS

The platform needed a hidden personality, one that reflected that of the user's personality. 

Without creating more silly characters, the platform needed to change from a robotic storefront to a personable butler that sought to delight it's users.

Woven into the upgraded platform was Steam Curators; a person or group of people that gives reviews and recommendations of games.

The Steam platform was then able to piggy back off the personalities of curators and infuse a bit of light-handed identity.

By leveraging the new personality, users were more engaged and found a deeper brand value.