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User Testing/Focus Groups
Prior to development, 415 interviewed PlayStation.com's primary users (gamers and non-gamer purchasers of PlayStation products) and secondary users (potential partners, media, employees and potential employees), 415 was able to apply that knowledge to the new site strategy, and ultimately ensure the success of the design and functionality. 415 also conducted targeted user testing on the existing site to assess the strengths and weaknesses of site components that would possibly survive the redesign.

Strategy
By utilizing the knowledge gained from the user interviews, 415 was able to propose a strategic direction for the site that would strongly support SCEA's core business objectives.

-- Convert the gaming audience to using PlayStation.com as their home base, instead of third-party gaming sites (this is accomplished by augmenting expected site content with the launch of a members-only Underground section that provides content and functionality unavailable elsewhere)
-- Create an appropriate visual design (previously, the PlayStation.com look was very clean and almost antiseptic; the target audience responds much better to a grittier, very modern look)
-- Provide SCEA marketing with hard data on their users, including contact information, preferences, habits, and wishes for the future.

User Interface/ Information Architecture Design (The Underground)
One primary tactic in realizing the new strategy for PlayStation.com was to launch the PlayStation Underground, a community for PlayStation gamers featuring items such as behind-the-scenes video interviews with developers, highlights from the Official U.S. PlayStation Magazine disc, game manuals, and game guides with tips, tricks, hints, and walkthroughs. 415 was able to create a user interface that highlighted this new area, while also creating easier access to the large amount of gaming content available on the site by:

-- Organizing content through the public site and extranet to better communicate to the disparate needs of the primary and secondary audiences
-- Exposing the vast amount of content on the site through the GameFinder, an enhanced search tool for finding games quickly and easily
-- Re-architecting the way in which games can be accessed -- through title, genre, ESRB rating, publisher, and peripheral features

Technology Design
In order for the design and feature set to work seamlessly online, 415 dedicated considerable energy to the mapping and documentation of the technical development. Technologies designed, developed, and implemented by 415 include the following:

-- Implementation and customization of a third party content management system to ensure a user-friendly method of maintaining PlayStation.com using XML and XSLT
-- Development of an API for online polling and email marketing
-- Integration of a standardized web metrics tool for online site usage data retrieval

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