Logitech G CLOUD Gaming Handheld
E-commerce launch experience & post-purchase redemption flow
My Role
User Experience/Interface Designer
Company/Team
Logitech - Logitech G
Year
2021 (live page has been updated since last launch)
Team
One UX Designer
One Project Manager
One Developer
One UX Copywriter
Tools
Figma
Adobe Creative Suite
Adobe Experience Manager
Invision
The Challenge & Business Context
The gaming market was rapidly expanding around mobile and handheld experiences. With the Nintendo Switch dominating portable play and Valve's Steam Deck making waves in PC gaming on the go, Logitech identified a gap: a cloud-native handheld that freed players from hardware limitations entirely.
A product launch e-commerce experience for Logitech's first entry into handheld cloud gaming. The project spanned a streamlined one-page pre-order site and a post-purchase EA code-redemption flow, designed to drive early engagement and create a cohesive journey from purchase to gameplay.
Research & Insights
Research focused on understanding the emerging handheld gaming market, user expectations shaped by existing devices, and the UX patterns driving pre-order conversions in consumer electronics.
During usability testing, we presented US-based participants with a prototype of the SMSM experience — a flow that surfaced featured subscription offers to existing Google Play subscribers and incentivized them to add a new service with a 10% discount. The goal was to validate whether the offer was compelling enough to drive incremental sign-ups and understand what, if anything, would get in the way.
⨀ Competitive benchmarking of Nintendo Switch and Steam Deck product pages surfaced key patterns: hero storytelling, feature-benefit framing, and social proof all drove conversion.
⨀ Cloud gaming user profiles revealed two primary audiences: casual console players wanting flexibility, and dedicated gamers seeking a secondary device for travel.
⨀ Partnership perception research informed how Xbox and NVIDIA branding needed to be integrated — as trust signals, not afterthoughts.
Results & Impact
Where the project landed
What shipped
TLDR; Designed the end-to-end digital launch experience for Logitech's first cloud gaming handheld. Delivered a one-page e-commerce site that drove pre-orders and communicated the Xbox + NVIDIA partnership, plus a post-purchase redemption flow that moved customers from unboxing to active gameplay with minimal friction.
Launch page — one-page e-commerce experience
A streamlined product page that spotlighted the Cloud's value proposition, highlighted the Xbox and NVIDIA partnerships as trust and value signals, and supported pre-order conversion. The page balanced brand storytelling with clear feature communication — building excitement while answering the key buyer question: why cloud gaming, why now, why Logitech.
EA code redemption flow — post-purchase experience
Each Cloud bundle included a unique code directing customers to a dedicated landing page. The flow enabled seamless selection and activation of a free trial — NVIDIA GeForce NOW or Xbox Game Pass — closing the loop from purchase to active gameplay. The experience was designed to reinforce the perceived value of the bundle and reduce post-purchase regret.
View Live site
*site has been redesigned since 2021
Reflections
Working on the CLOUD launch was a rare opportunity to be involved in something genuinely new — not iterating on an existing product, but helping introduce an entirely new category of device to market. That carried both excitement and real design pressure.
What I'd do differently
Advocate earlier for formal usability testing before launch. Stakeholder feedback is valuable, but it's not a substitute for watching real users navigate the redemption flow for the first time.