Electronic Arts Inc. (EA), headquartered in Redwood City, California, is the world’s leading interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, cellular handsets and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS™, EA™, EA SPORTS Freestyle ™ and POGO™. In fiscal 2008, EA posted GAAP net revenue of $3.67 billion and had 27 titles that sold more than one million copies.

We were tasked to improve the functionality of the site, both technically and visually. The technical aspects of keeping up with increased user demands and features and facilities offered by the site were all dealt with to everyone’s satisfaction. It was felt that the site architecture and the user experience still left room for improvement, and we have lots to offer to fill this need.

It was also important to ensure that the CRM and frontend complimented one another visually. Above all, we wanted the access site to offer an equivalent experience to the Flash site, rather than an alternative one.

Our reputation as designers with flair for translating a company’s brand onto their website and for creating great user experiences got us this project. We were given the responsibility of revamping the entire site to reflect the brand of the company. Creating a site that was easily scalable and low on maintenance was also one of the primary requirements.

We made the site made very light and the download speeds were reduced substantially. Only a few colors were used through most of the site, and two other colours were used where some differentiation was needed. Style sheets were created to keep the vast amount of content consistent visually. A clean, slightly serious and professional look was given to the entire site.