Minecraft Initiatives: Downloads Page
Senior UX Designer | 2023-2025
Situation
When I joined the Minecraft web team, one of my early objectives was to redesign core pages so we could migrate from an older instance of Adobe Experience Manager (CMS) to a newer version. One of those pages was our Downloads page. It was our second most visited page, with most users coming in organically through search. That caught my attention because the page’s main purpose is to let users download or re-download the Minecraft Launcher. I started asking: Were that many people trying to install/reinstall the launcher? Or was something else going on?
Target
I took the initiative to investigate. My hypothesis was that many users were actually looking for a path to purchase, not just to download—and that the current design wasn’t serving them or guiding them effectively.
Approach
I dug into journey flows and stats, and partnered with our experimentation team to run tests validating user intent. I also advocated for creating a new component that could introduce interaction, delight, and surface purchase options more intuitively.
From there, I led a full redesign of the page—clarifying its purpose, simplifying content hierarchy, and introducing the new interactive component to align with user intent. I partnered closely with engineering to ensure it performed well across devices and met our strict accessibility standards.
Results
After launching, the new design drove a 15% year-over-year increase in revenue from that new component purchase path—a rare statistically significant lift and win for our web team. The solution also became a model for other key journeys on the site. That success contributed to my expanded ownership of not only the main site but the authenticated ux across Minecraft.net.