Xbox Game Pass subscription launch (2017)

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Xbox Game Pass subscription launch on Xbox One console store and Microsoft online store (2017)

Conceptualized, planned and coordinated global launch of Xbox Game Pass subscription product page and upsell experiences on Xbox One console store. Work resulted in 1 million customers subscribed to free trial in first month after launch.


Xbox Game Pass was an Xbox initiative to develop and launch on Xbox One a gaming subscription that gives access to a games library for one low monthly price. Marketing and business requirement was to maximize discoverability of games to subscribers and highlight to them games they might like with the goal to increase their usage and perceived value of the subscription.

Xbox One store experiences were conceptualized by creating and reviewing low fidelity wireframes and store architecture diagrams with stakeholders in product marketing, Xbox business planning, Xbox store merchandising, Xbox engineering, Xbox store catalog ingestion, Xbox store licensing, and Xbox subscriptions BizOps teams.





Coordinated with Xbox store business planning & merchandising teams on planning & implementing dynamic page layout with flexible channel order that includes mix of editorially-curated lists of games, genre game lists, and personalized machine learning algorithmic lists, scale-able to global Xbox gamer audience.

After implementation of minimal viable product, Xbox One console store experiences were beta-tested internally and publicly through Xbox Insiders to gather user feedback and refine user experience. Some of the refinements include layout changes on game pages to clarify Game Pass as the reason for both install and buy-to-own options available to customers.