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I was oblivious to the fact that the brand was a serious player in the video game space or that they were a big sponsor of one of the most popular esports teams. Chicago does have an important foothold in video game culture. What intrigued me about working for them was their enthusiasm for the brand and their product lines. Working there also rekindled my love of video games — especially during the pandemic, when gaming saw double digit engagement due to a once in a century event. 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But to do that would require understanding warehouse logistics, supply constraints, and making the customization process seamless and frictionless. While some warehouses could offer flexibility for custom builds, others lacked that capability and could only offer the standard line of mice. Another challenge was how the customized preview would render — which opened the next question of whether it would be a pre-rendered image or a 3D model. 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Around this time I worked with the Director of my team to identify specific tools to improve our chances of success. We leveraged heatmaps and CRO metrics to understand what was effective in terms of content strategy and user experience, and ran unmoderated user tests to confirm our hypotheses. However we hit limitations with those tools due to fixed budget and account constraints. I also worked with our Creative department in tandem to assess optimizing artwork versus 3D rendering the mouse in real time. 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