How NVIDIA Optimized Their Digital Ecosystem with Optimal
American multinational corporation and technology company
When Nvidia sought to transform their sprawling digital ecosystem that serves both enterprise clients and gaming consumers, they partnered with Optimal to gain data-driven insights. The company leveraged rigorous testing strategies to create streamlined, intuitive experiences across their varied platforms, from professional developer portals to consumer gaming storefronts.
Enterprise Foundations: B2B Infrastructure Optimization
NVIDIA conducted extensive tree testing to evaluate their enterprise-facing web infrastructure, involving dozens of participants who completed multiple navigation tasks. This research provided crucial insights into how business customers navigated NVIDIA's professional solutions, including developer tools, enterprise GPU offerings, and AI frameworks. The studies identified navigation pain points and informed a restructuring that better aligned with how enterprise customers conceptualized NVIDIA's B2B solutions.
Consumer Journey Refinement: Gaming Platform Navigation
The same research initiative also examined NVIDIA's consumer-facing web infrastructure through tree testing with a larger participant pool. This parallel approach allowed NVIDIA to understand the fundamental differences in how gaming enthusiasts versus enterprise customers approached their products. The research revealed opportunities to streamline pathways to popular consumer products like GeForce graphics cards and gaming-related software.
Workflow Optimization: Internal Portal Enhancement
Internal efficiency matters too. NVIDIA conducted targeted card sorting to improve their internal portal workflow tracking. This focused research helped streamline internal processes, allowing NVIDIA teams to work more effectively and ultimately deliver better customer experiences.
Strategic Call-to-Actions: GeForce Game Store Enhancement
NVIDIA conducted multiple, comprehensive surveys to identify optimal Call-to-Action strategies for their GeForce Game Store. This multi-phase research revealed which CTA language and placement drove the highest engagement, directly informing store optimization.
Consumer Signals: Refined Game Discovery
Understanding that effective game discovery is critical to their platform's success, NVIDIA conducted closed card sorting to test attribute importance for their consumer storefront. This research focused on signal tags and prioritization for both unowned and owned games in the GeForce games store. The study revealed which game characteristics mattered most to users when browsing titles they didn't own versus navigating their existing library.
Pixel-Perfect Results
NVIDIA's strategic investment in Optimal's platform delivered tangible improvements across their digital ecosystem:
- Enterprise Navigation Clarity: Restructured B2B pathways increased engagement with developer resources and enterprise solutions
- Consumer Discovery: Enhanced GeForce store navigation improved game discovery and purchase conversion rates
- Optimized Call-to-Actions: Refined CTAs increased click-through rates and engagement across the gaming platform
- Intuitive Categorization: Taxonomy improvements created more natural product groupings that aligned with how customers actually think about NVIDIA's offerings
- Operational Efficiency: Internal workflow enhancements streamlined processes and improved team productivity
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