Second Life Land Store

Second Life is an online 3D virtual world imagined and designed by the users (known as "residents"). Second Life is a pioneer in the market of "virtual goods" and is the only complete virtual goods marketplace that has a currency that can be freely exchanged for US Dollars.

The Second Life economy is based on virtual land, resident created virtual goods and the Linden Dollar the currency used to facilitate the economy. I am the user experience designer responsible for the end to end experience of all three of these pillars both on the web and within the Second Life World.

The primary source of income for Second Life is the sale and maintenance of virtual land.

In 2009 I partnered with Product Managers, Developers and visual design to redesign the Second Life Land Store. The Land Store is an ecommerce site where residents can purchase private islands from Linden Lab. The original site was a challenge for even experienced users. This redesign was a significant move forward for making virtual land easier to understand and to purchase.

I have included highlights from the Land Store Project below.

Project: Second Life Land Store
Challenge: Present the concept and the values of virtual land and to provide a frictionless shopping experience for a complex product. Skills Used: Information Design, Interaction Design, Rapid prototyping

Below: Samples of the site before the redesign.
Example One: Land Store Gateway Page


Below: Samples of the site before the redesign.
Example Two: Land Store "Add to Cart" Form


Below: Screen shot of the Land Store Gateway Page completed


Below: Example wire frame of the Land Store Gateway Page
Example Document: PDF of the Land Store project wire frame document

Below: Example wire frame of the Land Store Detail Page


Below: How the Land Store Detail Page looks today - see larger image »