The ID@Xbox program enables independent game developers of all sizes to self-publish games on Xbox One and Windows 10. Unfortunately, the online application process was confusing, and was deterring developers from applying to and engaging with the program. Microsoft engaged MediaPlant to overhaul the appearance and functionality of the program site. MediaPlant completely changed the UI and design of the application forms to make them engaging and easy to understand for users worldwide, across all devices from desktops and laptops to tablets and phones, and in Japanese and Chinese as well as English. We also redesigned the program’s informational web pages on Xbox.com, to give them a unique gamer flavor while meshing with the overall brand, and making them responsive for all mobile devices. On the back end we carried out substantial updates to the CRM and Azure hosting to eliminate issues that had been severely hampering administration of the program.