during 2002, rignall shifted from the games business into online retailing and marketing. he became editorial director at walmart.com responsible for the content of the world's biggest retailer's online presence. rignall has stated that he did not enjoy the experience but "did learn an unbelievable amount from [it]." in 2004, rignall moved to haggin marketing, a san francisco advertising agency where he created print advertisements and other marketing vehicles for dell, inc. in 2006, rignall became the vice-president and editorial creative director with bank of america's user-centred design and research division where he developed consumer, business and marketing content for the company's 22 million website customers.