2020 - Present
At Electronic Arts, I've worked on both consumer and enterprise products. The majority of my focus has been on the Player Experience, Marketing team building consumer products. Here is a collection of products and projects I've worked on.
To comply with my non-disclosure agreement, I have changed some of the quantitative data and omitted some information in this case study. All information in this case study is my own and does not necessarily reflect the views of Electronic Arts.
EA Events is an event creation and hosting platform for attendees to participate in game-related events hosted by EA.
As an Experience Designer II, I am responsible for strategizing and designing features for the Creator Hub - the creator-facing side of EA Creator Network.
I work with a design lead and another designer who is responsible for the employee-facing side.
I partner directly with product, design, research, and engineering leads to take features from ideas to execution.
Main features I've worked on:
Full case study coming soon
Creator Wallet is a dashboard where creators can view their payment history and upcoming payments.
Support-a-Creator is an affiliate link creators can use to share revenue when their audience makes purchases of EA games.
EA Events is an event creation and hosting platform for attendees to participate in game-related events hosted by EA.
Audience
I've designed for both audiences.
As an Experience Designer II, I am responsible for strategizing and designing features for the EA Events on both the event admin and player (event attendee) facing fronts.
I worked with a senior UX designer to co-design the new experience booking flow (case study)
I work directly with business partners, product manager, designers, and engineering leads to take features from ideas to execution.
Main features I've worked on:
Design & Branding is part of the EA Events Self Service flow on the admin-facing side. It helps scale events across different game franchises and further customization.
I worked with the franchise brand teams to scale EA events across 3 different franchises:
Email templates help scale communication to event attendees.
NOVA is our employee and player-facing product design system to help designers and developers become more productive.
I was in charge of the sprint planning and documentation during the interim period when the previous Design System lead left since October 2021. I led select NOVA design system foundations and components.
I also created motion foundations & principles to be adopted by all components.
I co-created the presentation toolkit that is used in all CTO (Central Technology Organization) and CIO (Central Information Organization) all hands and as well as presentations to EA’s Board of Directors.
The toolkit has helped to increase productivity and standardization across presentations. The deck includes 80+ templates, 60+ icons, and 50+ game IPs.
Additionally, we’ve partnered with accessibility experts to ensure all assets pass accessibility standards.
I was the lead designer on the initial launch in August 2021. I have helped delivered impact to enable all employees to get EA merchandise, games, and game codes, and use their employment benefit. It also helps store employees save time. To deliver with accuracy and speed, I work closely with product and engineering to meet goals.
In the 1.5 months after the North America launch, the store has generated over $130,000 in revenue and 820 orders from EA employees.
I led the initial UX design and branding for Design Community at EA to enable all designers across game Studios to connect and share knowledge along with 2 other designers. Our team supported a completely different team with a skillset that they do not have. Design and branding touchpoint includes their website, slide decks, and Zoom backgrounds.
During my internship in Summer 2020, I redesigned the EA Help landing page and product page. My goal of this project was to improve the player’s experience on EA Help to enable them to find help faster. The number of support tickets will be reduced leading to more time saved for the company.
From a usability test, my final designs have increased the average task completion rate of finding help from 25% to 92%.
See the full case study.
