CONTEXT

EA SPORTS FC Ultimate Team is one of the world's most commercially successful live-service ecosystems in sports entertainment – operating at global scale across console, PC and mobile companion platforms with hundreds of millions of players.

CHALLENGE

Sustaining and growing engagement, retention and monetization within a high-frequency, always-on environment while evolving the experience design discipline from a reactive execution function into a strategic product driver.

APPROACH

Scaled and restructured the experience design team by over 50%, unifying UX, Visual UI, Technical Interface Design and Motion Design into a single, coherent discipline. Established lead and manager structures, defined clear ownership frameworks, and drove earlier integration with Production, Game Design and UX Research. Accelerated prototyping culture to enable faster, more tangible decision-making with senior leadership. Co-developed a multi-year Experience Design Playbook covering scalable design systems, new technology integration and AI adoption.

OUTCOME

Shifted experience design from reactive to proactive, with measurable improvements in cross-functional alignment, execution clarity and product quality. Delivered promotions within the team, established a scalable operating model, and elevated the role of experience design as a strategic driver within one of EA's most commercially important franchises.

– Contributing to one of the highest-grossing live-service ecosystems in sports entertainment
– Driving engagement and retention across high-frequency player environments
– Scaling multidisciplinary teams across complex, multi-platform structures
– Delivering AAA product experiences across globally recognized franchises
– Operating across gaming, AI and startup environments with high complexity

CONTEXT

AAA open-world title based on one of the world's most recognized entertainment IPs, developed across large distributed teams spanning multiple countries and production disciplines.

CHALLENGE

Ensuring a cohesive, high-quality player experience across exploration, combat and progression systems while maintaining alignment across a complex, multi-studio production environment with tight delivery constraints.

APPROACH

Led UX strategy end-to-end, managing and aligning design, gameplay and engineering teams around shared experience goals. Established style guides, information architecture and interaction frameworks to create consistency across systems. Worked closely with UXR to integrate research and testing earlier in the production cycle, and drove workflow improvements between UX, Art and Engineering to reduce friction and improve execution speed.

OUTCOME

Delivered a high-fidelity player experience meeting the quality expectations of a globally recognized franchise, while significantly improving cross-discipline collaboration and consistency across a large-scale, distributed production environment.

– Contributing to one of the highest-grossing live-service ecosystems in sports entertainment
– Driving engagement and retention across high-frequency player environments
– Scaling multidisciplinary teams across complex, multi-platform structures
– Delivering AAA product experiences across globally recognized franchises
– Operating across gaming, AI and startup environments with high complexity

CONTEXT

Helsing is one of Europe's leading AI defense technology companies, building mission-critical platforms for real-world operational environments where reliability, speed and clarity are non-negotiable.

CHALLENGE

Translating highly complex AI-driven systems into usable, intuitive interfaces for high-stakes decision-making – often under extreme time pressure, ambiguity and operational constraints across multiple device types.

APPROACH

Embedded directly with engineering and product leadership to define interaction models from the ground up. Simplified complex workflows into clear, scalable design paradigms across PC, tablet and handheld devices. Owned the full end-to-end design lifecycle – from research and high-level design strategy through to visual design, interaction design and implementation – iterating rapidly in a fast-moving development environment.

OUTCOME

Established scalable product experience foundations within a high-growth, high-complexity AI environment – improving usability and decision-making efficiency across critical platforms, while demonstrating the transferability of consumer-grade experience thinking into entirely new, high-stakes domains.

– Contributing to one of the highest-grossing live-service ecosystems in sports entertainment
– Driving engagement and retention across high-frequency player environments
– Scaling multidisciplinary teams across complex, multi-platform structures
– Delivering AAA product experiences across globally recognized franchises
– Operating across gaming, AI and startup environments with high complexity