THE UX GROUP

An internal team at EA Sports charged with redefining UI design and development for the EA’s sports next generation experience. 

ROLE: UX Creative DIrector 

Leading a multidisciplinary UX team and collaborating with senior leadership to shape a consistent EA Sports Brand experience for the next generation of consoles: Xbox ONE and PS4.

Games: FIFA, NBA, UFC, Tiger Woods and Madden

Platforms: XBOX ONE, PS4, Mobile 

Next Generation Experience

Goal: Collaborating with senior leaders to set the vision for the next generation EA Sports experience.

Process: 

1. Key stakeholder interviews for requirements and expectations 

2. Developing personas based on existing user research

3. Creative exploration and ideating

4. Auditing existing feature content and creating hierarchies and groupings

5. Sketching 

6. Wireframing 

7. Prototyping

8. User testing prototypes

9. Refining design 

EA Sports Home Screen  

Goal : Creating alignment for a shared structural design for the home screen and top level navigation for all titles planned for release on XBOX ONE and PS4

Process: 

1. Organizing a 3 day workshop with key stakeholders from each game franchise (FIFA, NBA, Madden, UFC, Tiger Woods) 

2. Workshop Day One: Aligning requirements based on shared design pillars

3. Workshop Day Two: Pairing different franchises together to wireframe 3 different design variations

4. User testing to narrow it down to one design concept