Full Circle Studio
skate.
Building inclusive, expressive systems that welcomed a new generation of players. Leading Experience Design to reimagine how players connect, create, and grow in an ever evolving sandbox—crafting a foundation for long-term engagement and community.
Summary
Role: Head of Experience Design (2021-present)
Focus: Player-first live service design, org scaling, onboarding, and early social systems
Product Details
Platforms: PC, console and mobile
Markets: North America, South America, Asia
Audience: Core franchise fans, new skate., creative and social-first players
At Full Circle, I led experience design for skate., a live service, community-driven game focused on creativity, expression, and co-creation. I built and scaled a multidisciplinary team from 3 to 25 across UX, UI, and Technical experience design. We crafted systems that welcomed a new generation of players without alienating long-time fans, balancing freedom with clarity, safety, and connection.
I drove the UX strategy in close partnership with product management, creative, user research, data analytics and production including the design of user generated content tools + flows, early social systems, and a reimagined First Time User Experience (FTUE) that contributed to meaningful lifts in retention. I also introduced coaching frameworks, team rituals, and maturity ladders that strengthened team cohesion and improved cross-discipline alignment.
This work reflects my belief that systems, storytelling, and culture are inseparable in great design—especially in dynamic, live environments.
I see AI as a tool to extend human creativity not replace it. At Full Circle, I’m leading initiatives to define best practices with how AI tools, automation, and procedural systems can support more adaptive, inclusive, and expressive player experiences without sacrificing safety, clarity, or taste. In a world flooded with content, what resonates isn’t volume, but intentionality. That’s where human judgment and design craft come in. Our goal is to use AI to free up space for deeper, more meaningful work for connection, not just convenience while keeping humans firmly in the loop.