In the beginning...

20 years before Netflix’s interactive flop Black Mirror: Bandersnatch, I convinced the Media Arts program at the prestigious University of Michigan to accept a choose-your-own-adventure DVD as my senior thesis.

Over the following decade, I expanded my expertise in graphic and motion design, multimedia production, and software design for clients such as Amazon, Disney, Target, and Hard Rock Hotel in Las Vegas.

In 2012, I centered my professional focus on integrating and executing UX design within game development. From there my role and scope quickly evolved from Individual Contributor to Team Lead, from Department Manager to UX Director, and eventually to Creative Director with a team of over 40 talented game developers closely collaborating to turn our shared vision into a compelling and immersive experience.

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Game Studio
UX Lead

Starform is a Seattle-based, venture-backed video game startup comprised of a tight roster of experienced industry veterans. Our expertise stems from successful product launches at prominent companies such as Z2/King, 343, ArenaNet, SOE, and Amazon.

I was recruited by the company founders in February 2021 to join the leadership team and establish our UX design practices, taking on the challenges of building the business while also developing the studio's flagship product, METALSTORM.

METALSTORM is a free-to-play, team-based PVP game for PC, Mac, iOS, and Android platforms. The game delivers an air combat experience that appeals to a wide audience while resonating with seasoned enthusiasts of the genre.

In the development of METALSTORM, my role encompasses a multitude of UX initiatives, including contributing to overall product strategy and planning, UX design and prototyping, UI design, and user testing. As an early member of the leadership team, my focus extends beyond product development to include company and team development and shaping business strategy.

Project Contributions (Game and Website)
Competitive research, user flows, wireframes, interactive prototypes, user testing, visual design, 2D art assets

Tools
Figma, Axure RP, Photoshop, Illustrator, Unity

Additional Contributors
Matt Stewart: 3D art
Jason English: 2D art

Video Game
Creative Director

Serving as ArenaNet’s Creative Director for an unannounced cross-platform multiplayer game, I played a critical role in reimagining the genre-defining MMORPG GUILD WARS into a more focused gameplay experience with shorter cooperative play sessions designed to bring the world-renowned IP to a broader, more casual market. This included the design of moment-to-moment gameplay systems tailored for cooperative third-person action, delivering a wildly dynamic and socially engaging experience.

My duties extended beyond creative aspects as I collaborated closely with ArenaNet’s executive team and our publishing partner, NCSoft. Together we identified and tracked current market trends and opportunities, bolstering product viability throughout its development. This close-knit partnership extended to the delivery of monthly game builds and new feature presentations for NCSoft review, ensuring our game met high-quality standards and adhered to the creative vision.

Through close collaboration with the project EP, I maintained a delicate balance between scope, timeline, and budget. The role required careful navigation and informed decision-making to ensure the alignment of all these aspects, keeping the project on track for its regular milestones and production gates.

The role included the responsibility of building, managing, and inspiring a robust team comprising more than 40 designers, engineers, and artists. Together, we strove to bring our shared vision to life, ensuring our collective efforts contributed to the successful realization of the creative vision.

Game Studio
Studio UX Director

In my role as UX Director, I had the opportunity to work on the renowned GUILD WARS 2, as well as multiple unannounced projects, implementing a user-focused perspective across various studio initiatives.

One of my first achievements was to establish User Experience as a distinct discipline within the design organization. I introduced and integrated UX prototyping tools and processes into our standard practices. This was instrumental in embedding UX principles into our workflow and mindset, thereby enhancing our game design and development practices.

An integral part of our user-centric approach was the collaboration with our internal data team. This alliance ensured that our UX work was constantly informed by the current needs, motivations, and limitations of our players, yielding more targeted and effective solutions and reduced iteration.

My team and I coordinated with our internal playtest lab to establish regular playtesting sessions. This produced invaluable feedback and ensured continuous improvement of our gameplay mechanics.

My role also included significant managerial responsibilities. I oversaw a talented team of 11 UX designers, UI artists, and game designers distributed across four different projects.

Video Game
Lead UX Designer

GIGANTIC is a free-to-play, cross-platform PvP game developed by the independent game studio Motiga and published by Microsoft and Perfect World Entertainment. The game blends the moment-to-moment gameplay of third-person hero shooters with the match mechanics of conventional MOBAs in fast-paced, competitive, team-based combat.

I joined Motiga as a Senior UX Designer within the publishing organization, where I spearheaded the development of the GIGANTIC website and the game’s companion lobby application for Windows. Additionally, I contributed to brand development and visual design for various marketing initiatives.

After successfully launching several products, I advanced to the role of Lead UX Designer on the game development team. I directed the UX and UI design of the game, leading a team of two UI designers and two UI artists.

Back to the Drawing Board:
Reimagining Gigantic’s UX from Scratch

Midway through development, evolving business partnerships at Motiga necessitated one of the most significant challenges I have faced in software development—a complete overhaul of GIGANTIC's front end to accommodate a new audience on a new platform with new input devices.

Initially developed exclusively for Windows PCs, GIGANTIC was meant to operate with two separate executables—one for gameplay and another for in-app purchases, social systems, matchmaking, progression, and game info—navigable only with a keyboard and mouse. However, our direction shifted dramatically when Motiga partnered directly with Microsoft, leading to the game's release as an exclusive title for both Windows and Xbox. This change expanded our goals to include serving the needs, capabilities, and expectations of more casual players, necessitating a complete UX redesign to ensure a seamless, native experience on both platforms.

I collaborated closely with Microsoft’s User Research group during this transformation, effectively refactoring nearly every aspect of GIGANTIC's user experience.

Project Contributions (Game and Website)
Competitive research, user personas, user flows, wireframes, interactive prototypes, visual design, 2D art assets

Tools
Axure RP, Photoshop, Illustrator, Flash, Unreal

Additional Contributors
Levin Sadsad: game UX, visual design
Nick Wiley: 2D game art, visual design

Wearable Tech Startup
Principal UX Designer

MOVO was an innovative tech startup aimed at energizing millennials with an affordable fitness tracking solution that focused on social experiences, enabling users to challenge each other and share fitness stories. The fitness tracker recorded the user’s movement and presented visualized data within the MOVO mobile app.

As Principal UX Designer, I led the design of both the mobile app and the companion website that empowered large organizations to manage teams, allowing administrators to orchestrate challenges and competitive events on a grand scale.

In addition, I played a pivotal role in MOVO’s brand development, product packaging, and marketing materials.

Project Contributions (App and Website)
Competitive research, user personas, user flows, wireframes, interactive prototypes, visual design

Tools
Sketch, Axure RP, Photoshop, Illustrator

Video Game
Senior UX Designer

As Meteor Entertainment’s sole UX designer, my primary responsibility was to drive the overall strategy and design of the companion website to HAWKEN, a free-to-play, cross-platform, first-person shooter. My duties encompassed both UX and visual design to create an engaging and intuitive online platform that paralleled the game's uniquely arresting aesthetics.

In addition to my responsibilities to the publishing business, I provided regular UX design consultation and hands-on support to HAWKEN’s game development team, Adhesive Games. I focused primarily on improving the usability of the game’s menus and gameplay HUD, aiming to streamline the in-game experience for players and ensure consistency across all platforms.

Beyond my work on the game and website, I also created visuals for marketing, including on-screen and print media, consistently extending our corporate and game brands across numerous marketing initiatives.

Project Contributions (Game and Website)
Competitive research, user personas, user flows, wireframes, interactive prototypes, visual design

Tools
Sketch, Axure RP, Photoshop, Illustrator, Flash, Unreal

Additional Contributors
Shadi Muklashy: game UX and visual design

Media Production & Distribution
Creative Director


As ScreenPlay’s Creative Director, I spearheaded a diverse range of projects, guiding video, web, print production, and software development for renowned clients including Disney, Fox, Paramount, Amazon, Target, and the New York Times.

My directorial responsibilities encompassed presenting creative concepts and deliverables for client review to maintain continuous alignment with client goals and expectations.

To that end, I recruited and directed a dynamic roster of contract video editors and motion graphic designers to manage a diversely talented ensemble capable of delivering targeted on-brand creative deliverables to a broad range of established brands.

Beyond departmental leadership, my direct product contributions included market research, user personas and user stories, UX design, user testing, and visual design for our internal and client-facing content management and distribution tools.

Project Contributions (Creative and Product)
Video editing, motion graphics, competitive research, user personas, user flows, wireframes, visual design

Tools
OmniGraffle, Photoshop, Illustrator, Premiere, AfterEffects, Flash

Entertainment Provider
Creative Services Manager

ScreenPlay Entertainment, a subsidiary of ScreenPlay, Inc., specialized in providing hardware, software, and content for on-screen entertainment and advertising solutions within retail and hospitality venues.

As the Creative Services Manager, my role encompassed various aspects of product development, including software design, content production, brand representation, marketing, and web management.

Major responsibilities included leading a team of contract designers and video editors to produce bespoke in-store promotional video content for clients like Hard Rock Cafe and Norwegian Cruise Line.

My direct product contribution involved UX design for our proprietary media and advertising programming and distribution software, offering remote and on-site content management for retail and nightlife businesses such as Buffalo Wild Wings, Applebee’s, and Yard House.

I also developed the company's brand online and at industry conventions, designed trade-show booth graphics and company websites, and produced multimedia B2B marketing collateral.

Project Contributions
Video editing, motion graphics, competitive research, user personas, user flows, wireframes, visual design

Tools
OmniGraffle, Photoshop, Illustrator, Premiere, AfterEffects, Flash

Industrial Design Studio
Design Consultant

With a relentless de-emphasis on bling and easy glamour, the Detroit-based industrial design studio SUUM invents playfully engaging rings that demand interaction. Less pomp. More romp.

I worked with SUUM in a consulting capacity, delivering a suite of creative services, and also contracted a cast of designers and animators to support larger initiatives.

As the primary driver behind the studio's burgeoning brand, I utilized various mediums to solidify our identity. My responsibilities ranged from designing motion graphics for gallery installations to overseeing print and web design. I also crafted interactive web animations that amplified the brand’s commitment to interactive jewelry.

Project Contributions
Video editing, motion graphics, visual design

Tools
Photoshop, Illustrator, Premiere, AfterEffects, Flash