Z2 / King.com
Z2 Live / King.com
Senior UX Designer
2015 - Present
Rise of Tyrants, Paradise Bay
Z2 Live / King.com
In 2015 I rejoined the mobile game industry with Z2 Live / King.com to work on upcoming titles in their new mid-core portfolio. Bringing my expertise in free-to-play player engagement and my previous work in the army builder strategy genre, I was brought on to improve gameplay UX, develop social gameplay features, and advocate user centered design practices within the studio.
I led UX design for as a Senior User Experience Designer on Paradise Bay and Rise of Tyrants, two resource management titles in King's midcore portfolio. Working alongside Lead Game Designers and Product Managers, I would facilitate UX efforts on upcoming game features and execute UX deliverables (wireframes, prototypes, and presentations) for upcoming features and business initiatives.
As the lead UX designer on the Paradise Bay team, a live top 150 ranked casual resource management game with over 90,000 concurrent users, I would help to reshape the product alongside the product team and help advocate for user centered design. With the product owner and lead game designer, we rallied the team on focusing on engaging users with new monthly event driven content and would deliver the best performing ad incentives at King.
IMPROVING USER CENTERED DESIGN
I introduced Lean UX methodologies and advocated user centered approaches towards the team's agile pipelines. Partnering with Game designers, Data Analysts, and Product managers I advocated for focusing user stories on outcomes in user behavior. Incorporating a feature hypothesis and analytic expectations with our Business Performance Unit as part of the feature work, I would help provide further insight into measuring product performance and providing further improvements. Working with the Product Team, I would develop the agenda and participate in the first Game Design Sprint (inspired by Google Design Sprints) as the team sought to tackle their next set of large scale problems.
improvements to event driven content and social experiences
I facilitated and collaborated with stakeholders in the product and design teams to implement new UX to improve engagement and monetization in new events and social experiences in Paradise Bay. Working with Gameplay designers and I provided planning and long-term scalability for expanding the feature set to capture new experiments across a wide audience. I applied player psychology and raised awareness that social gameplay comes into effect when players are deriving motivation from other players.
LONG-TERM PLAYER GOALS AND PLAYER INSIGHTS
I facilitated insights into long-term player goals partnering with Product teams, Design leadership, the Business performance unit (analytics), marketing, and player research. Developing Z2's first set of user personas and reviewing results from our first set of qualitative research efforts, I would help to refine long-term player goals with Product managers and Game designers to deliver features such as Sunshine Challenges (daily objectives), event management, and be a key stakeholder in considerations towards improvements to player onboarding.