ELECTRONIC ARTS INTERNSHIP
ROLE
User Interviews, User Flows, Wireframing,
Competitive Analysis, Information Architecture
TEAM
Brittney Cheng - UX Design Intern
Rebecca Sherlock - Sr. UX Manager
Yannu Li - Experience Designer
Chris Schmechel - Sr. Information Architect
Elena Marinelli - Sr. UX Researcher
Becca Maurer - Copywriter
TIMELINE
4 Months
September - December 2022
TOOLS
Figma
Miro
Electronic Arts (EA) is a global leader in digital interactive entertainment. With their goal to inspire the world to play, EA develops and delivers games for consoles, mobile devices and PCs. EA is globally recognized for their critically acclaimed franchises such as EA SPORTS, FIFA, The Sims and Need for Speed.
EA is one of the world's largest gaming companies that connects over 600 million active players from around the world.
I had the opportunity to work for Content Experience on EAX, a team that drives the strategy and implementation of consumer experiences to connect players across platforms. Content Experience Design refers to the content players interact with on EA app — Electronic Arts’ PC gaming platform for Windows that allows players to purchase, download and launch EA games all while connecting with friends.
The Content Experience team on EAX focusses on making the distribution of new and existing games on EA app more seamless and cohesive for players.
01. Designing a Reusable Themed Sales Page Template on EA app
Designed and launched a reusable themed sales page for 50 million+ players on EA app, increasing conversion rates for PC games by 27.5%.
02. EA app Content Publishing Pipeline User Research Study
Improved cross-team visibility of EA app’s publishing pipeline by synthesizing insights from interviews into content user flows.
03. Defining Content Design Guidelines for EA app
Defined content design guidelines to centralize documentation, streamline IA and promote consistency across teams.
Due to an NDA, designs and process work cannot be disclosed. Please reach out to me or refer to the password on my resume to gain access to this case study!