Understanding and optimizing for our players' end-to-end ecosystem.

I lead a team of designers, design technologists, and researchers focused on crafting seamless, end-to-end experiences across EA’s entire ecosystem. From concept to execution, we don’t just design products—we create holistic experiences that connect every touchpoint our players and customers have with us.We see opportunities to enhance the customer journey and advocate for improvements that make our players’ lives better. Whether it’s reimagining EA Account, Help platforms, or building a cohesive, themeable design system, we’re dedicated to delivering consistent and meaningful experiences.

Created impactful, strategic experiences across mobile, web, and machine learning platforms, focusing on elevating user interactions and ensuring cohesive journeys. Led mobile design and strategy in close collaboration with product and operating teams, making sure every touchpoint was intentional and seamless.Introduced and piloted service design methodologies, helping to establish them as a core strategy within the business unit, leading to more cohesive and user-centered outcomes.Stepped in to temporarily lead the Experience Design team during a managerial leave, overseeing projects and team operations. This leadership role resulted in a two-level promotion and continued growth within EA.

Project RESeT - Momentary Experience LabIn addition to research and design for VR stress reduction tools, I took on project management responsibilities, ensuring smooth operations and assisting principal researchers with administration and project flow. Co-authored and published 3 papers on the impact of nature-based VR interventions on adolescent well-being.

Project RESeT - Momentary Experience LabContributed to the research and design of a VR stress reduction tool for teens, leveraging participatory design to ensure the solution met their needs. Organized and facilitated co-design sessions, where the teens were active collaborators in shaping the experience. Played a key role in design and usability testing of prototypes, ensuring the tool was intuitive and effective.

Documented globalization timelines and localization needs for the Strategic Initiatives program management team.

Examined Rebelbase's onboarding flow and identified opportunities for UX improvements.

I drove the research and design of an internal machine learning tool for EA’s Innovation Labs, tackling key customer support challenges. Defined the product vision and strategy, and spearheaded stakeholder research to uncover user needs and potential use cases. Worked closely with data scientists and prototypers to develop a two-year roadmap for the project. Delivered a comprehensive report detailing user research, personas, customer journeys, user stories, prioritized features, and a product roadmap, all aimed at enhancing the user experience.

I played a pivotal role in launching Halcyon XD, Quiddity’s customer experience arm, in 2019. Contributed to building the company from the ground up and played a key part in securing its first client. Crafted customer experience personas, journey maps, and strategies that bridged the digital and physical realms.

As a Human Factors Specialist and Project Manager, I tackled usability challenges and crafted strategies that shaped product direction and client decisions. Conducted extensive usability tests, heuristic evaluations, and user research to uncover opportunities for enhancing user experiences.From creating personas and journey maps to translating marketing briefs into strategic pitches, my work was rooted in deep qualitative research. Passionate about innovation, I consistently advocated for user-centered solutions and delivered actionable insights that made a real impact on each project.