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LONDON, UK//TORONTO, CA·

Michael

Chiu.

// A FULL-STACK DESIGNER CREATING IRRESISTIBLE PRODUCTS THAT KEEP PEOPLE COMING BACK //

MICHAEL CHIU / PORTFOLIOPRODUCT DESIGN /GAMES & SOFTWARE
EST. 2024/LONDON, UKOP. AREA/TORONTO, CA
BUILT ON:PRODUCT DESIGNGAMEPLAY SYSTEMSAI PROTOTYPING
ENHANCES ENGAGEMENTAND RETENTION ACROSS200M+ MONTHLY PLAYERS.

I design for 200+ million monthly players who expect magic in microseconds.

UX Designer at King (Microsoft) on Candy Crush Saga — 200M+ monthly players. I focus on interaction quality, gameplay feel, and the systems that make the game feel effortless at scale. I also design AI and automation tools that help teams ship faster. Previously at Ubisoft, transforming legacy titles into live service games.

I'm obsessed with game feel: the stuff below conscious thought that makes you want one more turn. I work end-to-end and prototype quickly to find what works. Outside work, I build with AI agents — a diffusion-based film photography app, a city-based restaurant aggregator, and various other tools. I build the products I wish existed.

Product DesignerDesign EngineerGame DesignerAI Agent OrchestratorPoodle Owner
King (Microsoft)Ubisoft
Based inLondon, UK // Toronto, CA // Hong Kong

Resume

5 years designing games played by hundreds of millions.

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King (Microsoft Xbox, Activision Blizzard)UX Designer · 2023 - Present

Lead UX Designer for Candy Crush Saga’s core gameplay and progression systems, serving 200M+ monthly players.

UbisoftUX Designer · 2020 - 2023

Designed monetization and progression systems for Hungry Shark World and Primal, exceeding franchise ARPUs.

M.A. User Experience DesignUniversity of the Arts: London, 2018 - 2020B.A. PhilosophyKing's College London, 2015 - 2018
Figma / Unity / ProtoPie / After EffectsTypeScript / React / Next.js / HTML / CSSClaude Code / Cursor / AI Agents / MCPsA/B Testing / Player Analytics / Tableau
Open Sourcegithub.com/ChiuPewPewLondon, UK

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© 2026 Michael Chiu

LondonTorontoHong Kong