EXPERIENCE
EXPERIENCE
King (Microsoft, formerly Activision Blizzard)
UX Designer
Candy Crush Saga
Revamped FTUE (First Time User Experience) for 1M+ new players/day — cut redundancy, improved clarity, and reduced time-to-gameplay — resulting in +5% D1–D7 retention and +3% early-game revenue by embedding core mechanics and economy education in low-friction flows.
Co-owned the FTUE renovation roadmap, uniting core gameplay and player lifecycle workstreams; led problem framing, backlog creation, and prioritization with PM & Engineering, aligning milestones and KPIs across teams.
Lifted top-spender revenue 3% by turning late-game (End-of-Content) progression into milestone-based celebrations that reinforce growth and mastery.
Extended sessions 2% and drove 1.5% revenue uplift (200M+ MAU) by streamlining opt-in for Bonus Round, a post-loss continuation feature, and reducing decision friction.
Increased level-designer efficiency 25% by leading end-to-end product design of AI-assisted level-design authoring tools; replaced spreadsheets with automated flows, inline guidance, and human-in-the-loop validation, and standardized task flows, interaction model, and reusable components/patterns.
Drove enterprise AI adoption across King’s game development ecosystem, piloting LLM tools (ChatGPT, Claude Code, Cursor) and enterprise knowledge platform (Glean), and scaling enterprise ChatGPT from pilot to 90% organizational DAU in 60 days through systematic enablement design (training, templates, champions program, usage dashboards).
King (Microsoft, formerly Activision Blizzard)
UX Designer
Candy Crush Saga
Revamped FTUE (First Time User Experience) for 1M+ new players/day — cut redundancy, improved clarity, and reduced time-to-gameplay — resulting in +5% D1–D7 retention and +3% early-game revenue by embedding core mechanics and economy education in low-friction flows.
Co-owned the FTUE renovation roadmap, uniting core gameplay and player lifecycle workstreams; led problem framing, backlog creation, and prioritization with PM & Engineering, aligning milestones and KPIs across teams.
Lifted top-spender revenue 3% by turning late-game (End-of-Content) progression into milestone-based celebrations that reinforce growth and mastery.
Extended sessions 2% and drove 1.5% revenue uplift (200M+ MAU) by streamlining opt-in for Bonus Round, a post-loss continuation feature, and reducing decision friction.
Increased level-designer efficiency 25% by leading end-to-end product design of AI-assisted level-design authoring tools; replaced spreadsheets with automated flows, inline guidance, and human-in-the-loop validation, and standardized task flows, interaction model, and reusable components/patterns.
Drove enterprise AI adoption across King’s game development ecosystem, piloting LLM tools (ChatGPT, Claude Code, Cursor) and enterprise knowledge platform (Glean), and scaling enterprise ChatGPT from pilot to 90% organizational DAU in 60 days through systematic enablement design (training, templates, champions program, usage dashboards).
King (Microsoft, formerly Activision Blizzard)
UX Designer
Candy Crush Saga
Revamped FTUE (First Time User Experience) for 1M+ new players/day — cut redundancy, improved clarity, and reduced time-to-gameplay — resulting in +5% D1–D7 retention and +3% early-game revenue by embedding core mechanics and economy education in low-friction flows.
Co-owned the FTUE renovation roadmap, uniting core gameplay and player lifecycle workstreams; led problem framing, backlog creation, and prioritization with PM & Engineering, aligning milestones and KPIs across teams.
Lifted top-spender revenue 3% by turning late-game (End-of-Content) progression into milestone-based celebrations that reinforce growth and mastery.
Extended sessions 2% and drove 1.5% revenue uplift (200M+ MAU) by streamlining opt-in for Bonus Round, a post-loss continuation feature, and reducing decision friction.
Increased level-designer efficiency 25% by leading end-to-end product design of AI-assisted level-design authoring tools; replaced spreadsheets with automated flows, inline guidance, and human-in-the-loop validation, and standardized task flows, interaction model, and reusable components/patterns.
Drove enterprise AI adoption across King’s game development ecosystem, piloting LLM tools (ChatGPT, Claude Code, Cursor) and enterprise knowledge platform (Glean), and scaling enterprise ChatGPT from pilot to 90% organizational DAU in 60 days through systematic enablement design (training, templates, champions program, usage dashboards).
Ubisoft
UX Designer
Hungry Shark World / Hungry Shark Primal
Increased ARPU by 18% vs. franchise benchmarks by designing progression and economy systems accessible to casual players yet deep enough for long-term engagement.
Designed an endlessly replayable endgame mode to keep top-tier players engaged post-progression, extending session length and increasing long-term retention.
Achieved 80%+ tutorial completion in Hungry Shark Primal (new title) by embedding player learning into gameplay loops and removing traditional FTUE friction.
Improved retention and revenue by designing a battle pass with clear progression and rewarding cadence for legacy players.
Designed a modular shop system enabling operators to configure flexible IAP setups; accelerated live-ops delivery by reducing campaign setup time and improving targeting precision.
Partnered with Data and PM to run player research, A/B testing, and playtesting, resolving UX friction in core gameplay loops.
Ubisoft
UX Designer
Hungry Shark World / Hungry Shark Primal
Increased ARPU by 18% vs. franchise benchmarks by designing progression and economy systems accessible to casual players yet deep enough for long-term engagement.
Designed an endlessly replayable endgame mode to keep top-tier players engaged post-progression, extending session length and increasing long-term retention.
Achieved 80%+ tutorial completion in Hungry Shark Primal (new title) by embedding player learning into gameplay loops and removing traditional FTUE friction.
Improved retention and revenue by designing a battle pass with clear progression and rewarding cadence for legacy players.
Designed a modular shop system enabling operators to configure flexible IAP setups; accelerated live-ops delivery by reducing campaign setup time and improving targeting precision.
Partnered with Data and PM to run player research, A/B testing, and playtesting, resolving UX friction in core gameplay loops.
Ubisoft
UX Designer
Hungry Shark World / Hungry Shark Primal
Increased ARPU by 18% vs. franchise benchmarks by designing progression and economy systems accessible to casual players yet deep enough for long-term engagement.
Designed an endlessly replayable endgame mode to keep top-tier players engaged post-progression, extending session length and increasing long-term retention.
Achieved 80%+ tutorial completion in Hungry Shark Primal (new title) by embedding player learning into gameplay loops and removing traditional FTUE friction.
Improved retention and revenue by designing a battle pass with clear progression and rewarding cadence for legacy players.
Designed a modular shop system enabling operators to configure flexible IAP setups; accelerated live-ops delivery by reducing campaign setup time and improving targeting precision.
Partnered with Data and PM to run player research, A/B testing, and playtesting, resolving UX friction in core gameplay loops.
BBC iPlayer
UX Partnership
BBC iPlayer
Created an innovative gamified 'watchspace' feature for BBC iPlayer, reimagining cross-platform content discovery through social viewing experience.
BBC iPlayer
UX Partnership
BBC iPlayer
Created an innovative gamified 'watchspace' feature for BBC iPlayer, reimagining cross-platform content discovery through social viewing experience.
BBC iPlayer
UX Partnership
BBC iPlayer
Created an innovative gamified 'watchspace' feature for BBC iPlayer, reimagining cross-platform content discovery through social viewing experience.
EDUCATION
EDUCATION
King's College London
B.A. Philosophy
University of the Arts: London
M.A. User Experience Design
Interaction Design Foundation
Human Computer Interaction
Designing for AR & VR
UX Management: Strategy & Tactics
SKILLS
SKILLS
Product Strategy • UX/UI Design • Interaction Design • Enterprise UX & Internal Tools Design • Prototyping • User Research • A/B Testing • Usability Testing • Design Systems • Accessibility • Information Architecture • Design Engineering • Data-Driven Design
Product Strategy • UX/UI Design • User Research • A/B Testing • Prototyping • Web Development • Accessibility • Design Systems • Cross-functional Collaboration • Data-Driven Design • Growth Design
SPECIALIZATIONS
SPECIALIZATIONS
Growth & Monetization • Games as a Service (GaaS) • Freemium Business Models • User Onboarding & FTUE • User Lifecycle Management • Gamification • Engagement & Retention Design • Loyalty Programs • AI/ML Integration • Process Optimization • Live Ops Design
TOOLS
TOOLS
Figma • Framer • Adobe Suite • React • HTML • CSS • TypeScript • Unity • Tableau • Cursor • Claude Code CLI • Supabase • MCPs • ComfyUI • ChatGPT • Zapier • n8n
LEARNING
LEARNING
SwiftUI • GSAP • Python