Electronic Arts
Client
Electronic Arts
Year
2024
My Scope of Work
UX
Project
Gaming Creator Marketplace
Product designer for EA Marketplace, their first monetized platform for EA creators - MVP launching for the Sims franchise. Collaborated with 1 UX designer and EA game team of 6 designers, 4 product owners to design new iteration of the EA Marketplace.
My Role
UX Designer for EA new platform for the Sims Gallery for existing 3M active users. Design a new platform experience to balance the conversion needs amongst developing social features to enhance connection between players and creators .
Approach
Needs to be designed to accommodate the existing needs of the Sims - the first franchise to adopt the platform - but ensure the design of new profiles, storefronts, and product pages were able to be applicable to all EA IPs for scalability.
Challenges & Solutions
Features
Designed social features (liking, saving, commenting, replying) that created closer connection from players to creators to strengthen community platform Balanced the platform's social engagement with its conversion objectives by implementing direct links for creators to personal storefronts from profiles for a seamless transition to e-commerce experiences.
Created differentiated profiles for two distinct user types—creators and players—within a platform housing 3M monthly active Sims creators and 70M monthly active players that highlighted individual activities Designed a new feature of “Collections” enabling influencers to share Sims UGC on their own social platforms and receive kickback through our EA platform.
UX and strategic planning for an analytics dashboard for a monetized marketplace, focusing on key metrics such as audience growth, engagement rates, and content performance, enhancing the marketplace as a viable tool for sellers. Defined the value metrics for creators across different engagement categories, designing tailored analytics modules and data visualizations that accurately represent performance insights, driving data-informed strategies for content optimization and audience growth
Design Social features for Storefront & Profile enhancing community engagement Designed social features (like, save, comment, reply) to connect players and creators and heighten communication Implementing direct links for creators to personal storefronts from their profiles Improved storefront UX with enhanced search, discovery, category pages, filters, social functions, and checkout. Created profiles for two key users: 3M monthly active creators and 70M monthly active players Introduced "Collections" for influencers to share Sims UGC and earn through EA
