EA Need for Speed
Client
EA Need for Speed
Year
2023
My Scope of Work
UX Design | Concept
Project
Gaming | UX Marketing
Together with EA, we designed the web experience for the cultural arm of the NFS franchise that manifested in a movement called the Lane Changers Club: a digital hub integrated with EA web that showcased news in NFS activations with fashion partners, musicians, and artists.
My Role
UX and Creative Lead, I was responsible for leading UX design across the 9 microsites which comprised this campaign, both in reviewing UX designers work and hands on deliverables. I assisted EA team in content planning featured across the drops, and oversee design and development.
Approach
We leveraged a social style interaction design, mirroring Stories and a Feed to announce newest, upcoming content, and lead users to Drop specific content. Teasing locked upcoming drops and showing gated content with a countdown kept fans coming back for every drop waiting for that 00:00:00 to hit. The Lane Changers Club was an initiative to invite in creators across a variety of art disciplines - we then unveiled their NFS inspired pieces on our platform.
Challenges & Solutions
The site needed to evolve over 9 weeks and provide fresh content every launch, feeling like an active social space, each week highlighting a specific game feature. The UX needed to be modular enough to fit into each of the 9 microsites, whilst prioritizing providing bespoke and interactive solutions for priority content.
Features
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