Zynga
As Lead UX Designer, my role included designing end-to-end features for player engagement to support key metrics and complex game systems for some of Zynga's biggest games. While they appear casual, features were launched only after in-depth analysis, rapid iteration, and user testing in an agile environment. Under the hood, strong UX principles optimized metrics and helped generate millions in daily revenue.
Frontierville
Business Goal: Build mobile sequel to one of Zynga's most successful games to help relaunch franchise.
My Role: Lead UI/UX development.
For the loading dock feature shown here, meeting with key stakeholders and understanding their goals was critical to designing complex tasks to be intuitive and fun for players. This feature was important for a balanced game economy and a successful core loop. Users accessed the Loading Dock to sell their raw resources and manage a limited inventory cap.
Zynga Poker
Business Goal: Redesign Zynga Poker – a key franchise for the company, to help improve overall key metrics.
My role: Lead UI/UX development for betting controls with the goal of improving player retention and engagement. Work with Product Team to redesign the overall Poker app.
• Work with Product Managers to understand goals and define user flows
• Explore more dynamic UX
• Add more meaningful user delight moments to improve engagement
• Collaborate with Product Design team –
In order to optimize the betting control system for Zynga Poker, the world's largest online poker game - I redesigned the UX for the main controls from a persistent format to a dynamic UI system adding more visual cues and animations to compliment the experience and communicate important state changes to players.
Credit where credit is due: Mock-up by Lorena Pazmino.
Castleville
UI/UX Lead
This update was a success with high-level players and had a positive impact on key metrics. I led and managed UX and UI workflows on Castleville for over a year and worked closely with key stakeholders and engineers to ensure polished functionality.
Midcore Prototype
UI/UX Lead
Barracks feature which allowed players to equip new abilities and items providing an overall control center to manage unit resources.
