Role: Lead UX Designer & Design Director
Client: Ubisoft
Ubisoft set an ambitious goal: capture 10% of Call of Duty's market and 30% of their playtime. I was brought into the Sydney studio to build a front-end UX/UI team, take the game from prototype into production, and design the systems that would meet that target.
This meant more than menus and flows. It meant scaling design across four studios, aligning business objectives with player psychology, and delivering behavioral systems that could drive adoption, engagement, and retention at AAA scale.