A persistent sense of curiosity has always been a key driver in my professional journey, fueling innovation and drawing me into the field of Experience Design. After 12 years in the profession, this continuous desire for learning remains the cornerstone of my daily efforts to develop optimal solutions.
Selected Work
Led rapid, iterative sketching and prototyping to retain "Elder Players" through fresh, complex Live-Ops features.
Solving funnel friction in bundle sales, targeted store ratings, battle pass conversions, and scaling design systems.
Honorary Mentions
Maritime Sonar: Built 360-degree spatial interfaces for fish-school detection in extreme marine environments.
Automotive HUD: Designed local-market Heads-Up Displays, mastering glanceable UI and cognitive load management.
ERP & B2B: Streamlined high-density data workflows for enterprise applications, focusing on task speed and user efficiency.
Blog Posts
The Science Behind Fun
Gamification goes far beyond simply adding points and badges to a system; it is deeply rooted in the science behind fun....
A Glimpse at Game UX
For those who are not accustomed with this game, FarmVille2: CountryEscape(FV2CE) is the successor of famous FarmVille game...
Pygmalion Effect and Farm Games
The Pygmalion effect, or Rosenthal effect, is a psychological phenomenon in which high expectations lead to improved performance in a given area.
Targeted Design
One of the main principles that we Experience Designers hold dear to their heart is Human-centered Design.
What Users Need
What user needs, is the million dollar question we Experience Designer tries to answer. There are many practices let alone methodologies...
Experience
Senior Experience Designer . Zynga
2018 - Present
UI/UX Designer . Affluenze Design Studio
2015 - 2017
Creative Head . Depupa Technologies
2014 - 2015
Visual Designer . Good Folks
2013 - 2014
About
Senior UX Designer with 12+ years of experience (8 at Zynga) bridging the gap between player psychology and business growth. I specialize in high-velocity Live-Ops, scalable Design Systems, and building high-performance teams that deliver results within complex technical constraints.
What I Bring
- Systems at Scale:I build the engines that power creativity—from Unity component libraries that eliminate UI bugs to Figma systems that slash wireframing time.
- Data-Driven Impact: I turn friction into revenue, proven by a 30% jump in bundle conversions and a 100% reduction in specific CS support tickets.
- Strategic Leadership: A "CEO of outcomes" mindset. I align XD function OKRs with business goals to ensure the team delivers high-value work while hitting personal career milestones.
- Cross-Industry Edge: My background in Automotive HUDs and Maritime Sonar provides a unique perspective on cognitive load and spatial UI.
← Back
+170 bps
D1 entry retention
Problem Statement
Limited time event focused on Mid and High level players which would supercharge existing game systems with the objective of boosting game engagement and monetization.
Why is this a problem?
- From 5/6, FV3 has been in Code red due to revenue softness driven by DAU and ARPDAU decline.
- Looking at ARPDAU decline, we see that the problem is exacerbated for levels 30+.
- Engagement has declined for these cohorts (session time has declined by -3% with a uniform decline across core actions).
- During the VIP survey conducted in June, 27% of respondents mentioned they reduced engagement due to "no new content." High-level players have complained more about this than mid-level players.
- Goal: Provide a feature exclusively for mid and elder players, which would engage them more and uplift the decline in ARPDAU.
Feature Overview: Rescue Mech
In the Rescue Mech feature, players embark on a personal journey to rescue new 'Pets' stuck on the mountain side because of a mishap. This is a month-long operation taking players to 4 different parts of the mountains. At the start, the player will only be able to access the first part of the mountain where they can carry out the rescue because of snow buildup. As the snow melts, players will be able to access further locations and carry out the rescue.
Feature Design Process
The whole feature design was split into three milestones.
Milestone 1 (M1)
M1 is all about trying to figure out the high-level view of the feature. Using pen/paper and Figma to ideate fast, the high-level user flow was agreed upon between Game Design and Product Management. Feature goals were clearly communicated, CTAs were verified, and existing user feedback was compiled to make educated guesses.
Img: Highlevel user flow of the feature
Img: Initial pen paper explorations on the feature
Milestone 2 (M2)
Core systems were deeply studied to design how they interact with the new feature. The user journey was mapped to reduce cognitive load and solve possible pain points. Output aligned stakeholders around consistent in-game experiences, multi-platform design, and mechanics offering both challenge and rest.
Img: Detailed User Journey mapping of feature for easy stakeholder communication.
Img: Detailed user flows of entire feature.
Milestone 3 (M3)
M3 focused on making explorations as close to the final feature as possible. This phase ensured the hook, theme, rules, and overarching goals were obvious. The milestone culminated in the final handoff document for Devs to kickstart their Tech Design Document and production costing.
Img: Detailed wireframes for the entire feature. After M3
Testing & Post Release
Post-M3, the feature moved to testing via VIP player calls and studio-wide playtests using an established facilitator's guide. After release, control vs variant read-outs were used to test hypothesis. Customer support tickets and social media channels (Facebook, Reddit, Discord) were keenly monitored to capture the real user journey, leading to follow-up optimizations for game tuning and UX design to sustain engagement.
← Back
+5.59%
Battle Pass conversion
Focus: Monetization & Player Friction
- The Challenge:
Funnel friction in bundle sales.
High Customer Support (CS) volumes due to player confusion around skins.
- The Strategy:
The "Buy All" Opt, which simplified bundle purchases with a single-tap CTA.
Executed a Clarity Overhaul by redesigning the "Skins & Decorations" flow to fix "lost item" frustrations.
- The Results:
Top bundle sales surged from 60% to 90% of overall purchasers.
We also saw a 100% reduction in CS tickets regarding skin and decoration clarity.
Img: Redesigned Skins & Decorations flow and "Buy All" Opt CTA
Focus: Targeted Store Rating
- The Challenge: Increase the number of ratings and improve the average app rating.
- The Strategy: Updated existing surfacing logic to make the rating popup surface more frequently. We implemented flexible control through EOS to dictate surfacing dynamically.
- The Results: Both great and terrible ratings increased, which ultimately arrested the ongoing decline in app ratings.
Img: EOS flexible control integration for app rating popup
Focus: Battle Pass Conversion
- The Challenge: Increase overall Battle Pass Conversion.
- The Strategy: Implement more contextual surfacing to actively upsell the benefits of the Battle Pass.
- The Results: Achieved a +5.59% increase in conversion.
Img: Battlepass Contextual surfacing
Focus: Unity & Figma Design Systems
- The Challenge: Fragmented UI pipelines causing high bug rates and sluggish design-to-dev handoffs.
- The Solution: Developed a Unity Component Library to standardize the UI and eliminate technical debt. Architected a Figma Design Library to enable rapid, consistent wireframing.
- The Impact: Resulted in zero UI bugs in flagship projects and a drastic reduction in designer ramp-up time from weeks to days.
Img: Overview of the synchronized Figma and Unity Design System
