🏁 Project Summary

A Web3-native racing platform blending real-time competition with collectible game mechanics. I joined at inception to lead the product and brand design through beta and final launch — crafting a cohesive user experience across web, mobile, and marketing touchpoints.

🎨 My Role

As Principal Product Designer & Brand Strategist, I led design across:

- UX/UI for web and mobile
- Design systems for scalability
- Visual identity and branding
- Marketing site and campaign creative
- Beta and public launch strategy

🚧 The Challenge
To build a platform that combined complex racing mechanics, real-time ticketing, asset ownership, and status-based progression — while making it feel intuitive, polished, and fun for both Web2 and Web3 audiences.

🔍 Process
Strategy & Discovery

Defined audience segments across collectors, racers, and speculators

Co-created product roadmap with founders and engineers

Mapped game loops and user flows with friction points and milestones.

UX & System Design

Designed a modular layout for race tickets, garage, inventory, and leaderboards

Created systems for rarity, levels, and XP progression

Built fully responsive Web2/Web3-ready components (connect wallets, mint assets, redeem prizes)

Visual Design & Branding

Developed a bold identity inspired by classic racing, crypto culture, and modern editorial

Designed a visual language across tokens, modals, navigation, and overlays

Built an icon set, color system, and animation rules for cohesion

Marketing & Launch Support

Designed the marketing site and campaign materials (pre-launch, beta, open mint)

Created art direction and templates for partner activations, race reveals, and social drops

Provided live support and updates through key launches and community events

🚀 Outcomes

Platform went from concept to beta launch in 6 months, followed by a full public release

Created a unified design system for Web2/Web3 desktop and native mobile

Built brand assets used across content, community, and investor decks

Platform gained thousands of early users and wallet connections during its live season

💬 Reflections

This project was a full-spectrum design experience: platform, brand, and marketing — from whiteboard to live product. It taught me how to shape systems that scale, while maintaining personality, energy, and emotional clarity in every touchpoint.

While the platform is on indefinite pause, I’m proud of what we shipped — and still support the team on occasion where needed.

Under the hood: Responsive web | Web 3.0 | Chakra

Domain: Blockchain Gaming | Metaverse

Project: Zed Tracker

As part of working within the Tourneys (Tournaments) team, I was involved in many smaller micro-interaction pieces and end 2 end solutions toward user retention and engagement. The tracker work focused on “How do we further educate new and existing users around tournament qualification.”

The Tracker works full responsively and future goals to re-use this pattern is towards onboarding and education.

I undertook a complete redesign of the UI/HUD for the next generation of iPhone and iPad gamers, aiming to revitalize a long-standing franchise with a modern, refreshed look. The brief required me to enhance the user experience by leveraging the latest touch screen functionalities and integrating a robust design system to ensure consistency and usability across various device resolutions.

To achieve this, I began by analyzing the existing PC version of the game, drawing inspiration from its successful elements while adapting them for the smaller, touch-sensitive screens of mobile devices. This process involved significant redesign work to accommodate the limited screen resolution and optimize fingertip hotspots.

My approach included developing a comprehensive design system that incorporated touch-friendly elements, responsive layouts, and intuitive navigation. I streamlined the HUD to reduce clutter and enhance gameplay immersion, integrating new touch gestures and controls that took full advantage of the latest advancements in touchscreen technology. The design system provided a unified visual language, ensuring that the interface was not only aesthetically appealing but also functional and accessible.

By balancing modern design principles with the practical needs of mobile gamers, I delivered an interface that not only provided a fresh look for the franchise but also improved overall user experience on iPhone and iPad, making the game more engaging and enjoyable for players.

The work that was done on the Mass Effect: Infiltrator project was a collaboration between myself and another UI / HUD Designer. My focus on this project was designing and building the HUD and several menu's featured in the front end. Featured below is my contribution to the project including the 'Infiltrator' logo.

Working on one of my favourite franchises was an absolutely amazing experience. The greatest challenge in bringing all the console elements across to mobile without loosing quality and detail. I really enjoyed working in conjunction with the 3D artist to bring the setting on the main menu to life. All transitions and animation were pre-visualised and then handed over to the coders to implement.

As a key member of the UX/UI design team for Need For Speed Hot Pursuit at Electronic Arts (Firemonkeys), I played a pivotal role in shaping the game’s user interface and experience. My contributions encompassed several core areas:

• HUD Elements: Designed and built the in-game Heads-Up Display (HUD) to ensure players had immediate and intuitive access to vital information, such as speed, lap times, and objectives, without cluttering the screen or disrupting gameplay.

• Tutorials: Created and implemented interactive tutorials to effectively introduce players to game mechanics and features. The design aimed to provide a seamless learning curve, enhancing user engagement from the first playthrough.

• Iconography: Developed a comprehensive icon set to support various game functions, from navigation to notifications. Each icon was designed to be both visually appealing and easily recognizable, contributing to a cohesive and intuitive user experience.

• Settings Menu: Crafted the front-end design for the settings menu, focusing on usability and aesthetic alignment with the game’s overall theme. This involved streamlining options and ensuring that customization features were easily accessible and user-friendly.

• Storefront: Designed and built the front-end of the in-game storefront, creating a visually compelling and functional space for players to explore and purchase in-game items. This included integrating animations and transitions to enhance the shopping experience.

• Complete Icon Set and Animation: Developed a complete icon set with accompanying animations to bring dynamic elements to the user interface. The animations were designed to improve interaction feedback and overall visual appeal, enhancing the player’s immersion in the game.

• SEO Integration: Applied SEO principles to optimize in-game content and storefront elements, improving visibility and discoverability within game-related search queries. This included keyword research, metadata optimization, and content strategy to drive user engagement and retention.

Throughout the project, my work was focused on ensuring a high-quality, polished user interface that complemented the fast-paced, high-energy nature of Need For Speed Hot Pursuit while also leveraging SEO strategies to enhance the game’s reach and player engagement.

Working closely with the console release of NFS: Hot Pursuit I designed the UI & HUD elements catering for the iOS touchscreen environment. All animation and transitions were pre-visualised using After Effects.

In developing a VR walkthrough for an engineering and architectural project using HTC Vive, we focused on a comprehensive discovery and prototyping process. The primary challenge was designing an intuitive navigation system that would allow users—many of whom were first-time VR users—to move through the virtual facility efficiently. The goal was to funnel a large volume of traffic through the walkthrough within a limited time frame, without overwhelming users.

We conducted extensive user testing to understand the behaviors and needs of these first-time users, which significantly influenced the UX flow. Our approach emphasized simplicity and ease of use, ensuring that users could quickly acclimate to the VR environment and navigate the space without confusion. By optimizing the user journey and minimizing friction points, we successfully created a VR experience that balanced both user-friendliness and time efficiency, making it accessible to a wide audience while achieving the project's goals.

The Pulse IQ is an educational tool that will be used with Gear VR Headsets and controlled by an Android tablet. The 1st part of my engagement was to design the UX workflow around inviting your students into a class via the tablet and for the students to accept and engage in educational exercises. The 2nd part was to create the visual design for all interfaces in and out of the VR experiences.

- Work to be posted once released.