Modernizing a legacy franchise for a new generation.

Project Summary: I served as the Lead UI Artist on The Sims Freeplay, one of the original free-to-play mobile games. This experience provided me with a deep understanding of the unique challenges and opportunities within this market. Working within a small, professional team at EA Firemonkeys, my primary focus was on creating a seamless and engaging player experience.

My Contribution: My work involved leading the player flows, UI interactions, and overall front-end experience for the game. As this was one of the first of its kind, I gained extensive experience in designing for a "freemium" model, where the user experience is carefully balanced between free content and strategic monetization. I was responsible for building all the in-game menus, interactions, and animations, ensuring that every element felt intuitive and consistent to enhance player engagement.

Key Focus: Brand Identity, UX/UI Design, Design Systems, Front End Development, Free to Play