FIFA Ultimate Team 13
My last Ultimate Team where I worked on solving the 40% drop off rate after users visited our first screen.
40% drop off!
This is the third FIFA Ultimate Team DLC package that I worked on at Electronic Arts Canada as a UX and Game Designer.
From last year's game, we noticed that there was a 40% dropoff after the very first screen, so this year, I created an extremely powerful new introduction flow for our users to address that.
Below are some examples of my work on this project.
Lots of prototyping!
Since the game had solid mechanics and was generating good revenue, we had to tackle the issue of this dropoff.
I ran extensive usability tests on this new introduction flow throughout the whole pre-production and production phases of this project, which went through several iterations.
Team of the Week
The introduction flow was the majority of my time, but I still worked on several other screens in the game to improve their functionality. This Team of the Week Challenge feature was new to the game this year and required work from the ground up.
Here you can see one of my original wireframes and the final mockup for the Team of the Week Challenge.
We tripled our revenue
FIFA Ultimate Team 13 was a huge success. The new onboarding flow closed the day 1 retention gap by 45%, and the day 2 retention gap by 30%. This is also the year where we tripled revenue.
Party in My Dorm
Party in My Dorm is A Thinking Ape's mobile campus game, where as product lead I built new features, redesigned the account security flow, and ran promotions.
Next
FIFA Ultimate Team 12
My second FIFA Ultimate Team release at Electronic Arts Canada, where I redesigned the New Items flow around paper prototyping and usability testing.
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