I led the northstar and re-design strategy of how players move through the game. This was the most significant user experience design overhaul in more than two decades. I branded the strategy "Play more, navigate less".

When I first shared my vision, I leveraged experiential prototypes, high-fidelity story telling, and a new architectural blueprint that could be studied, debated, and tested. The work was met with excitement, fear, wonder, and a lot of questions. I made time for engineering teams, producers, game designers, and management. It took months to sort out the how, when, what, who. This was a multi-year strategy that laid the ground work for the future, for how players enjoy the game, but also for the future of how we work and innovate.

I’m proud to say that my vision became a company-wide priority that inspired a new roadmap and a step-function change with respect to experiential design and player enjoyment.

Following this effort, I was invited to present my story of change at several DDX conferences, SXSW, press and a worldwide launch event in Amsterdam.

Established the first ever Design OS for EA SPORTS Football Club. The kit behind every screen in the game: interaction, motion, and sound patterns, style guides, and the brand system, so thousands of design assets are accessible, understood, and easy-to-use for teams around the globe.

I introduced a new content discovery framework that gave players one personalized front door to everything happening across FC. This vision opened the flood gates to engagement and because we laid such a great foundation in FC24, we had a system that was made for evolutionary innovation.

But the innovation I was most proud of in FC26 was Smart Starts. A new feature set that required a subtractive approach to UI. A single x-press and a match could be played. This UI grew into a philosophy that spread across the ecosystem.

The biggest thing I’ve ever done for EA began with a radical idea started behind the scenes in 2025. How that shows up in FC27 and FC28 is confidential.