Shapes behavioural systems, prototypes in code, and writes about design.

Senior Experience Designer at Nordeus.

Selected works

Each of these spans a different stage of a game's life, from finding its footing in soft launch to keeping it fresh years in.

July 2021 - Jan 2024

FarmVille 3

Experience Designer, Senior Experience Designer

Shaped onboarding and live ops features while mentoring a junior designer and an intern.

Joined during soft launch and built experiences through launch and live operations, shaping player facing systems across progression, engagement and guidance.

FarmVille 3

July 2019 - July 2021

Empires & Allies

Associate Experience Designer, Experience Designer

Improved new user retention through the onboarding funnel, and sped up the production loop by optimising the UX pipeline.

As the sole UX designer on a competitive mobile strategy game, owned its live engagement: seasonal systems, veteran features and the rhythm that kept it fresh.

Empires & Allies

Mar 2018 - July 2019

Deer Hunter 2018

Associate Experience Designer

Reworked the onboarding funnel, which improved new user retention.

Sole UX designer in the studio, building design rationale into a live mobile shooter's pipeline across onboarding, competitive events and veteran engagement.

Deer Hunter 2018

From the Garden

Writing is an essential part of my process and learning. Here are some of my latest essays and you can find more in the garden.

Essays

The Invisible Hand: How Games Teach Without Telling

Building aids in games which teaches without telling March 27, 2026 tree Essays

How Call of Duty is maintaining a loyal user base?

Deconstructing one of the games Ive been playing for past 5 years February 2, 2025 tree Essays

Unintended Consequences of Design

We can design something in the way we think but users could think different too. August 31, 2024 tree