Visual noise
Competing modules and campaigns crowded the home surface — hierarchy stopped matching player intent.
Case study
Bingo Blitz — UX Team Lead
Leading 4–6 designers on a lobby redesign for a 13-year-old game with millions of active players. Introduced AI tooling into the design workflow. Visual deliverables for this title remain under publisher NDA; this page summarizes leadership and product context.
Team leadership
Live ops & lobby
Legacy product
AI design ops
Publisher NDA
4–6
Designers led (concurrent tracks)
13+
Years live in market
Millions
Active players (scale reference)
NDA
Screens & flows confidential
Problem
Clarity under density
The lobby had grown over years and became visually dense and hard to navigate. Players struggled to understand what’s new, what’s best value, and what to do next. The team needed faster iteration loops without losing craft quality.
“Next best action” overload
Without ruthless prioritisation, every feature looked equally urgent — cognitive load spiked on every return visit.
Team throughput
Multi-designer workflows needed clearer rituals so reviews stayed decisive and handoff stayed crisp.
What shipped
Leadership, process, and live-ops surfaces
Team leadership for lobby and live-ops surfaces, design process improvements, and AI-assisted workflow experiments. Specific UI pixels, flows, and research artifacts can’t be published here under publisher NDA — happy to walk through scope and outcomes in conversation.
Why it mattered
Legacy games reward ruthless clarity
Long-running titles live or die on whether returning players can answer three questions in seconds: what’s new, what’s valuable, and what should I do now. Leading design for that loop — while protecting craft and velocity — is the kind of product judgement this work strengthened.
Note
NDA and portfolio storytelling
Publisher constraints are normal at this scale. What you’re seeing here is intentionally outcome- and leadership-focused, not a pixel documentary.
I can go deeper live. In interviews I share bounded examples, process artifacts (where allowed), and how I trade off clarity, delight, and monetisation in a live game org.