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Session Name:

Building Buy-In: Creating Design Tools for Better Player Experiences at EA


In this presentation Peter and Krista present the story of how they generated enough buy-in to build a 3D spatial telemetry viewer to understand player behavior, first as a prototype on a single game, then as a functional MVP for DICE, and finally as a company-wide solution available to all titles at EA. Their story is one of shared vision, hard won buy-in, and the power of aligning UX goals with business strategy. The presentation will showcase concrete design examples of how a UX spatial data tool was used to improve the experience in games like 'Battlefield V', and highlight the hard lessons learned during their time spent developing the telemetry viewer at EA.

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  • GDC 2019
  • Peter Vesti Frendrup
  • Krista Parham
  • Electronic Arts
  • free content
  • UX Summit
  • Design