EA.com
2009 - 2022
Role: Head of Experience Design
EA.com is a massive site, representing hundreds of games and brands, for hundreds of millions of players, and billions of dollars of revenue.
EA’s front door to the world
EA.com is the home base of EA’s global communication and marketing efforts, as well as the top of the funnel for purchasing games, and the home for the EA Play subscription service. With over 400 games and brands represented, the site is built on an in-house design framework called the Network Design System, which provides themeable components that designers can use to quickly create high-quality sites without reinventing the wheel.
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Mobile optimized
Depending on the game, 50-90% of traffic to EA.com is on mobile phones. The responsive framework scales to all device sizes, and in some cases prioritizes content and experiences for the mobile visitor.
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Test. Optimize. Repeat.
Particularly for critical flows like signing in, purchasing or subscribing, we constantly test, optimize and deploy. My team’s UX Research function constantly tests and validates our work with real people.
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A global footprint
EA.com is deployed around the world, in dozens of languages. Right-to-left languages are supported, as well as content optimization for local markets.
Carefully-tested acquisition flows route players into purchase or subscription options, giving them flexibility in how they want to play.
Scalable and coherent
Dozens of very powerful brands live in EA’s ecosystem. EA.com gives those brands the spotlight, without needing to reinvent common solutions for every game.
