Call of Duty: Billion Dollar Impact.
Infinity Ward + Sprung Studios | 2019
UX & UI Director.
Modern Warfare 2019 cemented for me the notion that design can drive incredible revenue.
The connection between UX and business goals has never been more clearly demonstrated.
My team was tasked with the design and realization of the front end.
Notably Main Menu, Loadout, Matchmaking and most significantly, the Franchise Store which delivered $1B in the first 2 months post launch.
I both directed and contributed to the design of the entire front end, establishing UI patterns, animations & information hierarchy.
Working closely with Joel Emslie (Art Director @ IW) and UI Director (Chris Bartlett @ IW), I was able to establish a process that earned their trust, which allowed me to experiment and deliver a highly polished interface design deck.
All roads lead to store.
The store was the main monetization engine for the product, and therefore had to be constantly available, while not appearing to manipulate or interrupt the user’s experience with the game.
The “All roads lead to store” philosophy which was presented by IW was the basis of a front end that always made monetization options available, but never at the cost of player choice.
On the recommendation of my team, IW removed loot box system from the product in favour of the now famous BattlePass model.
This result was the outcome of effective collaboration between my team and Infinity Ward.
I directed the design of a fully realized Lootbox presentation sequence. This design preceded the current implementation. It was our recommendation to Infinity Ward that the market was trending away from “gacha” mechanics. In order to maintain the trust of their players, this idea was replaced by the wildly successful (often copied) Battle Pass Design.
