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Free to Play Summit: The Last Thing We Look For, The First Thing We See: Elevating UX & UI at King

Sara McPherson (Director UX/UI Design & Global Craft Lead, King)

Location: Room 2016, West Hall

Date: Tuesday, March 17

Time: 5:30pm - 6:00pm

Pass Type: All Access Pass, Core+Summits Pass, Summits Pass - Get your pass now!

Topic: Free to Play

Format: Session

Vault Recording: TBD

Audience Level: All

Excellence in UX and UI design are inarguably essential ingredients in today’s free-to-play mobile market. However, both can be misunderstood, underrepresented, or consulted far too late in the design process.
In this talk, Sara McPherson, King’s Global Director of UX and UI Design, will talk about the challenges she faces in supporting and elevating the quality of UX and UI Design and raising the UX maturity at a large successful company where design processes have already been shaped and where projects move at 1000 mph.
Along with a dissection of the top challenges she's faced, Sara will walk through the tactics she and her teams have employed to address those challenges - both the ones that worked well and the ones that could have, um, er... used improvement.
Attendees will walk away with a clear picture of how to give a stronger voice to UX and UI within companies and teams of any size, as well as a set of tools and communication strategies for convincing and inspiring teams to embrace new creative perspectives and processes in product design.


Attendees will walk away with a clear sense of UX and UI priorities and processes when designing for free-to-play games, a deeper knowledge about the benefits of involving UX design and UX research early, an understanding of how to enlighten an organization of any size to the value of UX and UI, a set of tactics for getting UX and UI leads into the rooms where decisions are made, and strategies for showing game teams that putting the player first does not stand in the way of achieving business goals.

Intended Audience

Anyone interested in free-to-play UX or UI design, getting game teams on board with new design processes, influencing teams and organizations, UX and UI as sub-disciplines of design, UX research, or getting a sense of what it might be like to work at a place like King where having such a strong position in the market is still challenged by growth, scale and a shifting landscape of consumer expectations and disruptive innovations.