Helsinki, Uusimaa, Finland
Player-obsessed Design Leader with experience in mobile free-to-play and live-service games. Currently, I lead the UX and Meta-Design team at Zynga, owning game loops, economies, and progression systems that lift engagement and revenue while staying fun and fair. Previously, I led multi-disciplinary design squads for games and live digital products. As a Leader, I've mentored designers in systems thinking and mixed-method research, defined growth-driven design strategy, and established quality bars through clear principles, values and vision. I also worked on upscaling Design teams by defining job descriptions and hiring strategies. As a leader, I act as a facilitator, fostering highly collaborative, workshop-driven environments where cross-team creativity flourishes and complex problems turn into elegant game systems players love. To do this, a lot of stakeholder management is necessary, and I support and coach my team on that. I also love to apply psychological principles to the design process and teach team members how to apply them when building highly polished and engaging interfaces. Lastly, I'm not afraid of being a hands-on leader and working directly on the engine or on Figma to execute the design and product strategy.
Star Wars: Hunters is a PVP shooter that players can enjoy on mobile devices and on Nintendo Switch. I joined the team before the game's launch, and my contributions helped establish the UX process that guaranteed that players' experiences were always taken into consideration without compromising any important milestone of the game. Main responsibilities • Led the UX team of the game Star Wars: Hunters by advocating for the autonomy of the team members and empowering them to have ownership of UX decisions. • Advocated for UX excellence for stakeholders and non-UX roles at the company by creating and sharing educational material and talks explaining how good UX helps to create good products and games. • Defined the UX Vision, Principles and Pillars for the game, creating tools for everyone in the team to give feedback and understand the standards that define good design. • Defined the UX process, working models, working agreements, and pipelines that guaranteed that the UX always meets all the important production milestones. • Guided Player Research on Star Wars: Hunters by defining research plans and methodologies and writing reports that transformed quantitative and qualitative data into actionable insights that informed the game roadmap. • Executed qualitative and quantitative research by evaluating the proper methodology given the research questions. • Used tools like R and Jamovi to perform statistical analysis of data collected (T-Test, Chi-Squared, Linear Models, Mixed Models, ANOVA, etc.) using a diverse set of methodologies, such as MaxDiff, Conjoint Research, Surveys, etc. • Coached a team of UX Designers by helping them to grow their hard and soft skills. • Worked with game directors to influence the game's roadmap, focusing on balancing important KPIs and player aspirations.
Making the world playful! At King, my main work is to guarantee that all the challenges that a player faces when playing a game are only the ones planned by Game Design. My core role includes to do research that allows the team to understand the players and create a strategy to improve our games. Main responsibilities: • Managed the UX Team, helping them to grow in their role and empowering them to lead initiatives inside their teams. • Created training to increase the skills of the UX team. • Worked directly on the game strategy, focused on the short and long-term impact on the studio KPIs. • Advocated for a good UX, guaranteeing that players' feedback is part of discussions with Directors, Game Designers, Developers, Producers, and other people involved in planning game strategy. • Actively participated in the hiring strategy by defining the UX Roles and helping to grow the UX craft at King. • Built and managed the research backlog focused on understanding players' behaviours and attitudes towards our games. • Applied the right statistical method to analyse data from different quantitative research methodologies, such as MaxDiff, Scales, Conjoint, and other diverse and creative ways to collect players' feedback. • Planned and executed qualitative research backlog by creating scripts for structured playtests and interviews and setting up the environment for unstructured and unmoderated playtest sessions. • Combined different research methodologies to understand players from various angles.
As an UX Designer at Google, my mission is to organize and make the information accessible to everyone. My main work is to build Google's internal products, helping everyday Google's employees to work productively and sustainably by designing with well-being as a key goal and empowering them with relevant information to make good decisions. Main responsibilities: • Lead the UX on three cross-functional teams, focused on solving problems of Google's leadership by building products that help them to manage and plan their product area • Partner up with the PM to create a long-term product vision and break it down into short-term goals • Keep the engineers involved in the design process, guaranteeing the feasibility of the ideas and empowering non-designers to contribute to the product design. This was a key factor to keep all the team motivated and to create an environment where everyone can see their contributions impacting the product strategy • Work closely with UX Researcher to identify user's pain-point, validate product concepts, test the usability of new ideas, and keep the user's needs as our goals • Advocate for a user-centered approach, guaranteeing that everyone inside the team knows our users and understands how our product impacts them, and use this information to make product and tech decisions. • Help to shape a culture of sharing feedbacks • Facilitate Design Workshops to help team members and stakeholders to solve design problems • Worked on Data Visualization and UI elements to translate complex information on a design that empowers users to have insights and take actions.
Klarna is one of Europe's largest banks, with more than 60 million customers and 1 million transactions per day. At Klarna, I worked in teams that handle user's data. The team's goal was to create a safe, transparent, and stress-free experience for customers when they need to deal with personal information on e-commerces. The result is safety and data protection on the customers' side and data quality for Klarna's partners, protecting everyone from frauds and guaranteeing that all online purchases will be delivered correctly. Main responsibilities: • Work together with a diverse team of engineers, data scientists, designers, and product managers, helping them to understand the users' pain points and connecting it with business goals • Create a shared design vision inside the teams that I'm involved • Conduct A/B tests focused on understanding how users react on each new change on the product • Perform qualitative research to learn about how our product impact our customers • Create user journeys, wireframes, low and high fidelity prototypes, visual design, and interaction design • Facilitate Design Thinking workshops that help stakeholders to solve big problems • Give training about Accessibility, A/B Tests, and User Research inside the company • Help to shape the design culture inside Klarna by creating an environment that helps everyone to share learnings and feedbacks