Product Design Internal Tool
GameKit

GameKit is an internal PaaS (Platform-as-a-Service) product created to integrate a suite of game development products and services that leverage the power of the cloud to drive enhanced workflows and capabilities—unlocking the ability for any game creator to work on any title, at any time, from anywhere.

Role Lead UX/UI Designer
Skills User Research, Journey Mapping, Visual Design, Prototyping, Testing
Impact
80K+ Hours of system time recovered annually Giving creators more time to focus on making games.
80% Creation team adoption in the first 12 months Driving adoption across EA's game creation teams.
<45 MIN To set up and work on any EA title Enabling creators to get started from any location.

Problem

Game development teams face fragmented workflows, limited access, and poor collaboration from siloed tools and on-premise constraints, slowing productivity and innovation.

Solution

GameKit offers a cloud-based Platform-as-a-Service (PaaS) that unifies game development tools, enabling seamless access, streamlined workflows, and improved collaboration across teams.

Research & Discovery

This phase was all about getting our bearings and building empathy. We kicked things off with an empathy workshop alongside our product managers to align on user needs, business goals, and any known pain points. From there, we crafted a research plan to bring structure to our discovery process and help stakeholders clearly understand what we were learning and why it mattered. With interviews, surveys, and early usability checks in the mix, we began uncovering insights that would shape our design direction and highlight real opportunities for impact.

Supporting Files:

User Research

  • What friction do creators face?
  • Validate user types
  • What do game creators use and when?
  • How do these pain points differ across studios?
  • How do game creators measure success?

Concept Testing

  • Does this product meet your needs?
  • Would you recommend this product to colleagues?
  • What, if anything, could be improved about this product?

Jobs to Be Done

  • Workshop with product teams on the jobs-to-be-done framework
  • Validate jobs to be done for each user type, for each product

User Testing

  • How can users successfully perform tasks?
  • Does this product meet usability requirements and goals?

Empathy Workshop

Planning & Strategy

With research insights in hand, we shifted into strategy mode— turning user needs into clear goals, mapping flows, and shaping the information architecture. I worked closely with Product Management to prioritize features, advocate for user value, and align on what to build. Early wireframes acted as conversation starters, helping ground the vision and align stakeholders before moving into high-fidelity design.

Supporting Files:

GameKit MVP Site Map

GameKit MVP site map

MVP Wireframes

Design

This is where ideas took shape and started to look real. We transformed our wireframes into high-fidelity designs and interactive prototypes, using them as tools to gather feedback early and often. Each iteration was driven by user insights and input from stakeholders, keeping us aligned on both the vision and the details. I worked closely with engineering to ensure our designs were not just beautiful, but also buildable—spotting constraints early and adjusting as needed. The result: a refined, production-ready experience that stayed true to both user needs and business goals.

Design Process

Design process timeline: Step 1 Workflow & Wireframes, Step 2 Review, Step 3 Hi-Fidelity Prototype, Step 4 Test, Step 5 Iterate

*Not all projects start at step 1. Depending on the ask and the plan established by XD and PM, the design execution process may start from a different step.

User Testing Design Updates

Setting Up Permission Groups

Recommendations

Allow users to set up customized permission groups based on their team's needs, scalable for various levels of permissions control.

“For us to get value out of GameKit, I think it would need to be customizable. There's definitely benefit to the current MVP, but I wouldn't see the exciting return on investment that I see the potential for.”

— DD, FIFA
Permission groups — original design; hover to see the updated design Permission groups — updated design

Access Request

Recommendations

  • Add a "Request For" field to let users select who they're requesting access for. Defaults to self.
  • Show details of the access being requested—for example, selecting "Software Engineer" should list exact permissions per product (e.g., JaaS – Contributor).

“It would be helpful if I could see what permissions I get when I select a specific group. I would also need the details for each specific product.”

Access request — original design; hover to see the updated design Access request — updated design

Hi-Fidelity Screens

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