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GDC + VRDC 2019 Session Scheduler

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Building Buy-In: Creating Design Tools for Better Player Experiences at EA

Peter Vesti Frendrup  (Senior Level Designer, EA DICE)

Krista Parham  (Senior User Researcher, Electronic Arts)

Location: Room 2001, West Hall

Date: Monday, March 18

Time: 10:00 am - 11:00 am

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

Topic: UX Summit

Format: Session

Vault Recording: Video

Audience Level: Intermediate

In this presentation Peter and Krista present the story of how they generated enough buy-in to build a 3D spatial telemetry viewer to understand player behavior, first as a prototype on a single game, then as a functional MVP for DICE, and finally as a company-wide solution available to all titles at EA. Their story is one of shared vision, hard won buy-in, and the power of aligning UX goals with business strategy. The presentation will showcase concrete design examples of how a UX spatial data tool was used to improve the experience in games like 'Battlefield V', and highlight the hard lessons learned during their time spent developing the telemetry viewer at EA.


By the end of this session attendees will have concrete lessons (learned the hard way, so they don't have to) on how to generate buy-in from leadership, and how to get large UX support projects off the ground. Attendees will also have clear examples where a spatial telemetry viewing tool can be used to directly make the user experience better for the player, and how to sharing those examples within the organization helps to support future innovative UX projects.

Intended Audience

This is an intermediate level talk, and assumes that the audience has a general knowledge of game and tools development, as well as an understanding of how a large organization functions. The presentation will also assume basic familiarity with telemetry and its use in the design process.