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The Number One Educational Resource for the Game Industry

Session Name: Building Buy-In: Creating Design Tools for Better Player Experiences at EA
Speaker(s): Peter Vesti Frendrup, Krista Parham
Company Name(s): EA DICE, Electronic Arts
Track / Format: UX Summit

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Overview: 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.

GDC 2019

Peter Vesti Frendrup


Krista Parham

Electronic Arts

free content

UX Summit