EA Origin

Origin was EA's digital distribution platform — the place where millions of players purchased, launched, and socialized around their games. It included profile management, friends lists, in-game overlay, Twitch streaming, library sharing, and deep integrations with Facebook, Xbox Live, PlayStation Network, and Nintendo Network. It was a complex product serving a passionate and opinionated audience.

EA was going through a full rebrand, and Origin needed to reflect it — across web, desktop, and a new mobile presence on iOS and Android. The existing platform sat on aging code bases with disconnected component libraries, inconsistent typography, and animations that needed to be rebuilt from scratch. This wasn't a visual refresh; it was a ground-up redesign with the platform running live the entire time.

We ran design and engineering in parallel — implementation started while design was still in motion, which meant tight collaboration and constant communication. Every redesign was validated through usability testing before going into production, ensuring the new experience matched both the brand vision and real player expectations.

After stakeholder approval, we moved into beta. Within the first month, we saw a 74% positive rating on the redesign's functionality and user experience — strong validation that the decisions we'd made together were landing.

One of the bigger challenges was inheriting a team that wasn't yet aligned around a shared product vision. I invested early in team-building — design jams, journey mapping workshops, collaborative exercises that helped us find common ground and lean into each other's strengths.

This was a project with a steep stakeholder list and real pressure. My team delivered their best work because we leaned into process — agile methodologies, consumer feedback loops through alpha and beta tests, and a shared belief that great work comes from trusting the people around you.