2006-2008
Call of Duty/ATVI
While at Razorfish, I worked with Infinity Ward and Activision on the Call of Duty brand. We designed the digital launch of MW2. We also conceptualized a new kind of off-game player experience, designed to drive social play.
After MW2, Activision and the over-arching COD brand took a more active role in the project, and we designed the COD Elite experience on all platforms.
The strategy driving this initiatives was to drive sustained engagement at scale after initial play-through, where casual players dropped off - heavily affecting DLC sales.
If a better platform could connect more players to competitive multiplayer gameplay, we could drive stronger follow-on DLC attachment between major title releases.
COD Elite drove 10M subscribers in a sort of first-of-its-kind “battle pass” product/service, including standard and exclusive DLC for subscribers.
My role at the outset was UX Leader - serving as the principal Concept Designer for the social stats platform, shifting to building a business case for the platform over time - and then Design Team Leader for a time before replacing myself with a dedicated team that eventually became the design team at BeachHead Studios.
