FIFA Ultimate Team

Electronic Arts

FIFA Ultimate Team 11

Overview

This is the first FIFA Ultimate Team DLC package that I worked on at Electronic Arts Canada as a UX and Game Designer , though the game was originally launched in 2009.

As the game mode was picking up a lot of good momentum, my main task was to design the supporting Web App for the game , as well as some minor in-game features like the leaderboards system.

Below are my examples from this project.

A screenshot from the first launch of the FIFA Ultimate Team 11 web app

FIFA Ultimate Team 11

The Web App

By FIFA Ultimate Team 11, it was in its third year of production, but this was the first year it was getting a supporting web app.

My tasks were to transfer the selected features and functionality from the console version over to the web app . I would create the functionality with wireframes, then work closely with the IDs to create the mockups.

Here you can see a wireframe next to the final outcome.

A wireframe of the New Items screen from the FIFA Ultimate Team 11 web app The final mockup of the Trade screen from the FIFA Ultimate Team 11 web app

FIFA Ultimate Team 11

Leaderboards

On the console side, the leaderboards were a pretty simple task and a good introduction to the world of FIFA Ultimate Team. I created the functionality, flow and wireframes for the screens, then worked with an UI Designer to produce the final mockups.

Though I've lost the wireframes, here you can see the final mockup of the leaderboards feature.

The final mockup of the FIFA Ultimate Team 11 leaderboards screen

FIFA Ultimate Team 11

Outcome

When we released the web app, the amount of trading increased by 8x, almost overnight, and purchases with in-game currency almost went up by a factor of 3 when measuring web app users vs console-only users.

Though I don't quite remember the outcome of the leaderboards, it's also interesting to note that the leaderboards are still in FIFA Ultimate Team 17, with nearly identical functionality, just styled differently.

FIFA Ultimate Team 12

Overview

This is the second FIFA Ultimate Team DLC package that I worked on at Electronic Arts Canada as a UX and Game Designer.

This year, my jobs were to redesign the New Items flow to be more intuitive, increase fun and engagement wherever possible, and incorporate best UX practices on all new designs.

Below are some examples of my work on this project.

The final version of the New Items screen for FIFA Ultimate Team 12

FIFA Ultimate Team 12

Prototyping and Testing

From the user information gathered from the marketing and data teams, I came up with an initial design for the New Items flow. I then gathered feedback from our usability tests with the wireframes, then worked with the Interface Designers to create proper mockups.

Here you can see an image of the original paper prototype and a video from one of our final paper prototype sessions. In this video, you can see how I conduct my sessions; giving them a task scenario, and then unbiasedly prompting them to speak their mind to ensure I get the best and most accurate feedback from them.

The first version of the paper prototype for the New Items flow in FIFA Ultimate Team 12

FIFA Ultimate Team 12

Final Version

Here you can see the mockup of the final version of the New Items flow after several reiterations based off of feedback from our tests. I've also uploaded a video that a fan made, showing you all of the interactions and full experience of the New Items flow, to give you an idea of the depth of this design.

The final version of the New Items screen for FIFA Ultimate Team 12

FIFA Ultimate Team 12

Outcome

The updated New Items flow resulted in overall less time spent on this screen. Though that may sound like a bad thing, it was actually good. It meant our players could manage their new items much faster and get back to playing the game or buying more packs of cards. This was also a huge win for prototyping at the company, as it got a lot of attention from upper management and other product managers at the company.

FIFA Ultimate Team 13

Overview

This is the third FIFA Ultimate Team DLC package that I worked on at Electronic Arts Canada as a UX and Game Designer.

From last year's game, we noticed that there was a 40% dropoff after the very first screen, so this year, I created an extremely powerful new introduction flow for our users to address that.

Below are some examples of my work on this project.

The opening screen in FIFA Ultimate Team 13 where you get to choose a captain of your team

FIFA Ultimate Team 13

Lots of prototyping!

Since the game had solid mechanics and was generating good revenue, we had to tackle the issue of this dropoff.

I ran extensive usability tests on this new introduction flow throughout the whole pre-production and production phases of this project, which went through several iterations.

Here you can watch a fan made video of their first introduction to FIFA Ultimate Team, using the onboarding flow I designed. You can also view the master image of all of the screens used for the first prototype here .

FIFA Ultimate Team 13

Smaller Tasks

The introduction flow was the majority of my time, but I still worked on several other screens in the game to improve their functionality. This Team of the Week Challenge feature was new to the game this year and required work from the ground up.

Here you can see one of my original wireframes and the final mockup for the Team of the Week Challenge. You can also see another wireframe and final mockup here.

A wireframe from the Team of the Week Challenge feature The final mockup from the Team of the Week Challenge feature

FIFA Ultimate Team 13

Outcome

FIFA Ultimate Team 13 was a huge success. The new onboarding flow closed the day 1 retention gap by 45%, and the day 2 retention gap by 30%. This is also the year where we tripled revenue.

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