Enthusiast Gaming (Icy Veins)
Product & UX Design
Apr 2024 to Sep 2025
Overview
As the Lead UX & Product Designer for Enthusiast Gaming, I directed the design strategy and product execution for a diverse portfolio of high-traffic gaming properties, including Tabstats, Typeracer, MathGames, Addicting Games, and Icy Veins. My responsibilities extended well beyond visual aesthetics; I was tasked with modernizing legacy architectures, integrating complex cross-platform user flows, and identifying new monetization verticals for a network of web properties serving over 4 million daily active users.
The culmination of my tenure was spearheaded by the comprehensive digital transformation of Icy Veins. I led the initiative to bring the platform into the modern era, reconciling over a decade of technical debt to transform a text-heavy legacy database into a high-performance, multi-title content engine serving 7 million Monthly Active Users (MAU).
Project Highlights
Desktop & Mobile Global Redesign
The Challenge
The original site was built for a 2012 web landscape. It struggled with "information overload," making complex game guides difficult to navigate on mobile devices.
The Solution
Implemented a mobile-first responsive architecture that prioritized "at-a-glance" readability. I introduced a hierarchical navigation system that allowed players to jump between "Talents," "Rotations," and "Gear" without losing their place in the guide.
The Result
Successfully migrated 10+ years of legacy content into a clean, modern UI that reduced bounce rates across all Blizzard and Square Enix titles.
Key Results
Global Audience Scale: Directed all UX and product design initiatives for a platform serving 7 million Monthly Active Users (MAU) across the Blizzard, Square Enix and Holoverse ecosystems.
Expansion of Reach: Engineered the structural architecture for a new News and Editorial ecosystem, enabling the site to expand into new games, which significantly increased organic traffic and brand visibility.
Operational Efficiency: Standardized a visual language for 50+ complex infographics and ability sequences, reducing the production time for guide writers while setting a new industry "Gold Standard" for gaming theorycrafting visualization.
Product Innovation: Conceptualized and shipped interactive Gear Builders and Talent Tree tools, simplifying complex in-game mathematics for millions of players and increasing interaction rates on core guide pages.