To design an experience of obtaining a digital signature via portable PACI kiosk that could come to any location in the city wherever the users are.
Evolving PlayStation Experiences: Campaigns, Commerce, Product & AI
Over 1.5 years embedded in the R/GA PlayStation team, I worked across consumer-facing campaigns, AI-powered experiences, internal tools, and long-term platform vision—expanding from execution-heavy design to strategic, system-level thinking.
At A Glance
Team
UX Designer(me)
Creative Director
Senior Visual Designer
Senior Producer
Approach
Audit, Analysis, User Flow, Journey Mapping, Rapid Wireframing, Low-fi Prototype, Front-end Dev
Timeline
2024–2025
Chapter 1
Activation
Learning how PlayStation moves — and earning trust by shipping fast, together.
Context
When I joined the R/GA PlayStation team, the pace was fast and the stakes were high. Game launches are immovable moments — there’s no slipping timelines, and no room for over-engineering.
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These campaigns were my entry point into PlayStation’s ecosystem: learning the brand, the audience, the internal rhythms, and how creative, UX, visual design, and engineering come together under pressure.
I worked end-to-end as a UX designer, and a junior front-end developer closer to launch, collaborating closely with creative directors, visual designer, producer and lead developer.
My role often shifted day-to-day — concepting one week, sketching flows the next, then refining interactions directly as a junior developer as we pushed toward launch.
These projects taught me how to design at speed without losing intention — and how trust is built less through big ideas, and more through shipping well with others.
Chapter 2
Expansion
Exploring Generative AI for Customer Experience, moving from campaign execution to experience innovation
Context
As generative AI started entering conversations across PlayStation, there was excitement — but also hesitation. The technology was powerful, but the use cases weren’t obvious, and the risks were real.​
This work wasn’t about polishing an interface. It was about asking: Where could this genuinely improve the player experience and what are the key technical considerations when delivering our work with tech conservative brands.
I partnered with strategists, technologists, and creatives to explore early AI-driven concepts, helping translate abstract capabilities into tangible experience ideas. My focus was less on final UI/UX, and more on framing possibilities, usability, constraints, and user impact.
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What I delivered:
Experience concepts grounded in real player needs
Sketches articulating our ideas
UX implications of generative systems​
I learned quickly that big ideas move slower inside mature ecosystems — and that’s not a flaw, it’s a responsibility.
I became more intentional with ambition. In an environment where ideas aren’t limited — but implementation must be justified — I learned to design experiences that respect technical reality without defaulting to the safest option.
Chapter 3
System thinking
Stepping back far enough to finally see the whole picture.
Context
Over time, a pattern became clear: PlayStation’s digital ecosystem had grown organically, but not always coherently. Different sites and channels solved local problems well — yet the overall experience felt fragmented.
This work asked a bigger question: What would it feel like if PlayStation’s web ecosystem behaved like one connected experience?
I collaborated with creative director, visual designer, strategist, and producer to map the end-to-end customer journey across touchpoints, identify friction and disconnects, and articulate a shared experience vision rather than a single feature solution.
This was the moment my work shifted from designing pages to designing relationships between experiences — and it fundamentally changed how I approach digital systems.
Chapter 4
Culture & Play
Designing for our team culture, not just customers
Context
Not every experience at PlayStation is customer-facing. Sometimes the goal is culture — bringing teams together, sparking curiosity, and making emerging tech feel approachable.​
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What I shipped:
Lightweight UX flows
Front-end development
Midjourney Prompt design
Ungodly number of Barbie versions of myself
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Timeline
2 weeks
July-August 2024
This internal AI photobooth was created for our team and client summer party, with a tight timeline and a very different definition of success: FUNNN.
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