#74 | Liliia Mandrino | UX/UI Design for Gaming.

We had the pleasure of speaking with Liliia Mandrino, UX Director at EA Sports, on this episode. She has also held the positions of Director of Product Design at Fitplan Technologies Inc., Head of Design Foundations (Global Design Language) at HomeAway, and Head of Design & Founder at Olilija DOO - as well as other businesses. She has spent over ten years investing in continual independent training and skill development, including research, product design, behavioral psychology, and neuroscience. In the episode, we learn how to create game designs. Games, like automobiles, are highly emotional products, and the design process differs significantly from that of a more utility-driven product, such as a financial application. We also learn about multisensory design and the importance of conveying a story when it comes to user journeys, which we can apply to other goods after designing for such an emotional product. In this episode, we look at: What distinguishes the design process and needs of "creating gaming interfaces" from "common interfaces of digital consumer products"? Do gaming interfaces foster / empower for creativity? What are some of the most typical design issues in the gaming UX design space? How does it affect "cognitive load" and other usability KPIs as game interfaces get more graphically emotional? How do you strike a balance between the significance of an emotive narrative and design and rational usability considerations? How does gaming behavior differ (and how does this affect design) across cultures and regions? What hurdles will designers have while creating for the gaming industry, and what problems will they have to solve? And plenty more! Thank you very much for your time and knowledge, Liliia! ****** The Guest In EP74, Liliia Mandrino, UX Director at EA Sports, and we had a conversation about her work developing a top-tier design team and user experience design field. Her interest has always been experience design. She adores the multisensory element of it, where music and haptics link what we see and do on the screen into enduring and empowering experiences. She assists businesses in creating teams and digital goods. To create things that people adore, Liliia is creating a platform for collaboration between many professions. She bases her work on research and data-driven insights, which also aid teams in developing memorable and captivating experiences. She has invested more than 10 years in ongoing independent training and skill development, including in the fields of research, product design, behavioral psychology, and neuroscience.