Role: Senior UX Designer
Duration: 2021 – Present (5 years)
Team: Solo designer, working with Game Designers, User Interface team, Gameplay Programmers, and Product Owners
Client: Ubisoft Bucharest — The Division 2 (Live service, 2M+ active users)
The Challenge
The Division 2 is a complex beast. Deep customization, gear optimization, talent trees, mod systems, seasonal content — the kind of product where users make dozens of meaningful decisions per session. Here's the problem: some of those decisions took way too long. Core tasks needed 5-6 steps across multiple screens. Users made mistakes. They got frustrated. They asked the same questions over and over in community forums. My job? Make it simpler without dumbing it down. Our power users wanted control. Our casual users wanted clarity. Both needed the same interface. Not easy. But that's the fun part, eh?
My Role
- Led feature needs analysis for 17+ systems over 5 years
- Designed user flows, UI mockups, and interactive prototypes
- Created tutorial systems — steps, flows, instructional text
- Shipped everything end-to-end, from concept to live release
Discovery
The Complexity Problem
Our users range from "I play 2 hours on weekends" to "I have spreadsheets optimizing my builds." The existing interfaces? Built for the spreadsheet crowd. Deep, powerful — and overwhelming for everyone else.
The symptoms were clear:
- Core optimization task: 5-6 steps across 3+ screens
- Same questions popping up constantly: "How do I do X?"
- Errors on complex tasks
- Power users tolerated the friction. Casual users just... left.
The Personas
We had 4 core user types from earlier research:
Persona | How they handle complexity |
The Master | Loves it. Wants full control. Will tolerate friction for power. |
The Pathfinder | Explores everything. Needs clear signposting or gets lost. |
The Teamplayer | Follows the group. Needs obvious paths. |
The Easygoer | Just wants to play. Hates friction. Will bounce if confused. |
The challenge: serve all four with ONE interface. No "casual mode" cop-out.
Design Principles
After analyzing pain points across dozens of features, I landed on a few rules:
- 3 steps or less — Any core task. No exceptions.
- Progressive disclosure — Simple first, depth on demand.
- No dead ends — Every screen has a clear "what's next."
- Immediate feedback — User always knows what happened.
These became my north star for everything that followed.
Solution
Case Example: "Tinkering on the Go”
Here's a concrete one.
The problem: Users wanted to optimize their gear — recalibrate stats, improve equipment. The old way? Navigate to a specific location in the game world, access a dedicated workbench, go through multiple menus. 5-6 steps. Every time.
The insight: Users don't want "optimization" as a destination. They want to optimize in context — while checking their inventory, while prepping for a mission, while comparing items. Right there, right then.
The solution: One screen. All optimization actions. Accessible from anywhere.
What changed:
- Single screen for everything
- Clear visual hierarchy: what can improve, what's maxed
- Contextual access: inventory, loadout, gear inspection — all entry points work
- Exactly 3 steps: Select item → Choose optimization → Confirm
Done. No location required. No menu diving.
Some other Systems
Feature | What got simplified |
Descent Inventory | Loot management for a whole new game mode |
ISAC Mod Screen | Mod flow: obtain → verify → equip |
Seasonal ESC Menu | All seasonal info in one scannable “dashboard” |
Descent Talent Selection | Reduced decision paralysis in build creation |
Priority Objectives | Daily/weekly goals with simple refresh. Feature design, flows, UI |
Scouts 2.0 | Timeline showing completed vs. remaining, UI & flows design from scratch |
Store Redesign | VFX and other various tabs design |
Descent AR Panel | Quick and easy way of making decisions in the new game mode |
Seasonal Journey | System design from scratch combining a complex visual hierarchy of missions, objectives and their rewards |
Season Pass | Navigation, UI, flows and general design of more than 100+ cosmetics |
Event Pass | Navigation, UI, flows and general design for limited time cosmetic passes |
Winter Event | Navigation, UI, flows and general design that shows community and personal progress with cosmetics and numerous metrics |
User onboarding | Rework of the first hour of the game flow-wise, tutorial discovery and timing |
Season Pass Multirewards | UI and general experience of what happens after level 100 in the Season Pass |
Companion | Create a feature as simple as possible that lets a user obtain, compare and control an AI companion |
Tutorials That Don't Suck
Complex systems need onboarding. But here's my philosophy: if your tutorial has to explain the UI, your UI is wrong.
Tutorials should teach concepts. The interface should be self-evident.
For each feature, I designed:
- Tutorial steps and flow
- Instructional text (clear, concise, action-oriented)
- Progressive reveal (teach as they encounter complexity)
- Skip option (respect the veterans)
Results
What we measured | What happened |
Steps to complete core task | 5-6 → 3 (50% reduction) |
Systems shipped without post-launch redesign | 17 of 17 |
UX support questions | Minimal to none |
Task completion time (experienced user) | <10 seconds |
Design longevity | Still in use years later |
The "Zero Redesign" Thing
Let me explain why this matters.
In a live product with millions of users, shipping something that needs immediate fixes is expensive. Patches, hotfixes, community drama, trust erosion. It adds up fast.
17 systems. Zero UX redesigns post-launch.
That's not luck. That's process:
- Feature needs analysis before design
- User flows before UI
- Interactive prototypes before development
- Clear documentation for implementation
Front-load the thinking, avoid the rework.
Community Validation
Here's how I know it worked: when users DO ask questions about these features, the community response is usually something like "Oh that's easy, you just..."
The opinion shifted from common knowledge to self-explanatory. That's the goal.
What I Learned
1. Simplicity is achieved, not started with.
Every feature started complex. Simplicity came from iteration — removing steps, consolidating screens, questioning every element. K.I.S.S. is easy to say, brutal to execute.
2. Design for the extremes, win the middle.
If it works for The Master (power user) AND The Easygoer (casual), it works for everyone. Progressive disclosure is the cheat code. Simple by default, depth on demand.
3. Zero redesign is the real metric.
Speed-to-ship means nothing if you ship twice. The upfront investment in flows, prototypes, and documentation? Pays for itself every time.
How This Applies Beyond Gaming
Look, I know "video game UX" sounds niche. But look at the following things:
Enterprise challenge | Same problem, different context |
Banking dashboards | Complex financial data → scannable decisions |
Insurance policy tools | Multi-step applications → streamlined flows |
Enterprise software | Feature-rich products → progressive disclosure |
Any decision-support UI | Reduce cognitive load without removing power |
The methodology transfers. Complexity is complexity & users are users.