Seedworld is an open-world MMORPG where players can explore, build, and contribute to an ever-evolving universe. Designed around user-generated content and progression systems, the project reimagines how players interact with the world not just as adventurers, but as creators. The goal was to craft an immersive experience that balances accessibility with depth, blending social gameplay, customization, and world-building into a cohesive journey that feels personal, rewarding, and alive.

The process began with understanding the players and their motivations, habits, and where they might feel friction. I started by aligning with stakeholders and conducting quick user research and competitor reviews to identify design opportunities. From there, I mapped user journeys and to validate navigation and flow. During ideation, I ran brainstorming sessions to generate solutions, then applied the appropriate methodologies to define MVp features. Wireframes helped visualize layouts early, which evolved into high-fidelity prototypes that balanced functionality with storytelling. The designs were refined through usability tests and feedback loops, ensuring every detail felt intuitive, rewarding, and aligned with player goals.

As Senior UX/UI and Product Designer, I led the design for the Seedworld website from wireframes to high-fidelity UI, while also creating in-game interfaces including menus, HUDs, inventories, and reward screens. I developed cohesive brand visuals, iconography, and design systems that unified both the web and in-game experiences, collaborating with game designers and engineers to align usability with technical execution.

Qualitative user research & community feedback loops, Competitor & Market Analysis, User Journey Mapping, Information architecture, card sorting & tree testing, Wireframing & Prototyping (Lofi & Hifi), Usability testing, iterations.

The final design established a cohesive experience across both the Seedworld website and its in-game interfaces, creating a smooth bridge between discovery, onboarding, and gameplay. By designing both systems together, the experience became more intuitive, visually consistent, and emotionally engaging and appealing to both new players and long-term creators.

The unified design system led to measurable improvements across engagement and usability:

+38% increase in website session duration after the new design launch

+26% improvement in onboarding completion rate among new players

+30% higher interaction rate with in-game menus and inventories

Fewer support tickets related to navigation and account setup

Streamlined updates, with new seasonal content integrated 30% faster thanks to modular UI systems

By grounding the design in player behavior and clear usability principles, Seedworld now offers an experience that’s both inviting and scalable, balancing visual storytelling with functional clarity to support the game’s long-term evolution.