I turn complex mechanics into intuitive player experiences.
Studios lose millions in player churn because of cluttered UX and heavy onboarding. I solve that with over 10+ years shipping titles like Call of Duty: MW3 & Star Wars: Hunters.
I’m a down-to-earth collaborator who delivers production-ready UX/UI that impact on key metrics.
But I don’t just design screens, I build the systems and try to understand human behaviour.
Say hello ABDIJNOOR@GMAIL.COM I’d love to hear what you’re working on.
If you ask five different people, you’ll get five different answers: A console. A subscription. A PC app. A cloud service. A publisher.
When a brand stands for everything, it risks standing for nothing. We saw this in 2013 with the Xbox One "TV" presentation, and we’re seeing the echoes of it now. When Phil Spencer says, "We aren't in the business of out-consoling Sony," it’s a visionary statement—but for the average consumer, it can feel like a retreat rather than a revolution.
Read MoreRemember when things had character? When a Tesla dashboard didn't look like a computer monitor bolted to a car? When soccer jerseys had personality instead of looking like they were generated by a neural network trained on business casual shirts? We've traded craftsmanship for conversion rates.
Read MoreThe endowment effect is a fascinating psychological phenomenon that explains why we value things more when we feel a sense of ownership. In both video games and real life, this principle influences how we interact with and perceive products, decisions, and experiences. Let’s unpack this using examples from subscription services, Mad Max, Skyrim, and even Nike’s shoe customisation platform.
Read MoreThe Fatal Flaw in AAA UX: Most studios spend millions trying to repair player emotions. They are chasing ghosts.
If the Lead Producer or someone o your team tells you, "The HUD feels clunky," or “the flow feel off“and you go back to your desk to try and make it "feel better," you have already lost.
Read MoreMultisensory Design Multisensory design is revolutionizing user experience (UX) and user interface (UI) by engaging multiple senses. This approach creates a more holistic and immersive user experience, going beyond traditional visual and tactile elements.
Read MoreIf the NYC subway genuinely wants to address its fare evasion problem, it needs to rethink its approach and learn more on psychology and User Experience Design principles, rather than adding things like like harsh lighting and sharp metal barriers that make the subway feel more like a prison or an interrogation rather than an enjoyable commute in a public space.
Read MoreIn the early 2000s, Yahoo held a significant position in the search engine market, commanding approximately 36.4% of U.S. searches in 2005. By 2017, when Verizon acquired Yahoo, its global search market share had dwindled to around 4%. In contrast, Google, which had about 35% of the U.S. search market in 2005, expanded its dominance to over 87% globally by 2017. This stark divergence underscores the critical role of user experience (UX) strategies in shaping market trajectories.
Read MoreUnderstanding player-state awareness represents the difference between functional interfaces and truly exceptional ones. Games that recognize and respond to your psychological state create deeper immersion and satisfaction than those with perfectly attractive but psychologically insensitive designs.
Read MoreDead Space remains a benchmark in video game with its diegetic UI approach—where interface elements like health and ammo were seamlessly embedded into the protagonist’s suit—did more than just provide information; it defined the game’s identity, elevated its immersion, and reinforced its survival-horror atmosphere. Yet, despite its critical and commercial acclaim, few games have followed in its footsteps, why?
Read MoreIntroduction Video games have evolved significantly, offering players an array of interactive experiences. Key to these experiences is the user interface (UI), which bridges the gap between player and virtual world. In this article, I will compare and contrast the UI layouts and the extent of interaction freedom in "Alan Wake 2," "Ghost Recon: Breakpoint," "Elden Ring," and the "Far Cry" series, focusing on how these aspects impact player agency.
Read MoreArthur Morgan is not well, and you can feel it in your controller.
It starts subtly in Red Dead Redemption 2—a persistent cough during routine conversations, stamina that depletes just a little faster during gunfights, a character model that gradually becomes more gaunt and weathered. For hours, maybe dozens of hours, you experience Arthur's declining health not through cutscenes or exposition, but through the fundamental mechanics of play. Your horse rides feel more labored. Your aim wavers slightly.
Read MoreIn the world of video game design, understanding what makes players tick is the difference between a game that’s merely playable and one that’s unforgettable. Behind every great game lies a blend of psychology and design, drawing from models that delve into human motivation, engagement, and satisfaction. Here, we explore three pivotal frameworks—Bartle’s Player Types, Self-Determination Theory, and the MDA Framework—each offering unique insights into player psychology and how they can shape unforgettable gaming experiences.
Read MoreUnderstanding the levels of UX design and strategy can show us how a small UI choice contribute to a larger UX strategy, ultimately impacting a company's market presence and success. From crafting a single button to shaping a marketplace strategy, each level plays a critical role in delivering a holistic user experience.
Read MoreWhy are people still buying iPods in 2025? An iPod doesn’t try to be a camera, a web browser, or a social network. It plays music, and it does so without distractions. This focused experience is a rare gem in a world obsessed with multitasking.
Read MoreGame engines are software frameworks that game developers use to create video games. With AI integration, these engines can help game developers automate certain tasks, such as coding, asset management, and animation. This means that developers can focus more on the creative aspects of game development, rather than the technical details.
Read MoreOur strength in one context can be perceived as a weakness in another. For instance, being talkative can be a strength when it comes to public speaking or networking events. However, in a meeting, talking too much can be seen as a weakness because it may prevent other people from contributing their ideas or making them feel unheard.
Read MoreIn a 2004 interview with Rolling Stone, Steve Jobs famously said that "a lot of technology is in search of a customer." He explained that many companies create new technologies because they can, not because anyone actually wants or needs them. This sentiment is especially relevant today as companies like Facebook plan for the Metaverse, a virtual world that connects multiple platforms, devices, and applications. While the Metaverse has been touted as the future of online interaction, there are concerns that it may be a solution looking for a problem.
Read MoreMastery is a powerful motivator that drives individuals to develop their skills, knowledge, and abilities. At its core, mastery is the desire to become proficient in a particular area, to develop a deep understanding of a topic or activity, and to feel a sense of accomplishment and satisfaction as a result. In this article, we will explore the psychology of mastery and how it can be harnessed to drive motivation and success.
Read MoreAll it takes to make users happy is, Fast load times, an Intuitive interface with minimal learning curves. Simple to understand, yet hard to make. UX-driven attrition refers to the loss of users caused by poor user experience (UX) in a product or service. It happens when elements of the design or overall experience frustrate or fail to meet user expectations, leading them to abandon the platform for alternatives.
Read MoreDesigning for persuasion is not the same as designing for digital nudging. Though both may use some similar tactics, they are two distinct approaches with different goals.
In this blog post, we'll explore the difference between persuasive design and digital nudging. We'll look at the different goals and objectives of each approach, as well as some of the common tactics used.
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