As Lead Game Designer on LifeAfter for NetEase North America, I was responsible for shaping a player experience that resonated with the North American audience, enhancing engagement, and improving user retention. My work centered around a strategic overhaul of LifeAfter’s UI and onboarding processes, focusing on creating a smoother, more intuitive experience for new and returning players alike.

Key contributions included leading a UI redesign initiative that revitalized key interfaces, ensuring ease of use and alignment with player expectations. I also crafted onboarding narratives and sequences tailored to introduce players to LifeAfter’s complex systems and features in a natural, immersive way. This approach helped to boost initial player retention and allowed for deeper player immersion right from the start.

Through cross-functional collaboration with data analytics and marketing teams, I drove initiatives that balanced business objectives with a player-first approach, helping to build a more cohesive and engaging experience for our diverse player base.

On LifeAfter, I am currently a Lead Game Designer. My Duties include:

• Product Owner for key UI redesign initiatives for LifeAfter PC, enhancing user experience and elevating engagement.
• Spearheaded the creation of onboarding narratives and tailored sequences to boost user retention and immersion.
• Provided strategic direction on design elements, ensuring product alignment with North American market preferences.