88% of players do not interact with official EA Help Channels
I designed a community experience for personalized player help, using AI for surfacing both community-oriented and official solutions on EA Help
AI Overviews of EA Articles and EA Community
Generating personalized help and summaries from EA article and the EA Community
Ask Follow-Up Questions
Continue prompting the overview if the player has more specific questions about their help
Explain This & Show Related Help
Reveal more non-intuitive information about the player's help information if they require more explanations and source help
DISCOVERY
88%
12%
Forming initial thoughts, curiosity, and connections to EA Help
Several questions came up that all illustrate a larger objective
Pinpointing potential starting points
It started with looking at Ingress Points
Ingress points helped me identify possible entry points from players to help. From even a quick google search of an EA Game question, we can see that community solutions onEA forums and other social platforms appeared as their primary search results.
Revising task flow to integrate AI for player help experiences
Here's an example of an earlier ideation to the current user flow
I created a revised task flow to help understand how AI can create a seamless experience between EA Help and EA Forums
SYNTHESIS
We collected so many rich anecdotal data capturing experiences of real people. Diversity and inclusion needs to be highlighted throughout our platform. So, we need to synthesize our findings into a cohesive focus and have a framework for our platform.
These are the themes that we found in the user research
Researching competitive approaches to recognize how AI is used across various help experiences
I conducted competitive analysis of AI tools from AI pioneers, social channels, and entertainment spaces
This revealed methods of content personalization, community help resources, and dynamic discovery
Key Insight #1
EA Help can rely on context-specific search, retrieval, synthesis, and organization to curate personalized help for players
Key Insight #2
EA Should stray away from static support pages and incorporate real-time EA Official and community solutions
Key Insight #3
Transparency, Accountability, & Fairness are pillars that safeguard trust between EA and players in the presence of AI
Live Ideation Workshop
From Categorization to Prioritization
I led an ideation workshop with my design team to generate potential approaches to surface AI tools across the EA Help ecosystem
After categorizing the most popular votes on ideas, I used the Rice framework to prioritize design decisions based on the reach, impact, confidence, and effort (RICE).
Ideation
Identifying how the AI experience can help retrieve and deliver help solutions across game articles
Let's picture how a Sims 4 Player would search for help in the gardening guide
As a player, I want to read AI-Summary Overviews so that I can avoid reading long articles to get my solution quickly. For reference, this is how much the player seens within the first screen. It's even longer on mobile experiences
Iterated through presenting design decisions and processes with my design team
I began with low fidelity exploration on AI summaries and community repsonses
Through feedback and constant iteration, I was able to refine high fidelity screens to be validated by usability tests
Mapping Pain Points for Next Iteration
Transcribing key participant responses across the user journey of the designs
I tested the final designs through an unmoderated usability test with 8 participants from the ages 23-48
There were a lot of insights, so I transcripted important insights onto a journey map of different tasks
01. Refine the Follow-Up
Capture the player's curiosity intent, rather than showing only static information of the article
I ended up changing a lot of the colors since they were not accessible at all. I used the contrast checker to help create these changes.
Researching competitive approaches to recognize how AI is used across various help experiences
I conducted competitive analysis of AI tools from AI pioneers, social channels, and entertainment spaces
This revealed methods of content personalization, community help resources, and dynamic discovery
03. Consider alternative starting points
Consider alternative starting points where the AI Follow-Up Logic can exist for more ambiguous use cases
This could look like showing dynamically changing content from the EA Community that is related to their game support page.
Final Designs
AI Overviews of EA Articles and EA Community
Generating personalized help and summaries from EA article and the EA Community
Ask Follow-Up Questions
Continue prompting the overview if the player has more specific questions about their help
Explain This & Show Related Help
Reveal more non-intuitive information about the player's help information if they require more explanations and source help
Reflections
Eternally grateful for all the wonderful experiences at EA, especially with the other interns
Outside of my internship role, I was also the "squad leader" where I organized intern socials and events at the EA Redwood Shores office. I had so much fun being a part of a community that is curious and driven in the video games space, and I am grateful to be a part of EA's Summer Internship 2025 with others.
p.s Ask me how I organized events at EA :)
