Enhancing the Street Football Experience
Product Designer · EA, FIFA Volta
On Volta, an underrated mode with a lot of potential, I owned the player journey: how people find their way around, what they work toward, and who they play with.
Fun, but easy to drift from
Volta in FIFA 23 blended street football with a fast, arcade feel, but players didn’t stay. They struggled to find modes and customization, unlocks felt unclear, and there weren’t enough ways to play with friends. Together, these held back engagement and hurt long-term retention.
Easy to start, rewarding to keep
I started by simplifying menus and how players reached game modes, which cut friction and made customization easier to find. Most of my work, though, was on progression and the social side. For progression, I made sure players always knew what they were working toward, with clear milestones and unlocks that felt worth earning.
For social, I explored ways to play with friends and smoother matchmaking, so the mode felt better together than alone. The balance mattered throughout: casual players had to jump in easily, while long-term players stayed invested.
Where design meets the game
With easier navigation, clearer progression and more ways to connect, players engaged more, spending more time customizing, competing and unlocking rewards.
Designing for football culture and the pace of gaming at once was a highlight of my career.