Zwift is a company with a live-service MMO of the same name that has been running for over a decade. Zwift boasts over 1 million paying subscribers across PC, Mac, Apple TV, iOS, Android, and a mobile companion app.
                   

As senior game designer, I was responsible for comprehensive feature design and full life cycle product management of systems and features spanning 6 platforms and 5 distinct user input control types. I led cross-discipline teams of up to 20 developers from early concept through post-launch updates for features with demonstrable bottom line impact for the company.

 

• Clubs, social groups that enabled private pre-scheduled activities, customizable player appearances, curated social group discovery, persistent chat via a mobile companion app, and much more. Data showed that users who joined a club were significantly more likely to remain subscribed 1 year later than non-club members.
          
• Novel cross-platform user interaction architecture and refreshed UI functionality that was pivotal for the success of our international controller hardware release. Stable >35% daily usage amongst active subscribers.

                    

• Climb Portal, a procedural content creation toolset that enables accurate simulation of real-world roads inside the game. I directly partnered with over 20 groups across the company while managing feature development. Launched simultaneously with the real-world Tour de France, directly correlated with YoY + 9% game engagement.

                     

• Empowered players to choose activity difficulty while maintaining a seamless, universal multiplayer cohort.  This increased feature accessibility without dividing the userbase or increasing content creation requirements.
                   
  
  

• Teleport, a feature that enabled accessible in-game grouping with friends or other players of similar ability. Stable 5% daily usage amongst active subscribers.
                    

 

• Added 9 more levels and associated rewards for players to pursue.
  
  

• A new user onboarding flow that directly correlated with +9% YoY trial user subscription rate.
  
  

• New developer tooling that enabled non-technical teams to flexibly script player-facing effects during live events. The new capabilities directly led to the highest engagement ever for our marquee event, +25% YoY.