Leandro Lima
Lead Experience Designer @Zynga
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WORK HISTORY
Lead Experience Designer @Zynga
London, GB
Star Wars: Hunters is a PVP shooter that players can enjoy on mobile devices and on Nintendo Switch. I joined the team before the game\'s launch, and my contributions helped establish the UX process that guaranteed that players\' experiences were always taken into consideration without compromising any important milestone of the game.Main responsibilities• Led the UX team of the game Star Wars: Hunters by advocating for the autonomy of the team members and empowering them to have ownership of UX decisions.• Advocated for UX excellence for stakeholders and non-UX roles at the company by creating and sharing educational material and talks explaining how good UX helps to create good products and games.• Defined the UX Vision, Principles and Pillars for the game, creating tools for everyone in the team to give feedback and understand the standards that define good design.• Defined the UX process, working models, working agreements, and pipelines that guaranteed that the UX always meets all the important production milestones.• Guided Player Research on Star Wars: Hunters by defining research plans and methodologies and writing reports that transformed quantitative and qualitative data into actionable insights that informed the game roadmap.• Executed qualitative and quantitative research by evaluating the proper methodology given the research questions. • Used tools like R and Jamovi to perform statistical analysis of data collected (T-Test, Chi-Squared, Linear Models, Mixed Models, ANOVA, etc.) using a diverse set of methodologies, such as MaxDiff, Conjoint Research, Surveys, etc.• Coached a team of UX Designers by helping them to grow their hard and soft skills.• Worked with game directors to influence the game\'s roadmap, focusing on balancing important KPIs and player aspirations.
EDUCATION
Universidade Paulista
Health and Physical Education/Fitness
The Open University
Bachelor of Science - BS, Psychology
SKILLS
ABOUT LEANDRO LIMA
Player-obsessed Design Leader with experience in mobile free-to-play and live-service games. Currently, I lead the UX and Meta-Design team at Zynga, owning game loops, economies, and progression systems that lift engagement and revenue while staying fun and fair. Previously, I led multi-disciplinary design squads for games and live digital products. As a Leader, I\'ve mentored designers in systems thinking and mixed-method research, defined growth-driven design strategy, and established quality bars through clear principles, values and vision. I also worked on upscaling Design teams by defining job descriptions and hiring strategies.As a leader, I act as a facilitator, fostering highly collaborative, workshop-driven environments where cross-team creativity flourishes and complex problems turn into elegant game systems players love. To do this, a lot of stakeholder management is necessary, and I support and coach my team on that.I also love to apply psychological principles to the design process and teach team members how to apply them when building highly polished and engaging interfaces. Lastly, I\'m not afraid of being a hands-on leader and working directly on the engine or on Figma to execute the design and product strategy.
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