Electronic Arts considered bringing it’s Origin digital distribution platform to gaming consoles. This would provide a curated gaming experience to all EA players from within the game console itself, and provide a single sign-on across platforms.

Goals for the project were: 1. Give players a destination experience and provide rewards for completing in-game tasks. 2. Cross-promote other games within the in-game store. 3. Have one universal friends list.

I came in from the ground up, designing the entire consumer experience from scratch.

Origin landing page


Loyalty rewards tab giving players an incentive to complete certain tasks.


In-game storefront cross-promoting other EA games and downloadable content.