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I designed an AI-Driven Community Experience displaying personalized help information and actionable navigation to players across official EA Channels

Timeline:

May 2025 - Aug 2025

Role:

Experience Design Intern

Team & Stakeholders

Experience Designers, Product Managers, Player Researchers, Service Designers, Design Technologists

Team Growth & Alignment Initiative

Fan Growth Team is responsible for creating accessible care services for thousands of active EA Players from troubleshooting, account management, and forums.

Overview:

Over the span of 12 weeks, I designed an AI-driven community experience on EA Help from hosting ideation workshops, creating product requirements and user research guidelines, to presenting my project to the larger Fan Growth for product buy-in across the larger Care-Everywhere initaitve.

Big Picture Idea

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.

Problem Context

For reference, this is how much the player seens within the first screen.

It's even longer on mobile experiences

So, here's what I was unraveling as an experience design intern —

How do we design an AI experience that displays personalized help information and actionable navigation to users across EA Help Pages?

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 apart 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 :)

I am the NDA guardian for this project.

If you wish to learn more, please contact Cody Mak
Email: codydmak@gmail.com
LinkedIn: www.linkedin.com/in/cody-mak/

p.s- he's a quick responder :)

Contact

codydmak@gmail.com

Connect

www.linkedin.com/in/cody-mak/

@2025 Cody Mak