
Scalable & Responsive UI Product
2023
Parkwide Gamification On A Massive Scale
Overview
Role:
Art Director, UI/UX Lead, Illustrator, Designer
Project Focus:
Complete UI design, from scratch.
Mission
Statement:
Create a complete, scalable, responsive product that can educate, inform and entertain visitors park-wide.
Tools & Software
Adobe Creative Cloud, XD & Miro
Aims & Focuses
What does the product aim to achieve through great UX design?
Must be accessible for Children under 5
Must be ADA complient & accessible for wheelchair users
Must be perpetual dual language across the UI (Arabic / English)
Must capture the new positioning of the SeaWorld brand; focussing on education of aquatic life, humanitarianism and fun without exploitation
Design consistency across both information and Gameplay UIs, adaptability across orientations, resolutions and devices (Kiosks, Tablets & Mobile)
Complete Parkwide Design
As lead UI designer for this project, I produced a lot of the content personally while working in-tandem with another designer, who was tasked with replicating my illustrative style previously outlined earlier in the project, on the large catalogue of designs we needed to complete together. Concept Art assets and in particular digital painted works were supplied in-house from excellent Concept artists for us to utilise, and sometimes I would produce these personally if needed.
These items served as peripheral design work that would eventually integrate and become UI assets to a the Theme Park game UI project.
I am incredibly proud of the work produced for these items, as were our clients, who liked the designs so much they immediately outlined plans to produce physical pins based on these designs.
The P.O.R.T. (Points of Research Technology) Kiosks that were dotted around the park were to act as the hub for all of the park’s general needs, as well as serving as the interaction points for player’s profiles in the park’s games. There were several requirements I had to factor into the design of the P.O.R.T. UI, namely ADA access for wheelchair users, and children, who wouldn’t be tall enough to interact with the top third of the screens, meaning all my interaction had to be based around the bottom area of these 55” kiosk screens.
14 Gameplay UI Prototypes


Realm Medals & Achievement Badges
A large element to my work on SWAD was the creation of hundreds of Badges and Medals, that would be awarded to the players in-game, as accomplishment and progression trophies for their playthrough of the parkwide game. The Realm medals shown here, I am particularly proud of as they were very extensively illustrated, drawn freehand using Adobe Illustrator; they were very popular with the client, who loved them so much they wanted to turn them from the initial digital-only designs and manufacture them into physical badges to sell in the in-park stores.








































