The Sims 4 Vision, Conceptualization & UX Design
16800
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The Sims 4 Vision, Conceptualization & UX Design

Category
Branding, Digital, Product, Strategy, UX
About This Project

With new users flocking to the game, The Sims tasked Elephant with remaking their site to be more intuitive, while still maintaining a Simsy spirit— I was a lead designer on that team.

Challenge
The Sims is chaotically good fun, but not the most welcoming to newcomers. When the pandemic brought 10 million new players to the game, we needed to make new and existing Simmers feel equally at home.

Opportunity
Reimagine the Sims design system, product artwork, and e-commerce experience to guide and educate people about the game.

Idea
Chaos Organized. We turned chaos into order with a design system that welcomed new users and delighted long-time Simmers. Our system (lovingly dubbed “Sims Swiss”) simplified complexity while still allowing the game’s uniqueness to shine through.

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