Zwift is a company with a product of the same name, an MMO fitness game for cyclists and runners. As users move in the real world, the force they generate is measured and their avatar is moved accordingly. The game launched in 2014 and there are over 1 million current paying subscribers across PC, Mac, Apple TV, iOS, and Android.

As one of 3 game designers on a live service MMO with over 1 million subscribers, I was responsible for full lifecycle product management and comprehensive feature design of gameplay features and systems spanning 6 platforms and 5 distinct user input control types. I led cross-discipline teams of up to 20 developers from early concept through post-launch updates for features with demonstrable bottom line impact on the service.

 

❂ Climb Portal, a procedural content creation toolset that enabled accurate simulation of real-world roads in our digital environment. I directly partnered with over 20 groups across the company while managing feature development. Created a recurring content creation and delivery pipeline that maintained engagement of >10% of MAU after 6 months. Launched simultaneously with the real-world Tour de France event, directly correlated with YoY +8% game engagement. Journalist Video Walkthrough

❂ Follow-up update that enabled users to choose amongst several activity difficulties and yet maintain a seamless, universal multiplayer environment.  This enabled a wider range of users to engage with the feature without splitting the userbase or increasing demand for content creation velocity.
Journalist Video Walkthrough

❂ Novel cross-platform user interaction architecture and refreshed UI functionality that was pivotal for the success of our multi-national controller hardware release. Stable >35% daily usage across active subscribers.
Journalist Video Demoing New UX on New Hardware

❂ Teleport, a feature that enabled easily accessible mid-ride grouping with friends or other riders of similar speed. Stable 5% daily usage across active subscribers. Journalist Video Walkthrough

❂ Adding 9 more user levels and rewards.

❂ A new user onboarding flow that directly correlated with +9% YoY trial user subscription rate.

❂ Development tooling that enabled content teams to flexibly script bicycle swaps, gameplay ability grants, rider costume changes, and XP allocations for users mid-ride.  The new capabilities directly led to the highest engagement ever for our marquee event, +25% YoY.