Bringing structure to creativity.
Her favorite problem is the one most teams fumble: the gap between a brand players love and the screen they actually live in. She closes it with bright, player-driven systems that feel unmistakably on-franchise and alive.
Hillary is an Associate UI Director at Electronic Arts with 17+ years in design, more than a decade of them at EA, and a career that grew from designer to director on The Sims franchise. She leads zero-to-one direction across UI and UX in ambiguous, unannounced spaces and runs the design operations behind it: resource planning, headcount requests, budget cases, and the executive narrative decks that fund the work. She balances vision with execution, building design systems, leading global teams, and bringing structure to creativity.
I set the direction, and my team owns the creativity. I never want to be the bottleneck: I unblock, so nothing about me holds the team back from what they can accomplish. I lead by example, I listen, and I solve for their concerns to make their work easier, not harder.
I work in service of my team and of leadership to make the best products possible. I play with AI tools myself and learn them deeply, because the team deserves a leader who lives in the change instead of managing it from the edge.
Associate UI Director
Senior Experience Designer, The Sims 4
Senior, then Lead UI Designer, The Sims Mobile
Lead UI Designer
Design & Leadership
Zero-to-One UI/UX Visual Direction · Creative Leadership · AI Transformation & Design Operations · Executive Narrative Decks & Sign-off Documents · Resource Planning, Headcount Requests & Budget Cases · Brand to In-Game Translation · Design Systems · Player Experience (PX) & Accessibility Research · Global Internal & External Partner Leadership
Technical
Technical fluency in Unity, Unreal & Perforce from years hands-on · Game UI tech stacks (Flash/Scaleform; evaluated Noesis, Coherent) · AI transformation & workflow innovation, hands-on with the tools
Tools
Figma · Adobe Suite · Sketch · Principal · Flinto · Miro · Jira · Asana · Scrum/Agile
Education
Bryant and Stratton College, Interactive Media Design, Summa Cum Laude