OVERVIEW
App migration
End-to-end experience guiding millions of players moving from Origin to their new home, EA App.
TIMELINE
Nov 2022 - Jun 2023
MY ROLE
Design
TEAMS
Design, Product, Engineering, Marketing, Legal, Brand
PLATFORMS
Windows
How do you move millions of users to a new platform — without breaking trust or creating chaos?
I led the design of a high-stakes migration experience that helped players transition smoothly from Origin to the EA app, while keeping churn and support volume low.
Context
EA was sunsetting Origin and launching a new desktop platform — the EA app. This shift needed to happen at scale, across cohorts, with minimal disruption to players’ experience or data.
Challenge
Players were loyal to Origin and sceptical about change
Legal and technical constraints shaped the rollout
Trust, retention, and brand reputation were on the line
Goals
Guide players through the transition confidently
Minimise drop-off and negative sentiment
Ensure account continuity and clear communication
Approach
In-app prompts in Origin with clear, reassuring messaging
Seamless handoff to the EA app, preserving user data and session state
Contextual, in-flow support content to pre-empt confusion
Phased rollout by user cohort with fallback paths and built-in safeguards
Outcome
Millions of users migrated with minimal friction
DAU shifted successfully from Origin to the EA app
Very low support volume for the size of the rollout
Became a model for future platform transitions
Key learning
Designing for trust means leading with clarity, not persuasion. Calming copy, steady pacing, and visible safeguards helped users feel in control. If I could improve one thing, I’d integrate lightweight sentiment feedback in-flow to track perception in real time. Designing for trust matters — clarity, reassurance, and pacing helped players feel in control. In future, I’d add in-flow sentiment tracking to close the loop.
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