EA / DICE

Overview

Battlefield 3, released October 25, 2011, is a critically acclaimed first-person shooter developed by DICE and published by Electronic Arts. My primary responsibilities included designing HUD elements for vehicles and soldiers, menu systems, end-of-round screens and the extensive badge and medal system. This was UI design at its most demanding — millions of players depending on split-second readability.

Process

The design process started with research into player behavior, preferences and community feedback. We iterated on concepts with a focus on clarity and function: the visual language had to support the player's experience without ever blocking their view of the battlefield. We developed wireframes and mockups for every HUD element, menu system and end-of-round screen, and designed a wide set of badges and medals, each fitting the overall visual identity of the game.

Outcome

The final UI gives players critical information at a glance without getting in the way. Menu systems are organized and clear, making navigation fast. Battlefield 3 sold over 5 million copies in its first week and the UI work became a reference point for subsequent DICE titles.