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

Our design process began with extensive research and analysis of player behavior, preferences, and feedback from the Battlefield community. We brainstormed and iterated on design concepts, focusing relentlessly on clarity, aesthetics, and functionality. The goal was to create a cohesive visual language that enhanced the player's experience without ever obstructing 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 array of badges and medals — each aligned with the overall visual identity of the game.

Outcome

The final UI enriches the Battlefield 3 experience by providing players with critical information intuitively — allowing them to understand their status at a glance. Menu systems are organized and visually appealing, making navigation effortless. Battlefield 3 sold over 5 million copies in its first week and the UI work became a reference point for subsequent DICE titles.