In 2021, The Sims was in the midst of a fundamental shift towards a live-services business, calling for a new engagement model that was truly digital-first by FY2023. To make this shift, The Sims needed to learn more about its players to serve them better—delivering dynamic, personalized content that helps them discover more from The Sims.

How can we help bring clarity to new players so they don’t feel overwhelmed in a very complex and (naturally chaotic) Sims world?

Elephant was tasked to map the player journey, drawing insights from research across the organization to create a single source of truth that rallies teams around the key barriers and opportunities to engage players.

We designed a flywheel model that inspired new pack art that enables players to better understand DLC, a reimagined shopping experience that pairs players with packs that speak to them, and dynamic performance marketing to engage players and give them a reason to play every day.

Led product strategy, vision, and design teams to deliver a cohesive visual system that provided players with intuitive ways to explore new packs.

This increased player shoppability as it made it easier to explore packs and quickly understand the content differences. This ultimately reduced information overload by making it easy for users to find exactly what they’re looking for with instant results.