profile

My name is Quinn Choo, and I am a Lead UI / UX Designer with 10 years of experience across AAA console, PC, and mobile titles at Ubisoft, NetEase, and Tencent. I specialize in defining visual language and end-to-end art direction for established franchises — from initial direction-setting through production and engine integration. Track record of shipping immersive UI across realistic and stylized genres, multiple platforms, and global markets. Experienced leading design teams and presenting art direction to both internal teams and external franchise partners. Fluent in English and Mandarin.

DESIGN PHILOSOPHY

I believe in function over form, but that doesn’t mean game UI has to look boring.

UI exists to translate the game world into information the player can act on — clearly, instantly, without friction. It is infrastructure. The best version of it is invisible until it is needed

Design consistency builds trust. Pattern recognition builds confidence. Every screen, every icon, every feedback state is a vocabulary the player learns — and once learned, it should never surprise them. I design systems that players absorb without thinking, so they can stay inside the game instead of navigating around it.

Visual quality still matters — immersion requires craft. But ornamentation that competes with gameplay isn't polish, it's noise. The discipline is knowing which visual choices serve the player and which ones serve the designer's ego.

Accolades

★  NetEase Art Design Center Outstanding Contribution Award

★  Nominated by Ubisoft for 30 under 30

If you like what you see, and would like to get a copy of my resume, please feel free to reach out to me at littlenutcase@gmail.com