shilpa raj

I’m a Senior UX Designer specializing in casual word, puzzle, and hybrid casual games across mobile (iOS & Android) and desktop. With 7+ years of experience, I focus on habit design, player research, and data-driven UX—taking games from concept to market with measurable player outcomes.

At PlaySimple Games (MTG portfolio company), I led end-to-end UI/UX for PlaySimple’s first hybrid-casual game, Hexa Tap Away—owning the player interface, visual language, and gameplay system from scratch, shipping to market in 45 days. I also spearheaded AI tooling adoption across the design org by integrating generative AI into UX Design workflows, ideation, and prototyping, while reducing UI and animation effort by 30+ hours per cycle.

I drive strategy through UX research and performance insights: UX metrics analysis, funnel analysis, competitive benchmarking, usability testing, and journey mapping in Miro/FigJam. I built engagement and player research frameworks adopted org-wide, including optimizing pop-up frequency/cooldowns to reduce player drop-off by 1.5%, and mentoring designers across 5 hires to deliver scalable, high-quality player experiences.