I pride myself on my multidisciplinary skillset and my work in interactive media and experience design extends beyond videos games to include XR, stereoscopic 3D, tabletop games, educational/serious games, sensor/Internet of Things-driven projects, themed entertainment, immersive theatre, transmedia/cross-media storytelling, interactive data visualization, and public interactives/responsive environments.
In short, I tend to gravitate toward cutting-edge projects that push technology in interesting and unexpected ways. If the phrases “that tech wasn’t intended to do that” or “I never expected that tech could be used in that way” are brought up in the production process, I take it as a challenge and I know I’m working solidly in my wheelhouse. My work covers such a broad range, it’s easy to say, “If it’s not one thing, it’s Annetta.”
I take a Tron-like approach to the work—”I Fight for the User.” For me, all design work, at its core, is UX design.
User Experience, regardless of the project, has always been a primary focus for me. Years of work as a performer have given me a unique ability to put myself in the place of others. Additionally, years of work in theatre and film production have given me a unique focus on the audience. With interactive design and production, that work translates to the End User (or Player / Guest / Customer / whatever term you’d like to use) who is both actor and audience.
This is why I eschew terms like “game designer” for the more inclusive term, “experience designer.” I start always with the user and what I want their ultimate experience and interaction with the project to be and build from there. My approach is to put the user first to determine their experience goals and then focus (and refocus as necessary) the needs of the team toward those goals.