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Aeria Games and Entertainment is an online game publisher with headquarters in Berlin, Germany, a subsidiary of ProSiebenSat.1 Media, operating an internet gaming portal for massively multiplayer online games (MMO). The company was founded in 2006 but is not until 2014 that hits the market when it's bought by ProSiebenSat.1 Media.

In 2014 Aeria contact me to build their UX and art direction for their PC games, until then they had a design team that was exclusively dedicated to mobile games, so the PC games UX was unattended, and customer support was filling up the portal without any art direction or business plan.

The brand new UX of Aeria Games was built on-site although as a freelance, to speed up communication and testing with the teams. The new features for the catchment of new customers included:

— Extensive research on the market for the implementation of best practices and style guidelines.
— Actual representation of the items being sold and image enhancement of these.
— Definition of styles for each different page of the portal, so that customers now knew where they were, and what they were supposed to do there.
— Analysis of results weekly, to incorporate results to working practices.
— Design and coding of interactive tools, prior to 2014 the company was using photoshop designs that could not be analysed on results and KPI.
— Animated hover gifs on the shop to enhance performance.
— Design of new functionality tools to bring the best company tools to the front of the web portal in a friendly manner.
— Implementation of a brand new creative marking, where actual players were asked about expectations.
— Design of a new UI using modern standards of programming in html5, that was built respecting the original in-game one, but with a new modern and minimalistic approach.
— Social media was not being used at all until 2014, so a new asset creation line was created, so that the games had weekly representation on media.
— An in-house accessible archive was created, housing all the company assets and promotions for PC games, carefully named to enhance SEO, and prepared to find assets in 7 different languages. With the establishment of the new archive now employes could also find straight away all images related to corporate identity, therefore unifying and creating a more solid presence online.
— SEO Onpage best practices were adopted on the new UX system: Performance analysis, content descriptions, detailed links and keywords optimization.



Besides the design of the UX, UI and art direction of PC games of Aeria Games, other projects were also developed. Aeria grew from 2014 to 2017, from 75 employers to 250, and as the company acquire new franchises, teams grew and new teams were also created. To speed up processes and reduce costs, an agile framework was also created on Google Sheets, to suit the needs of design and for the sake of having a great portal that hook on customers in great and new experiences. Using a single Google Sheets template, all the teams participating in the design process (localization, production, marketing, management, customer service and graphic design), were able to input their take in the process of creating news and promotions for the portal, so no longer was necessary to send emails or lose any information in the way. Using Google Sheets formulas to bring in the new UI, images and code bits, then the person responsible for putting up the content on the portal, only had to copy one, the last, text field from the Google Sheets and that already included all the images, UI, different languages and CTA. With this new workflow, all the teams were able to see the process, and were, therefore, less worried about organization, emails or tasks remembering. The coding of the Google Sheets was done in-house by Aeria Games.



Another take as a designer was the creation of weekly promotions for the main franchises of Aeria Games: Shaiya, Scarlet Blade & Echo of Soul. For this purpose, a template was created in photoshop that would export all the different necessary elements for the promotions of the games in 7 different languages. Until 2014 Aeria was showcasing random images of the products sold, they had a few templates to fit everything. But with the new art direction and creative marketing, an in-house process was developed to acquire a collection of screenshots of the elements to be sold on the portal, so each time a promotion was on the run, it would showcase actual in-game images, therefore, customers were now able to see what they got before the purchase, this increased highly sales and company projection on the market.



The results of the new practices, new UX, UI, fantasy art, coding, etc... can be seen on this website, and some practices and fantasy art still remains at Aeria Games portal, althought in 2017 it was bought by Gamigo Games and they changed many things, taking away much importance to design and UX: www.aeriagames.com


Daniel Pérez is a graphic designer practising since 2010, offering design and communication consultancy for clients of diverse fields. Passionate about creating concrete, conceptual and constructivist messages, specialized at understanding projects as a whole, and applying design programs steady to the project's roots.

email@danielperez.studio
+34 612.523.003
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After attending the Llotja School of Art and the Camberwell College of Art, Daniel graduates in Graphic Design at Central Saint Martins College of Art & Design in London. Starts working for Magrada Studio in Barcelona designing the exhibition "Sagrada Familia: Moved by Beauty", with architect Chiara Curti from Sagrada Familia as art director. Later develops the art direction, creative marketing, UX/UI, art and code, of the German company "Aeria Games & Entertainment" PC games portal, subsidiary of "ProSieben Media". Daniel also develops projects with independent artists as well as self-initiated and has collaborated with Casa Asia Barcelona, Clase, Micro Mutek, Inaxi Holland and Fabra i Coats. In 2020 embarks into curational practice with "SPEHV", aimed at promoting a 'think global/act local' attitude, and into editorial practice with "Cuan Libros", a book laboratory creating activities with people in danger of social exclusion.

Organizations:

'SPEHV' Curational neurourbanist activism.
'Cuan Libros' Book laboratory.

Exhibitions:

— 2013 ‘Circle’ 45 minutes long AV project at ‘Fabra i Coats Barcelona’, built out of footage sent by attendants, then assembled without a sense of content, only following the idea of the circle as a concept, to create an abstract inclusive narrative about constructions, individuality and group. Shown along another 49 catalan artist as the inauguration of the building.
— 2012 ‘Reality Check’ 45 minutes AV project shown at Micro Mutek Barcelona, visual exploration of the work by Gregory Bateson ‘Mind and Nature’.
— 2011 ‘Intermission’ Group show organization and publication with Ariadna Serrahima, Sebastian Cabrera, Carla Tramullas and Juan Diego Tobalina at KKKB galery in Barcelona.
— 2010 ‘Assaig Entorn L’Improvisació’ Festival organization with Isabel Ollé around the idea of improvisation at Centre Cultural Can Xic Viladecans, during one day different activities happened randomly like music, poetry, dance and live painting.
— 2008 ‘Automaton Sentences’ Typographic posters shown at Central Saint Martins College of Art and Design bar, London.
— 2005 ‘Sand Sculpture Festival of Nanchang’ Sculpting of a 5x5x5 meters sand sculpture in the desert on Nanchang along with other 5 Spanish sand sculptors, an event organized by Casa Asia Barcelona and Inaxi Holland in China as a way to connecting both countries and create new commercial flows.