Principal UI Designer

📍 Job Overview

Job Title: Principal UI Designer Company: Happy Hour Games Location: Singapore, Singapore Job Type: FULL_TIME Category: Design Operations / GTM Operations (Implied focus on user-facing elements impacting GTM) Date Posted: 2025-11-03 Experience Level: 5-10 Years Remote Status: On-site

🚀 Role Summary

• Lead the UI art direction and vision for casual mobile games, directly influencing player perception and engagement which are critical for Go-To-Market (GTM) success.
• Translate complex game mechanics and GTM strategies into clear, intuitive, and visually compelling user interfaces that drive player adoption and retention.
• Collaborate cross-functionally with product, engineering, and marketing teams to ensure UI designs align with overall business objectives and user experience goals.
• Develop and maintain robust UI asset libraries and style guides that standardize visual elements, ensuring brand consistency in all player-facing touchpoints.
• Mentor junior UI artists, fostering a culture of high-quality design output and continuous improvement within the design operations function.

📝 Enhancement Note: While the role is "Principal UI Designer," its impact on player experience and game adoption makes it relevant to GTM operations by ensuring the product's user interface effectively supports acquisition, engagement, and retention strategies. The "Operations" aspect is derived from the need to standardize processes, maintain asset libraries, and ensure consistent execution of design vision, akin to operational efficiency in other GTM functions.

📈 Primary Responsibilities

• Define and champion the overarching UI art direction and visual strategy for all casual mobile game titles, ensuring a cohesive and engaging player experience from onboarding to advanced gameplay.
• Design and iterate on a wide range of user interface elements, including menus, HUDs, pop-up notifications, onboarding flows, and in-game tutorials, with a focus on clarity, usability, and aesthetic appeal.
• Create high-fidelity, production-ready UI assets (icons, buttons, panels, backgrounds, etc.) meticulously optimized for various mobile screen resolutions and performance constraints.
• Act as the primary liaison between design, art, engineering, and product management teams, ensuring seamless integration of UI designs into the game development pipeline and timely issue resolution.
• Establish, document, and maintain comprehensive UI design guidelines, pipelines, and asset management systems to promote efficiency, consistency, and scalability across multiple game projects.
• Mentor and provide constructive feedback to other UI artists, fostering their professional development and ensuring adherence to the established art direction and quality standards.
• Conduct thorough research and analysis of competitor games and industry UI trends to identify opportunities for innovation and continuous improvement in player engagement and user satisfaction.
• Collaborate with marketing and GTM teams to ensure UI elements effectively support promotional campaigns, user acquisition efforts, and in-game monetization strategies.

📝 Enhancement Note: The responsibilities are expanded to explicitly link UI design to GTM outcomes such as player adoption, retention, and support for marketing campaigns, aligning with the operational aspect of ensuring effective product presentation.

🎓 Skills & Qualifications

Education:

• A Bachelor's degree in Graphic Design, UI/UX Design, Digital Art, or a related field is preferred, though equivalent practical experience will be strongly considered.

Experience:

• A minimum of 5 years of dedicated experience in graphic design or UI design, with a significant portion focused on digital products, specifically mobile applications or games.
• Demonstrable experience in a Principal or Lead design role, with a proven track record of defining and executing design vision.

Required Skills:

• UI Design Leadership: Proven ability to lead UI art direction and establish a compelling visual vision for digital products, particularly mobile games.
• User-Centric Design: Deep understanding of user psychology, player engagement drivers, and the ability to translate complex concepts into intuitive and visually appealing interfaces.
• Visual Design Expertise: Mastery of fundamental design principles, including visual hierarchy, color theory, layout composition, typography, and iconography.
• Creative Suite Proficiency: Advanced proficiency with industry-standard design and prototyping tools such as Figma, Adobe Creative Suite (Photoshop, Illustrator, After Effects), or similar platforms.
• Mobile Optimization: Strong understanding of mobile design constraints, performance considerations, and best practices for creating assets optimized for various devices and screen sizes.
• Cross-Functional Collaboration: Excellent communication and interpersonal skills to effectively collaborate with diverse teams including product managers, engineers, artists, and marketing professionals.
• Problem-Solving Acumen: Strong analytical and problem-solving skills to identify design challenges and develop effective, data-informed solutions.
• Mentorship & Feedback: Experience in mentoring junior designers and providing constructive, actionable feedback to elevate team performance.

Preferred Skills:

• Game Design Fundamentals: Familiarity with game design principles, mechanics, and the player journey in casual mobile gaming.
• Motion Graphics & Animation: Experience with UI animation and motion graphics to create dynamic and engaging user experiences.
• UI/UX Research: Understanding of user research methodologies and the ability to incorporate user feedback into design iterations.
• Agile Development: Experience working within Agile/Scrum development methodologies.
• Data Analysis: Ability to interpret user data and analytics to inform design decisions and measure UI effectiveness.

📝 Enhancement Note: The "Required Skills" section is enriched with operations-specific keywords such as "UI Design Leadership," "User-Centric Design," "Mobile Optimization," and "Problem-Solving Acumen" to highlight the operational aspects of design execution and team management.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A comprehensive portfolio showcasing a minimum of 5 years of professional UI design work, with a strong emphasis on mobile applications or games.
• Case studies that clearly articulate the design process, challenges faced, and the user-centric solutions implemented, demonstrating a clear understanding of user needs and business objectives.
• Examples of high-quality UI asset creation, including icons, buttons, menus, and HUD elements, with attention to detail, consistency, and mobile optimization.
• Visualizations of UI/UX patterns effectively applied to enhance player engagement, streamline user flows, and support GTM strategies such as onboarding and retention.
• Demonstrations of proficiency with key design tools (e.g., Figma, Adobe Creative Suite), including prototypes or interactive mockups that illustrate design concepts and user interactions.

Process Documentation:

• Evidence of establishing and maintaining UI design pipelines, style guides, and asset libraries, showcasing an organized and scalable approach to design operations.
• Examples of how design decisions were informed by user feedback, data analysis, or A/B testing, highlighting a data-driven approach to UI development.
• Documentation of collaboration processes with engineering and product teams, illustrating effective communication and integration strategies to ensure seamless implementation.
• Examples of UI problem-solving, detailing how complex design challenges were addressed and resolved to improve user experience and achieve project goals.

📝 Enhancement Note: This section emphasizes the "operations" aspect of design by focusing on process documentation, pipeline establishment, asset management, and data-driven decision-making, which are critical for scalable and efficient design execution.

💵 Compensation & Benefits

Salary Range:

• Based on industry benchmarks for a Principal UI Designer in Singapore with 5-10 years of experience, the estimated annual salary range is SGD 90,000 - SGD 130,000. This estimate considers the high cost of living in Singapore, the specialized nature of game UI design, and the seniority of the Principal level.

Benefits:

• Supportive Learning Environment: Access to training, workshops, and resources to foster continuous skill development in UI design, game design, and emerging technologies.
• Well-being and Personal Growth: Comprehensive health and wellness programs, including medical coverage, mental health support, and opportunities for professional development and personal enrichment.
• Impactful Work in a Growing Industry: The chance to shape the user experience of popular mobile games in a rapidly expanding industry, contributing directly to player enjoyment and company success.
• Collaborative Team Culture: A dynamic and supportive work environment with opportunities for cross-functional collaboration and team-building activities.
• Competitive Compensation & Equity: Beyond salary, potential for performance-based bonuses and stock options, reflecting the company's growth trajectory and employee contributions.

Working Hours:

• Standard full-time working hours, typically around 40 hours per week, with a focus on work-life balance and flexibility where possible to accommodate project deadlines and personal needs.

📝 Enhancement Note: Salary is estimated based on regional data for a Principal UI Designer role, factoring in experience and location. The benefits are detailed to highlight their relevance to a design professional focused on growth and impact.

🎯 Team & Company Context

🏢 Company Culture

Industry: Mobile Gaming (Casual Games), Technology, Entertainment. Happy Hour Games operates within the vibrant and competitive mobile gaming market, focusing on creating accessible and enjoyable casual games. This industry is characterized by rapid innovation, a strong emphasis on player engagement, and a dynamic GTM landscape driven by user acquisition and retention metrics.

Company Size: Small to Medium-sized (Implied from startup nature). As a relatively new studio aiming to establish itself in Singapore, Happy Hour Games likely fosters a close-knit, agile, and collaborative environment. This size often means more direct impact for individuals and closer collaboration across departments.

Founded: Recent (Implied from "establish a game studio right here in Singapore"). The company is in its foundational stages, offering a unique opportunity to influence the studio's culture, processes, and direction from an early point.

Team Structure:

• Core Game Development Team: Likely comprises game designers, artists (including UI/UX and 2D/3D), engineers, and potentially QA testers.
• Leadership: Founders and early management will guide the studio's strategic vision and operations.
• Cross-Functional Collaboration: Close working relationships are expected between design, art, engineering, and potentially marketing/product as the company scales. The Principal UI Designer will be a key collaborator, ensuring the user-facing aspects of games align with overall GTM and product goals.

Methodology:

• Iterative Development: Expect a focus on rapid prototyping, user testing, and iterative design improvements common in game development.
• Agile Practices: Likely employ agile methodologies to manage development cycles, respond to feedback, and ensure efficient project delivery.
• Data-Driven Design: Emphasis on using player data and analytics to inform UI/UX decisions and optimize engagement metrics.

Company Website: https://www.happyhourgames.sg/ (Assumed based on domain derived)

📝 Enhancement Note: The company context is framed to highlight the opportunities and challenges for a design professional joining a growing game studio, emphasizing the impact on product and GTM strategies.

📈 Career & Growth Analysis

Operations Career Level: Principal Designer. This role signifies a senior leadership position within the design function. The Principal UI Designer is expected to not only execute high-level design work but also to set strategic design direction, mentor others, and influence cross-functional teams. In a GTM context, this level implies owning critical user touchpoints that directly impact acquisition, engagement, and revenue.

Reporting Structure: The Principal UI Designer would likely report to a Head of Design, Creative Director, or a Studio Lead. They will work closely with Product Managers, Lead Engineers, and potentially Marketing leads, forming a core group driving game development and GTM strategy.

Operations Impact: The UI is the primary interface through which players interact with the game. Therefore, the Principal UI Designer's work has a direct and significant impact on:

• User Acquisition: Intuitive and appealing UI can improve conversion rates from ads and app store listings.
• Player Engagement: Well-designed interfaces make games easier and more enjoyable to play, leading to longer session times and higher retention.
• Monetization: Clear and effective UI for in-app purchases, ads, and other monetization strategies directly influences revenue.
• Brand Perception: Consistent and high-quality UI contributes to a positive brand image for Happy Hour Games.

Growth Opportunities:

• Leadership Expansion: Opportunity to build and lead a UI/UX design team as the company grows.
• Strategic Design Influence: Play a pivotal role in defining the design philosophy and future game concepts for Happy Hour Games.
• Skill Specialization: Deepen expertise in areas like player psychology, GTM strategy integration into UI, or advanced UI animation.
• Industry Recognition: Contribute to games that gain significant traction, building a portfolio with industry-wide impact.
• Potential for Equity/Ownership: As an early principal hire, there may be opportunities for equity or profit-sharing as the company scales.

📝 Enhancement Note: This section details the "Principal" level's strategic importance, particularly its GTM impact, and outlines growth paths relevant to senior design roles in a growing company.

🌐 Work Environment

Office Type: On-site, likely a modern studio environment designed for collaboration and creativity. Given the focus on establishing a studio in Singapore, it's expected to be a physical workspace conducive to team interaction.

Office Location(s): Singapore, Singapore. This implies a vibrant urban setting with access to talent and a strong tech/gaming ecosystem.

Workspace Context:

• Collaborative Hub: The workspace will likely feature open-plan areas, meeting rooms, and dedicated project spaces to facilitate seamless communication and brainstorming among designers, artists, engineers, and product teams.
• Tools & Technology: Access to high-performance workstations, the latest design software (Figma, Adobe Creative Suite), and potentially VR/AR equipment for prototyping or immersive design exploration.
• Team Interaction: Frequent opportunities for informal discussions, design critiques, and cross-functional alignment meetings, crucial for rapid iteration in game development.

Work Schedule: A standard full-time schedule (e.g., 5 days a week) with an emphasis on achieving work-life balance. While deadlines are inherent in game development, the company promotes a supportive environment that values employee well-being. Flexibility might be offered for specific needs, but the core expectation is on-site presence for collaboration.

📝 Enhancement Note: The description of the workspace and work schedule is tailored to a creative studio environment, emphasizing collaboration and the tools necessary for advanced UI design.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A brief call with HR or a recruiter to assess basic qualifications, experience, and cultural fit.
• Portfolio Review & Technical Interview: A deep dive into the candidate's portfolio, focusing on specific case studies, design process, problem-solving approaches, and technical proficiency with design tools. This stage will assess the candidate's ability to lead UI direction and create high-quality assets.
• Design Challenge/Whiteboard Session: Candidates may be asked to work through a design problem live or complete a take-home assignment. This could involve designing a specific UI flow, critiquing an existing design, or outlining a UI strategy for a new feature. The focus will be on their thought process, problem-solving skills, and ability to articulate design decisions.
• Cross-Functional Interviews: Meetings with key stakeholders from engineering, product management, and potentially marketing. These interviews will evaluate collaboration skills, communication effectiveness, and the ability to align UI design with broader GTM and product objectives.
• Final Interview: A conversation with the studio leadership or founders to discuss the candidate's vision, leadership potential, and long-term fit with Happy Hour Games' culture and strategic goals.

Portfolio Review Tips:

• Showcase Impact: For each project, clearly articulate the problem, your role, the design process, and the tangible outcomes (e.g., improved engagement, player satisfaction metrics, successful GTM integration). Use metrics where possible.
• Process Over Polish: While polished visuals are important, demonstrating a robust and thoughtful design process is key. Explain your decision-making rationale, user-centric considerations, and how you iterated based on feedback or data.
• Highlight Leadership: Include examples where you've led design initiatives, mentored others, or set strategic design direction, especially if relevant to game UI.
• Mobile-First Focus: Ensure a significant portion of your portfolio demonstrates expertise in mobile UI design, including asset optimization and platform-specific considerations.
• Storytelling: Present your work as compelling narratives. Start with the challenge, walk through your solution, and conclude with the results.

Challenge Preparation:

• Understand the Game Context: If given a game-related challenge, familiarize yourself with the casual mobile game genre, common UI patterns, and player motivations.
• Focus on Process: Even for a short challenge, outline your approach: understanding the problem, identifying key user needs, brainstorming solutions, and prioritizing elements.
• Articulate Trade-offs: Be prepared to discuss design decisions and the trade-offs involved (e.g., complexity vs. usability, aesthetic appeal vs. performance).
• Showcase Collaboration Potential: Demonstrate how you would gather feedback and collaborate with other disciplines to refine the design.

📝 Enhancement Note: This section provides specific, actionable advice for preparing a portfolio and navigating interviews for a senior design role, emphasizing the need to demonstrate GTM impact and operational excellence in design execution.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for UI design, prototyping, and collaborative workflows. Expect to use it for high-fidelity mockups, interactive prototypes, and design system management.
• Adobe Creative Suite:
  • Photoshop: For detailed asset creation, image manipulation, and texture work.
  • Illustrator: For vector-based icon design, logos, and scalable UI elements.
  • After Effects (or similar): For UI animations, motion graphics, and dynamic visual effects to enhance player experience.
• Prototyping Tools: Figma's built-in prototyping capabilities, or potentially specialized tools if the company uses them for advanced interaction design.

Analytics & Reporting:

• In-game Analytics Platforms: Tools like GameAnalytics, Firebase Analytics, or Amplitude for tracking player behavior, engagement metrics, and conversion funnels. Understanding how UI impacts these metrics is crucial.
• Data Visualization Tools (Optional but beneficial): Tools like Tableau or Power BI might be used to analyze and present performance data to stakeholders.

CRM & Automation:

• While not directly used by the UI Designer, understanding how CRM and marketing automation platforms feed into user acquisition and retention campaigns can provide context for UI design decisions that support GTM efforts. Familiarity with how user data is managed and utilized is beneficial.

📝 Enhancement Note: The tools listed are standard for UI design in game development, with an emphasis on those used for collaboration, asset creation, and performance analysis relevant to GTM impact.

👥 Team Culture & Values

Operations Values:

• Player-Centricity: A deep commitment to understanding and serving the player, ensuring every design decision enhances their enjoyment and experience.
• Excellence & Craftsmanship: A dedication to producing high-quality, polished work with meticulous attention to detail in both visual design and user flow.
• Collaboration & Transparency: Fostering an open environment where ideas are shared freely, feedback is constructive, and teams work together seamlessly towards common goals.
• Innovation & Adaptability: Embracing new ideas, technologies, and design trends to continuously improve the player experience and stay ahead in the competitive gaming market.
• Efficiency & Scalability: Building design systems and processes that are not only effective but also scalable, allowing the studio to grow and launch multiple titles efficiently.

Collaboration Style:

• Cross-Functional Synergy: Encouraging a highly collaborative approach where designers, artists, engineers, product managers, and marketing professionals work in tight integration, breaking down traditional silos.
• Iterative Feedback Loops: Implementing regular design reviews, playtesting sessions, and feedback mechanisms to ensure continuous refinement and alignment across all disciplines.
• Knowledge Sharing: Promoting a culture of sharing best practices, design techniques, and insights through internal workshops, documentation, and mentorship.

📝 Enhancement Note: The values and collaboration style are framed to reflect a creative, fast-paced studio environment where operational efficiency in design is as important as artistic vision.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Player Experience with Business Goals: Effectively integrating monetization strategies and GTM requirements into UI designs without compromising the core player experience and enjoyment.
• Rapid Iteration & Production Demands: Managing the fast-paced nature of game development, requiring quick design turnarounds, adaptation to changing requirements, and maintaining high quality under pressure.
• Cross-Disciplinary Communication: Ensuring clear and effective communication with engineering, art, and product teams, translating complex design intentions into actionable development tasks.
• Staying Ahead of Trends: Continuously evolving UI aesthetics and interaction patterns in a dynamic mobile gaming market to keep games fresh and engaging.

Learning & Development Opportunities:

• Advanced UI/UX Techniques: Opportunities to explore cutting-edge UI design patterns, advanced animation, and immersive technologies (AR/VR) relevant to future game development.
• Game Design Fundamentals: Deepening understanding of game mechanics, player psychology, and monetization strategies to better inform UI design decisions.
• Leadership Development: Training and mentorship to hone leadership skills, enabling effective team management and strategic design influence.
• Industry Conferences & Networking: Attending major gaming and design conferences to gain insights, network with peers, and represent Happy Hour Games.

📝 Enhancement Note: Challenges are framed to be specific to the game industry and a senior design role, with growth opportunities linked to both technical and leadership development.

💡 Interview Preparation

Strategy Questions:

• "How would you approach defining the UI art direction for a new casual mobile game, considering our goal of widespread player adoption?" (Focus on your process, research methods, and how you'd align with GTM.)
• "Describe a time you had to balance conflicting design requirements (e.g., player preference vs. technical constraints, or monetization needs vs. user experience). How did you resolve it?" (Assess problem-solving, negotiation, and decision-making.)
• "Walk us through your process for creating a comprehensive UI style guide and asset library. What are the key components, and how do you ensure adherence?" (Evaluate your approach to operationalizing design.)

Company & Culture Questions:

• "What excites you about Happy Hour Games' mission and the casual mobile gaming space?" (Show genuine interest and understanding of the company's niche.)
• "How do you see the UI design function contributing to our overall Go-To-Market strategy?" (Demonstrate an understanding of how UI impacts acquisition, engagement, and retention.)
• "Describe your ideal collaborative environment with engineers and product managers. How do you ensure alignment and effective feedback loops?" (Assess your teamwork and communication skills.)

Portfolio Presentation Strategy:

• Structure Your Narrative: For each project, clearly state the objective, your role, the challenges, your design process, key decisions, and the results achieved. Quantify impact whenever possible.
• Highlight Process & Rationale: Don't just show final screens; explain why you made certain design choices. Discuss user research, iteration, and problem-solving.
• Demonstrate Leadership: If applicable, showcase instances where you led design initiatives, mentored others, or influenced strategic direction.
• Focus on Mobile & Games: Ensure your most relevant work for mobile games is prominent and clearly articulated.
• Prepare for Q&A: Anticipate questions about your design choices, challenges, and how you would approach future projects at Happy Hour Games.

📝 Enhancement Note: Interview questions are tailored to a Principal UI Designer role, focusing on strategic thinking, GTM impact, operational excellence in design, and collaborative problem-solving.

📌 Application Steps

To apply for this Principal UI Designer position:

• Visit the provided Workable link and submit your application.
• Portfolio Customization: Tailor your portfolio to highlight your most relevant mobile game UI design experience, emphasizing leadership, process, and impact on player engagement and GTM goals.
• Resume Optimization: Ensure your resume clearly articulates your 5+ years of experience, leadership roles, proficiency in key design tools, and any experience in the gaming industry or with GTM-related UI elements. Use keywords like "UI Art Direction," "Player Engagement," "Mobile Optimization," and "Cross-Functional Collaboration."
• Interview Preparation: Practice articulating your design process, leadership experience, and problem-solving approaches. Prepare to discuss specific case studies from your portfolio and how your skills align with Happy Hour Games' mission.
• Company Research: Thoroughly research Happy Hour Games, their existing titles (if any), and the casual mobile gaming market. Understand their stated values and how your design philosophy can contribute to their success.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.

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