EXPERIENTIAL
Squid Game: The Trials
Designing a Narrative UX Ecosystem for Netflix’s Largest Immersive Experience
overview
Transforming Netflix’s most-watched series into a real-world, interactive playground where fans could step into the world of Squid Game - and become part of the story.
I shaped the visual and narrative arc of Squid Game: The Trials, an immersive, playable experience with over 20,000 visitors. I led the concept development, helped shape the games, defined the design system for the leaderboard, the queuing and registration systems, and collaborated with cross-functional teams.
The result was a twisted playground of danger, and a new chapter in the canon, packing a narrative punch that left heads spinning.
Three interconnected digital apps
Game narrative arc
UX strategy across physical + digital
UI components and motion systems
New game design
Netflix via Superfly | Under Future Colossal
Art Direction, Narrative Systems, User Experience (UX) and Interface (UI)
4 months
Interdisciplinary (Creative Technologists, Physical Technology, Producers)
Photoshop, Illustrator, After Effects, Unity, Blender
Guests + Brand Ambassadors (BAs) + Operations
#Immersive Experience; #Gamified Narrative; #Interactive Installation; #UX Design #UI Design #Branded Activation
Squid Game HQ
Squid Squad
TL;DR
Designed and shipped a multi-app guest flow (Queue, Registration, Leaderboard) for a live Netflix experience serving 22,000+ guests in the first month
Maintained 80%+ lobby utilization during peak hours while balancing high-throughput guest UX with fragile real-world operations and manual overrides
Reduced onboarding friction to ~5 minutes per group from arrival to game-ready state, revealing how human-in-the-loop systems fail — and recover — at scale
