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Jessica Fleur

Hey there!

I design for the person on the other side.

Game and UX design, from the first tap to the live build. Psychology degree first, design second.

I’m Jess, a design leader who turns user insight into products people love. I lead and mentor a design team at Exient Publishing, shaping experiences end to end, from first concept to live release.

My domain happens to be games: fast, data-rich, and about as user-centred as design gets. I’ve led design on titles played by millions, but the discipline travels anywhere people and products meet.

Jessica Fleur, Lead Game Designer

The long way round

How I got here

Psychology, fine art, marketing, then design. It looked like wandering at the time.

  1. 012011

    Psychology

    I started with a Bachelor of Psychology: three years spent on why people behave the way they do, what motivates them, and where their attention actually goes. It is still the most useful design training I have had.

  2. 022014

    Art and design

    Then a Diploma in Design Foundation Studies and a Bachelor of Fine Arts in Digital Arts. Psychology had given me the why. This gave me the how, and the craft to build it.

  3. 032018

    User Acquisition

    I kicked off my career as a User Acquisition Artist, launching social platforms with inventive content-guideline strategies and creating high-impact marketing assets with story-driven hooks, working closely with analysts.

  4. 042021

    Design, for real

    Moving into game design pulled it all together. I bring a user-centric lens to game mechanics, wireframing, prototyping, and testing, always driven by player insight and creative curiosity.

I thrive in collaborative, honest, and fun teams, and I’m always exploring new ways to make products smarter, more meaningful, and more enjoyable. Whether it’s mentoring, prototyping, or problem-solving, I aim to elevate both the work and the team behind it.

The journey so far

Experience

  1. 2025 – Now

    Lead Game Designer

    Exient Publishing
  2. 2024 – 2025

    Senior Game Designer

    Exient Publishing
  3. 2021 – 2024

    Game Designer

    Exient Publishing
  4. 2018 – 2020

    User Acquisition Artist

    Exient Publishing

Academic background

Education

  1. 2015 – 2018

    Bachelor of Fine Arts in Digital Arts

    University of Malta
  2. 2014 – 2015

    Diploma in Design Foundation Studies

    University of Malta
  3. 2011 – 2014

    Bachelor of Psychology

    University of Malta

Skills

What I bring

UX & Research

  • User Experience Design
  • User Psychology
  • Wireframing & Prototyping
  • Usability Testing
  • Data-Informed Design
  • Design Documentation
  • Competitor Analysis

Design & Leadership

  • Team Leadership & Mentorship
  • Creative Direction
  • Concept Development
  • Strategic Thinking
  • AI-Assisted Design
  • Agile Workflows

Game Design

  • Game Systems Design
  • Level Design
  • Gameplay Tuning
  • Player Onboarding
  • Feature Ownership

Tools

  • Figma
  • Jira
  • Photoshop
  • Premiere
  • Lightroom

Off the clock

Outside of work

You’ll find me running, travelling, reading, or capturing the world through analogue photography.

What people say

Recommendations

A selection of recommendations from colleagues and leads on LinkedIn.

As a designer, it’s easy to fall into the habit of repeating the same ideas once you find success. It’s something a lot of designers in the games industry struggle with. But not Jessica.

Jessica is always learning and adapting alongside the industry. She actively looks for new tools, new strategies, and better ways to approach design. She’s not afraid to challenge old ideas or bring forward new ones.

Beyond her design skills, Jessica is a strong team leader. Her team trusts her advice, values her ideas, and looks to her for guidance. She creates an environment where people feel supported while still being pushed to grow.

Neville M.Neville M.Game Production, Publishing and Design

I first met Jess when she joined Exient as an Artist and showed a fantastic attitude and willingness to learn in that department, so naturally I was delighted when she discussed the possibility of moving into Design with me.

Her attitude towards any work is positive and she's not afraid to ask intelligent questions in order to deliver the best work possible. She gets along with everyone and is a pleasure to have on the team. I can trust Jess to do a thorough job of any task, starting with the research, then designing the feature, before writing it up in a logically ordered and complete design document.

Regarding her design skills she has always had a knack for understanding the player due to her interest in psychology, which helps with UX and anything player facing. She has quickly learnt so much about design that towards the end of working together she was handling large features independently and confidently. Jess would improve any team she joined with her design knowledge, work ethic and friendly personality.

Scott RombachScott RombachDesign Lead, formerly Exient

Jess is an extremely passionate, knowledgeable and dedicated individual. I worked closely with her on Lemmings and was always in awe of her flair for lateral design thinking. Her passion for player first design was invaluable during design sessions and she would always go that extra mile to make sure every feature, system or mechanic was the best it could be. I'd recommend Jess for any design position, and would happily work with her again if the opportunity arose.

Tim Newsome-WardTim Newsome-WardQuest & Level Designer

As of writing this I have worked alongside Jessica Zammit for 5 years, when she joined the same team as I at Exient on the UI art team as a junior UI artist. In this time I’ve had the opportunity to not just work alongside her but also establish a friendship with her. Jessica is a talented professional who makes the work process easy and enjoyable.

During this time Jessica and I worked closely together on projects such as Lemmings the official mobile game & Ultimate Sackboy. Working with her it was easy to see she was talented and a diligent worker from the start. Being young and fresh out of University, starting at a new company can be quite a challenge but she rose to the occasion and exceeded expectations time and time again. She was brilliant and passionate about the work and these aspects remained with her throughout the years at work. Having studies in psychology as well as game design gave her an interesting benefit of knowing how to further a user's experience when using our apps so her knowledge in UX combined with UI was a great attribute. Jessica continued to grow her skills as well as her soft skills, as she became a vital part of the UI team. For a smaller scale company we often had to do tasks that helped other departments, so for a while not only did she do UI/UX but she also did a large part of creating video adverts (animations), assets for the Play Store as well as creating and monitoring our social media platforms.

As time went on Jessica had the opportunity to focus on her bigger passion which was UX and joined the Game Design team. At this point she had a variety of skills, knowing how to animate (both with Premier and After Effects) Artistic skills, UX and UI knowledge and now the analytical skills that a Game Designer would need. Now as a Designer she creates wireframes of screen flow, working on FTUE and other main features seen in the mentioned apps. She is truly a passionate hard working person who doesn’t shy away from a challenge. Always eager and willing to learn, she will be an asset to any company or project. On top of all this she is a genuinely humble person with a personality that uplift morale and makes the workplace a better place. I highly recommend Jessica.

Silvio MicallefSilvio MicallefSenior 2D Artist (generalist)

It's hard to verbalise how profound the impact Jess has had on me during our time working together. Jess is a great designer, and a fun, relentless, passionate person who constantly has pushed above her role and expectations in order to deliver designs.

Jess handled so many different responsibilities while we were at Exient together, and did so with a smile and positive attitude, yet still had time to offer assistance and wisdom to those around her.

Jess's design documents were a standout product of hers, and were referred to by myself as well as others at Exient as a perfect example, covering all cases and edge cases, and made up with clear, easy to translate mockups and wireframes.

Jess's compassion makes her a natural leader, and while that wasn't her official role while we worked together, she inherited that responsibility and handled it to the highest level.

Jess taught me a staggering amount, and it was always a pleasure to be involved in the design process with her.

I truly believe any team would be privileged to have Jess in their ranks, as she has proven how diverse yet exceptional her design skills are.

Ben ShoesmithBen ShoesmithGame Designer

Jess is a diverse and professional creative with unique strength and perspective. She combines her study of psychology and art in all her work. Her diversity is demonstrated throughout her experience, working effectively in both the art and design teams.

Jess has an ongoing interest in creating the very best user experiences, offering a perspective that is hugely valuable to anyone wanting to create an expertly crafted product. She can be trusted to seek, coordinate and organise feedback and reviews.

She is a joy to work with, always professional. Taking the time to delve deep into a design challenge and surfacing with high quality, well presented work. Her commitment and dedication is matched by her enthusiasm and friendly personality.

James Roadley-BattinJames Roadley-BattinLead Artist at Electric Square

We’ve joined our hands on several projects throughout the years, and Jess is one of the best people I had as a coworker. I highly recommend her expertise to any person looking for an exceptional Designer, a real hardworking visionary. She is the most profound person I have met, and her ability to tackle any problem is remarkable, all while doing it with a warm smile. Jess would become an appreciated member of any team, and I can say with utmost confidence she is an outstanding, wise and dutiful professional.

Angelo BobocAngelo BobocQuality Lead & Advocate

Curious what I’ve made?
See the work.