Hello! I’m Felix, an XR interaction and product designer. I spent over eight years improving live products for millions of players, and the last two building headset experiences that first-time users can pick up without a tutorial. The surface keeps changing. What people need from it doesn’t.

Interactive Badge UI
PRODUCT, UX DESIGN
AI, XR DESIGN
GAME DESIGN
STRATEGY
STORYTELLING
PROTOTYPING

Currently designing at Carnegie Mellon University. Previously at Blizzard Entertainment and SAP.
Open to relocation (U.S.)

Selected works

Open
Console
Designing how a three-person drone crew works as one. Turning coordination that lived entirely in voice into a shared system across web and mixed reality.

voxel SAM3

Small Pill UI
PRODUCT DESIGN
CROSS-PLATFORM SYSTEM
FIELD RESEARCH
XR INTERACTION
GRAND PRIZE
Step
Inside
A VR story you play with your gaze, your voice and your silence. Look at a stranger, talk, go quiet, and step inside them to hear what they really thought of you.

ANOTHER DIMENSION

VR EXPERIENCE DESIGN
GAZE INTERACTION
AI-DRIVEN CHARACTERS
NARRATIVE DESIGN
View
Flow
Evolving the Blizzard Battle.net Checkout experience across platforms to create a faster, more seamless purchasing journey.

Battle.net Checkout Redesign

Small Pill UI
UX/UI
PRODUCT DESIGN
DESIGN RESEARCH
PROJECT MANAGEMENT
Start
Create
Exploring how the traditional 2D design pipeline can be reimagined into an intuitive, spatial 3D workflow in XR that eliminates communication barriers and fosters innovation.

XReveal

Small Pill UI
XR PRODUCT
XR INTERACTION
EXPERIMENTAL DESIGN PROCESS PIPELINE
Explore
Page
Enhancing the Blizzard Battle.net Ecommerce experience to improve product clarity and user confidence before purchase.

Battle.net Product Page Redesign

Small Pill UI
UX/UI
PRODUCT DESIGN
DESIGN RESEARCH
Enter
Story
What happens when the audience becomes part of the story? An experimental interactive film exploring new forms of connection.

Anamnesis

Small Pill UI
INNOVATIVE INTERACTION DESIGN
EXPERIMENTAL DESIGN
FILMMAKING

Check out the Archive to see more of my work!

© 2026 Felix Choi Portfolio. All rights reserved.

Made with care and plenty of coffee

CONTACT

213 294 5690

hifelix.design@gmail.com

Open to new opportunities. Let's talk.