Nicole Lazzaro

Nicole Lazzaro
President, XEODesign, Inc.


Nicole Lazzaro, founder and president of XEODesign, Inc., is an award-winning interface designer and an authority on emotion and the player experience. A frequent speaker at industry events she writes extensively on games and why people play them. She has spent more than 17 years designing captivating experiences for all levels of players and users, from novice to expert, in many product genres.

Clients benefiting from her player experience research and design services include Sony, EA, The Cartoon Network, LeapFrog, Mattel, Sega, The Learning Company, Xfire, Broderbund, Roxio, Ubisoft, PlayFirst, GoPets, and Maxis. Her work on the emotional and cultural content of play has improved player experiences for more than 40 million people and helped expand the game industry’s emotional palette beyond the stereotypical range of anger, frustration, and fear. She has a degree in Psychology from Stanford University.


Location: Marina Ballroom F
Nicole Lazzaro (XEODesign, Inc.)
Think gamers get emotional from boiling lava monsters? Think again. From fiero to schadenfreude emotions increase focus, memory, learning, decision making, and performance. Similar emotions drive participation from Flickr to Facebook. Read more.

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