Andrea Serfaty is a Principal UX Designer working on Candy Crush Saga at King, where she focuses on shaping player experiences in live game systems. She loves design, she loves games, and she’s especially interested in the space where the two stop being separate things. Her work explores how gameplay, events, and features come together to influence player behavior and long-term engagement. Her current focus is understanding how UX evolves into Player Experience Design, and what it means to design for attention, motivation, and meaningful fun in 2026.
