Greg Herboek

Led 0-to-1 design, partnering with leadership to shape the AI platform vision and communicate its potential in major contract pursuits.

Led UX direction for collaborative analytics across desktop and VR, establishing the design system and interaction language.

Redirected the game toward exploration gameplay, guiding the design team around a new direction for an established franchise.

Defined the farming-game concept and earned its greenlight through design and mockups that made the vision tangible.

Developed an AR product concept end to end, bringing together gameplay design, content, and technical implementation in a working prototype.

Directed creative and technical work for branded AR experiences, connecting team execution with the vision for future products.