Silvia Calvet was educated in Information Sciences and completed her education with an e-business MBA. Today she is associate director of experience design at King, a marketing team focused on improving end to end player experiences.

At King Silvia and the team are introducing a service design mindset by analysing and defining experiences via customer journeys and personas, and moving from user ‘needs’ to an holistic understanding of players, their thinking styles and their context. The results are multidisciplinary teams have more resources to place themselves on the players’ shoes to improve short term and long term and discover new opportunities for the global audience of the Candy Crush Franchise