Hi!

I'm a Senior UX Researcher at Microsoft (Xbox), previously at EA, turning user behavior into product strategy for 8+ years.

I lead research from early exploration to post-launch validation, combining qual and quant to understand why users do things and how many are doing them. I build frameworks teams actually use and work across product, design, and data science to make insights shape decisions, not just slide decks.

A few beliefs: good insights feel obvious in hindsight. Metrics that don't predict behavior are trivia. Research earns its influence by shaping what gets built.

Currently working on Candy Crush at Microsoft. Previously at EA, where mobile gamers taught me they have opinions and zero filter.

Thank you for dropping by!

About me

Research Projects

Redefining "Social" in Puzzle Games: How Research Split Into Two Strategies

The Problem The puzzle game I had been working on had social features, but engagement was low. The team's strategy seemed straightforward get players to add more friends, because player engages player and makes them retain better, right? Right? But they'd never validated two fundamental assumptions: Do players even want "social" features in the puzzle game? What does "social" actually mean in this context? Most of my initial conversations in this regard went like something li

Arpita Chandra

From Concept to Reality Check: Market Research

The Problem The team had a new product to be built. A new competitive multiplayer concept that was sure to be greenlit. Budget meetings, timeline projections, possible franchise deliberations. The pitch was compelling: an underserved market segment with room to innovate, a classic blue ocean opportunity. The research team was approached for pre-greenlight market validation and audience sizing. The plan: conduct research to identify viable player segments, then quantify market

Arpita Chandra

Sticky Experiences: Building routines and daily rhythms

The Problem We kept launching features and games players loved in testing, high satisfaction scores, glowing feedback but adoption was saying another story. Traditional metrics weren't predicting who would actually return. It's a bit different in apps where there is a use case, but a little more complicated in games, and partly where lies the fun. Most of my research had been in multiplayer games where retention drivers were straightforward: social bonds (players return for t

Arpita Chandra

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Get in touch!

Please feel free to send me a message if you are interested in my research, have a project to discuss or would like to talk about games.

London - UK

ARPITA CHANDRA

Hi!

Research Projects

Redefining "Social" in Puzzle Games: How Research Split Into Two Strategies

From Concept to Reality Check: Market Research

Sticky Experiences: Building routines and daily rhythms

Get in touch!