ASKAN UXPERT

Sprung Studios CEO JAMES CHAYTOR on UI, UX, and why they're so important

- Luke Kemp

James Chaytor and his teams have worked on Apex Legends, The Elder Scrolls Online, multiple Call of Duty titles, Microsoft Flight Simulator and far more than could ever be listed here. Yet Chaytor's story begins before Sprung Studios; even before his videogame work. UI and UX are important elsewhere, too.

After working his way up to creative director in a web marketing firm in the late 1990s, he began consulting with UK mobile company Three, which at the time had just rolled out 3G. Chaytor helped the firm with the challenge of making new kinds of content usable on small devices. It was at this point that he founded Sprung Studios, and expanded its services to more clients. But by 2009, the recession had hit budgets hard and companies were pulling together teams for this work.