Belinda Cheng

Belinda Cheng is an experienced design professional currently serving as the Experience Design Lead/Manager at Electronic Arts (EA) since August 2019, overseeing the Experience Design Team for The Sims Freeplay. Prior to this role, Belinda held positions as an Experience Designer II for mobile gaming apps such as Need for Speed No Limit and Real Racing 3. Prior experience includes working as a Senior UX and Web Designer at EY Sweeney and various roles at EA, including UI/UX Designer and Creative Services Specialist. Belinda's early career featured a position as Business and Marketing Manager at Enrich Property Group and as a Flash Designer/Animator at TheCyberInstitute, where foundational skills in design and coding were developed. Belinda holds a Bachelor of Animation from Griffith University, completed in 2011.