Since I was young, my dream is to travel the world in a volkswagen westfalia camper. It’s still in my to-do-list.

Please give us a brief bio of yourself.

Hi, my name is Clara, I’m an indipendent interaction and game designer based in Italy. But first of all I’m a player. After my master degree in Design, I started working for several interaction design labs - vibrant, multinational and dynamic environments that allowed me to grow my interest in gaming.

Finally I joined the Ubisoft team to work on three (now released) game titles as game designer. But I was looking for new challanges and something different.
So after several years sowing in the videogame industry, my partner and I decided to leave the Studios and change the ground.

In the early 2012 we founded Bad Seed Entertainment a game development start-up mainly focused on providing mobile entertainment.

What do you do for inspiration?

Nothing special. Just be a curious observer/explorer :)

Please list 3 of your favourite sites.

I usually spend part of my spare time hunting cool staff, cool news and cool games on the web. It’s hard to stop at 3 websites! Anyway, here’s my selection of 3:

What do you regard as being your biggest achievement?

I unlocked my biggest achievement when I saw my first game on the Apple iTunes App Store. We started developing our first game in one’s spare moments because of our previous jobs. After founding Bad Seed, our daily motivation leveled up pushing us to release the game as soon as possible. And now I can finally say that we've made it happen.

How many hours do you work each week?

About fifty. Sometimes more, sometimes more.

How do you relax or unwind?

I usually spend my spare time playing games, reading and travelling.

If you weren't working on the internet what would you be doing?

I would probably mess around on the Web. But what if my internet connection was to drop out, first I would feel completely lost. And then I would grab my phone and start playing on it or, better, I would take out my favourite paper notebook to draw whatever comes to mind.

What's your favourite part of your job? What's the hardest part of your job? What do you do when you get stuck?

It’s fun making games but it’s hard to make games fun. I love every part of my job, even when I felt lost in my choices. When it happens, I see two ways to fix it: one, step back, switch off and restart everything again. The second way - highly recommended - is to take your coat and go outside for a walk.

What software could you not live without?

Google docs
Adobe Photoshop

How many projects does your company juggle at any one time?

We handle multiple projects at any one time, usually one mid/long-term core project and two short-term smaller projects regarding corporate and brand communication.

Who do you rate as being the top 3 design companies?

http://www.ideo.com/ for innovation thinking and user-friendly design
http://www.frogdesign.com/ for cool product design
http://www.scandinaviandesignlab.com/ for new and fresh design ideas

Who is your target audience?

We perceive simplicity, accessibility and usability as the main focus throughout the design process of each project in order to make “everyone” the target audience.

Has winning FWA awards helped you in any way?

I browse the cool websites and mobile apps you awarded every day as great samples of high quality design. We are honored to be included in this recognition. We were offered a window of opportunity to really get to know other developers and exchange experiences with them.

Are there things you do OUTSIDE of work to ensure that you are in the right mindset to be creative and/or successful in whatever you are doing?

Minecraft and LEGO

Looking 10 years in to the future, how far can websites go?

Mobile is already playing a much stronger role than websites and already transforming websites in terms of design and functionality.
The mobile web is different: visits are shorter, less interactive, and less content is viewed per visit. Mobile web browsing will become increasingly valuable to businesses and important for web designers.

What would be your ultimate vehicle to travel in?

Since I was young, my dream is to travel the world in a volkswagen westfalia camper. It’s still in my to-do-list.

When your company was just getting started, what did you find was most effective for getting new clients?

Cool and original design concepts, simple and accessible user interface and fast-very fast-paced implementation.

What country excites you the most in terms of innovation?

Sweden for sure. Sweden - and the Nordic countries in general - is going to make the difference in terms of design and innovation. They conceive the Design as a tool to generate development and initiate change. They do not design solutions but possibilities and methods.

What does the future hold for your company, or you as a person?

The best future I can hope for my company is to make many other fresh and fun high quality games. This is the reason to push me and my partner to open a new game development studio.

What is the most expensive thing you have bought in the last week?

In the last two weeks we’re mainly spending money on Sheep Up! promotion and distribution. I would be liked to buy millions of LEGO bricks but I couldn’t. I have to wait.

Any parting shots or pearls of wisdom?

Less is more.

It has been a privilege, thanks very much

Thank you Rob.


Clara - game designer, co-founder of Bad Seed and cardboard box flyer
Clara - game designer, co-founder of Bad Seed and cardboard box flyer

Roberto - programmer, co-founder of Bad Seed and cardboard boat builder
Roberto - programmer, co-founder of Bad Seed and cardboard boat builder

Sheep Up!
Sheep Up!

Sheep Up! Gameplay Video

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