Project Overview

In 2006, Nintendo introduced the Wii Shop, enabling users to explore and download games straight to their consoles. As newer consoles were unveiled, the shop underwent upgrades and is now referred to as 'The Nintendo Store', which contains over 4,000 tiles available for direct download.

Although Nintendo maintains a large fanbase across the globe, its online systems have often received criticism for their poor interface and overall user experience. Many customers have expressed concerns about poor navigation, disorganization of content, and general unresponsiveness.

As a lifelong Nintendo enthusiast, I viewed the Nintendo Store as a perfect opportunity to redesign so that I can improve the user interface and experience by addressing these concerns, while also expanding my skills as a designer.

Redesign Rationale

For this project, the goal was to improve the usability of a responsive web application through the application of UI principles and techniques. As a UX Designer, I felt it was necessary to conduct preliminary research, despite it not being a requirement. I identified the primary pain points that the Nintendo Store currently faces to streamline the research phase and create a persona.

Takeaways

• Condense information where applicable

• Improve visual aesthetics

• Organize content and create a stronger hierarchy

• Add functions and features such as:

• Purchase titles as gifts

• Recommended game titles

• Reviews/ratings on the title display page

• Additional sign-in/payment options

Proto Persona

After pinpointing the main issues and recognizing potential areas for improvement, I developed a proto persona to guide my design decisions throughout the project. This also guaranteed that I would maintain empathy and concentration during the redesign process.

User Flows

After identifying the primary functions I wished to improve and introduce to the Nintendo Store, I developed a few user stories and a user flow to map out all the necessary steps for users to achieve their objectives. This approach enabled me to prioritize user needs and establish the basis for creating wireframes.

As a gamer…

• I want game recommendations based on my preferences and purchase history so that I can enjoy new titles.

• I want to favorite games so that I can be alerted when a title is released or on sale.

• I want to view community ratings and reviews so that I can make informed decisions when purchasing a title.

• I want the option to purchase a title as a gift for a different user so that I can gift games without purchasing a gift card.

• I want a streamlined checkout process that allows me to use additional payment methods so that I can simplify the process.

Sketches & Low-Fi Wireframes

Using my user stories and user flow as a foundation, I quickly drew up how that process would translate into different screens. Once I had established a clear pathway to the users’ goals, I digitized my ideas and created low-fidelity wireframes.

Mood Board

Now having a clear vision of what screens were necessary for the user to accomplish their goals, it was time to breathe life into the designs by creating a few mood boards to help guide the overall tone and mood of the app. 

Option 1 uses visuals to invoke nostalgia for a more retro feeling. Option 2 emphasizes adventure, playfulness, and imagination, capturing the emotions of gameplay. I ultimately chose option 2 for its versatility and wider audience appeal. While this option is similar to Nintendo's current branding, I felt that veering too far would cause the loss of the core elements that make Nintendo memorable.

Style Guide

Having decided on the overall mood and visual direction of the redesign, I created a style guide to make the user interface and experience cohesive.

Prototype

Check out the latest iteration below. 🙂

Reflection & Next Steps

This case study was an exciting journey where my passion for gaming met the world of UX/UI design. It highlighted the vital role of user-centered design in enhancing digital experiences. I learned that in design, every detail counts, and empathy is the key to creating interfaces that not only work but also bring joy to users. 

Moving forward in this study, I will concentrate on incorporating additional animations and interactive elements to heighten user engagement. Simultaneously, I will expand the redesign to encompass additional pages within the Nintendo Shop, ensuring a comprehensive and seamless user experience. These upcoming steps will further enhance the project's impact and usability.

Stay tuned for the project's evolution!