“Nintendo Online’s Service
UX Challenge”
Nintendo Switch Online is a paid online subscription service for the Nintendo Switch console that provides access to online play, cloud saves, and a selection of classic NES, SNES, Sega & N64 games. However, the service has been criticized for several issues, including poorly designed menus, lack of accessibility, and high price points.
Project Insights
The goal of this project is to identify the troubled areas of Nintendo Switch Online and make suggestions for an improved platform. This includes improving the online gaming experience for Nintendo by strengthening its UI.
Platform
The Nintendo Switch system software is an updatable firmware and operating system used by the Nintendo Switch video game console.
Scope
6 weeks
Role
UX/UI Designer
The Challenge
As a fan of Nintendo’s consoles and their properties, I approached this design challenge with great reverence for the brand. It is a personal project but I was just as invested as anyone taking on the task of reworking a loved property. Therefore although some criticisms are stated, I still sit down at night and find joy in playing the wealth of entertainment they provide us all.
The main challenges faced during the project included addressing criticisms of the online content library, price points and lack of true customer support.
Underperforming speeds as well as non-existent UI were identified as needing improvement the most. Additionally, the release of the Expansion Pack led to negative reception and performance issues with Nintendo 64 games.
Research Methods
Research & Process
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User Comments
Part of the research was attained and completed through the use of gaming-specific forums
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Articles
Reviews of the online service are linked here:
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User Interviews
User interviews took place over a time period of 4 weeks. No less than 20 people of different demographics participated in a Q&A.
Several solutions were suggested to address the issues with Nintendo Switch Online.
Expanding the selection of cloud save-supported games
Addressing criticisms of the Expansion Pack
Improving the smartphones app's chat capabilities
Improved ports of emulations
Focus more on online support
Lower the price point of the service
Check out more information on these painpoints here:
Choice of Redesign Project
Online game selection menu
Gamers criticize Nintendo for its stacked display on its online game selection screen. A possible UI nightmare. It’s been called lazy, and unmanaged. Arguably amongst players, this adds to the lagging issues with the service.
USER PAIN POINTS:
No sense of design flow within the menu system
Missing button prompts for exiting the game, user guides, ratings, reset, and timeline.
No categorization for the game titles
Related challenges for the service
Tackling the UI Problem
-Online Game Selection Menu
I wanted to lead this study tackling a key pain point for the players so I pushed ahead with a redesign of the OS menu for Nintendo’s Online service.
Based on research, this would ease some of the burden associated with cost felt by the customer making it feel like a more palatable purchase.
There were several serviceable problems but the information I collected so far led me to conclude missing was the sense of added care provided by Nintendo. According to an article in Forbes Nintendo gamers share a collective nostalgia not easily satisfied. With this nostalgia comes a feeling of added comfort associated with the positive experience of playing one of their games. It is a feeling associated with the joy of adolescence and their ability to reclaim that adolescence within the structure of Nintendo’s unique branded experience. It’s not enough to have a menu. Nintendo is accessible for all and its doors are open to distinct and varied worlds of delight. It is not a mismatched menu lazily slapped into an interface. It should be an individual game showcase of insight and accomplishment. It should be a call to action and an invitation to adventure:)
Current UI screens
The home menu suffers from dense information overload, flat colors, and singular font styles. Overall lack of visual hierarchy and modern dynamism leaves an underwhelming feeling among players.
The game selection menu is a clustered stack of boxes sitting on top of each other.
“It should be a call to action and an invitation to adventure:)”
Prototype of Current UI
This prototype showcases the current features of Nintendo Online within their menu system. Feel free to test the sequential actions, starting from the home screen and progressing to the download of the NES console, ultimately leading to the Mario 3 start screen.
Competative Analysis
Playstation menu
Platform: Gaming console.
UI Characteristics: PlayStation UI typically features a dynamic and visually appealing interface, with sections for games, media, and social interactions. It often undergoes updates with each console generation.
Customization: PlayStation users can customize their profiles, explore game libraries, and engage in social features. The level of customization may vary between different PlayStation console models.
Steam menu UI
Platform: PC gaming.
UI Characteristics: Steam features a user-friendly interface with a focus on game libraries, storefront, community features, and user profiles.
Customization: Users can customize their profiles, game libraries, and explore a wide range of game genres through the storefront.
Xbox menu UI
Platform: Gaming console.
UI Characteristics: Xbox One UI has undergone several evolutions, with changes in design language and features. Notable features include a dashboard with quick access to various settings, game libraries, and social features.
Customization: The recent Xbox Home UI update introduces more customization options, allowing users to pin games and groups, customize backgrounds, and personalize the interface.
Netflix menu
Platform: Streaming service for movies and TV shows.
UI Characteristics: Netflix UI is designed for content discovery, featuring personalized recommendations based on viewing history. It's optimized for a seamless streaming experience.
Customization: Users can create profiles, manage watchlists, and rate content to improve recommendations.
Low-Fidelity Wire Frames
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Console Selection Home
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Game Selection
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More Options
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Pause Screen
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Save Later/Details
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New Stacked Selection
Hi-Fidelity Mockup
What did we come up with?
In response to the comprehensive competitive analysis of gaming console menus and streaming services, a meticulously crafted user interface (UI) prototype has been developed. Drawing inspiration from the dynamic features of Xbox and PlayStation menus, the prototype introduces an intuitive design for seamless navigation and accessibility. Emphasizing the customization trends observed in both Xbox and PlayStation, our prototype integrates a high degree of personalization, allowing users to pin favorite games, customize backgrounds, and tailor their gaming environment to their preferences. Taking cues from the user-friendly interface of Steam for PC gaming, the prototype ensures a smooth gaming experience with a focus on organized game libraries, a storefront for easy exploration, and robust community features. Additionally, inspired by the content-centric approach of Netflix, the prototype optimizes the UI for content discovery, incorporating personalized recommendations based on user preferences. The wireframes and prototype collectively encapsulate a harmonious blend of the best practices identified through competitive analysis, promising an engaging and user-centric experience for both gaming and streaming enthusiasts.Prototype
A UI love letter to the gamers.
What did the Usability Study Crowd think?
The usability test indicated positive feedback on the ease of use, organization, and design of the Nintendo Online UI system, with specific features receiving praise and some concerns raised for further consideration. One concern addressed was the utilization of plus and minus buttons and the need for clear pause and select states which are now indicated within the pause screen. For further highlights click on the additional research button below where you can see extra features that were applauded during the study.
Check out more research and process that went into this case study
Conclusion
Key Takeaways
The project highlighted the importance of responding to user feedback and continuously improving the service. It also demonstrated the need to carefully consider the user experience when designing and implementing new features.
Nintendo Switch Online has faced several challenges and criticisms, but improvements have been made to address these issues. The future of the service will likely see continued efforts to expand the game library and improve the online experience for Nintendo Switch users.
Seeing the UI improved will restore some of the good faith gamers have for the brand and make the lackluster performance and price less of a painppoint.
Personal Takeaways
I've got to say, diving into this case study has been quite enlightening. Initially, I was a bit hesitant about contributing as much as I did, but looking back, I'm really glad I did. Let me walk you through a couple of examples of how we refined our solutions:
First off, I took the initiative to create a prototype of the current UI system. This turned out to be incredibly valuable as it gave us a much clearer picture of the information architecture.
Secondly, pinpointing the issues required extensive research and interviews. It's crucial to manage your time effectively and stay focused, as this process can be never-ending. Personally, I find this aspect of the project fascinating, but it's important to set clear goals.
Lastly, I aimed to maintain an open mindset while designing and implementing a menu system. My goal was to ensure it not only delighted the user but also remained consistent with the branding.
