What Nintendo’s UI Crunch Reveals About Game Design and Player Experience

Nintendo Design Environment

Only 30 UI designers in the whole company

Despite the small number of dedicated UI designers, many other designers (graphic, 3D, level) contribute, so the total design staff exceeds thirty. The UI for Splatoon was created by just one senior and one junior designer.

Emphasis on the “first experience” for new designers

Nintendo values the initial experience of newcomers, encouraging them to feel the product as users rather than merely being taught procedures.

Experience the product from the user’s perspective.

The first experience is precious.

Make the experience fun.

During the talk, a 5‑second puzzle asked the audience to guess what “UI” stands for, offering many humorous answers and illustrating how poor puzzle design can frustrate users.

The presenter explained that the puzzle’s purpose was not the answer itself but to highlight the importance of clear, user‑centric design.

Nintendo Design Thinking

“Entertainment brain” vs “UI brain”

Designers must balance the “entertainment brain,” which drives fun, with the “UI brain,” which ensures usability. Over‑reliance on either side limits creativity or reduces enjoyment.

Using only the UI brain restricts ideas.

Using only the entertainment brain drowns ideas.

For example, turning a mundane task like “who can run to the door first” into a playful race demonstrates this balance.

Turning “boredom” into “fun”

In Super Mario Maker , seemingly negative feedback (e.g., a character becoming too large) is re‑designed to be entertaining, showing how even setbacks can become playful experiences.

Including the audience as players

Nintendo designs games so that spectators can also enjoy the experience, such as allowing audience interaction in level‑building tools.

Nintendo Design Production Methods

Style pursuit

Nintendo defines a distinct visual style for each game, analyzing concepts like “feminine feel,” “glamour,” or “trustworthiness” before translating them into graphics.

From words to impressions

For Splatoon , the keywords “sport” and “squid” guided the visual language, blending energetic colors with fluid shapes.

Continuous comparison with existing designs

Designers constantly compare new ideas with classic Mario titles to ensure fresh, differentiated experiences while preserving Nintendo’s identity.

Typography and shapes

The custom Splatoon font combines liquid softness with bold, sporty weight, differentiating it from the traditional Mario font.

Color design

Unlike Mario’s realistic shadows, Splatoon uses colored shading to create a unique visual contrast that also informs UI design.

Nintendo and Social Responsibility

Entertainment and social issues

Nintendo believes games should bring smiles rather than exploit users, and it strives to balance commercial goals with societal impact.

Games, life and family

The Switch Guardian system lets parents monitor and limit their children’s playtime, aiming to improve family communication rather than simply restrict fun.

Nintendo’s user research

Surveys involving whole families revealed that parents worry more about not knowing what their children are doing than about the games themselves, leading to features that foster dialogue rather than punitive control.

Safety considerations

Safety for Nintendo means creating an environment where users feel secure and can smile, not merely imposing restrictions.

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