Video games are more than just entertainment—they’re immersive experiences that transport players to new worlds, challenge their skills, and spark creativity.

However, no matter how compelling the gameplay, poor UX and UI design can undermine the experience, leaving players frustrated or disengaged. In today’s competitive gaming market, where hundreds of titles launch every month, understanding UX and experience design is not just a bonus—it’s essential.

1. Video Games Design is Player-Centric

However, no matter how compelling the gameplay, poor UX and UI design can undermine the experience, leaving players frustrated or disengaged. In today’s competitive gaming market, where hundreds of titles launch every month, understanding UX and experience design is not just a bonus—it’s essential.

Important UX Usability Principles

• Visibility of system status: Players should always know what’s happening in the game, whether it’s through clear feedback (e.g., health bars, quest progression) or intuitive indicators (e.g., highlighting interactive objects).
• Match between system and the real world: Games designed for western audiences often align with real-world metaphors and language, helping players quickly understand in-game mechanics. For example, red often symbolizes danger or health depletion, while green indicates safety or progress.

By prioritizing these usability principles, game designers can create experiences that feel intuitive and rewarding.

2. Retaining Players Through Intuitive Design

Players, especially those in North America and Europe, value ease of use and efficiency in design. According to Jakob Nielsen’s Usability Heuristics, reducing friction points in the user journey is critical. When players encounter confusing menus, cluttered layout, inconsistent design, slow and obtrusive onboarding, or unclear objectives, they are more likely to abandon the game altogether.

Consider western gamers who often prefer learning by doing. Tutorials that integrate seamlessly into gameplay—such as contextual tips or early levels that teach core mechanics—are far more effective than lengthy text-based instructions. Games like Ghost of Tsushima excel in this by introducing mechanics gradually through exploration and experimentation.

What are the consequences of Poor Design?

Frustrated players often leave negative reviews or switch to another game, as the market offers endless alternatives. By ensuring a smooth, frustration-free experience, designers can retain players and foster positive word-of-mouth marketing.

3. Design Enhances Gameplay and the importance of Consistency and Feedback

Even the most innovative gameplay can fail if the UX and UI design are clunky or inconsistent. A cohesive design ensures that every element—from the main menu to the pause screen—supports and enhances the gameplay.

Why Consistency and Design Standards are important.

Players expect familiar patterns in UI design. For example:

• A pause menu is typically accessed via the “Escape” key or a dedicated “menu” button on controllers.
• Health and stamina bars are often placed at the top or bottom of the screen.
• Inventory systems use grids or lists that players can quickly scan with readable and clear icons and labels.

Breaking these conventions without good reason can confuse players, pulling them out of the experience.

Players should always feel in control. As an example, feedback loops—such as a slight vibration when taking damage, glowing indicators for collectible items, or auditory cues for completed objectives—enhance immersion and satisfaction.

4. Designing for Delight to create memorable gameplay experience

A well-designed game is not just functional—it’s memorable. By combining excellent gameplay with thoughtful UX and UI design, games can create emotional connections with players that last long after the credits roll.

Emotional Design: Norman’s Three Levels of Design

• Visceral design: The initial visual appeal of the game, such as vibrant splash screens, smooth animations, and striking graphics, creates a strong first impression.
• Behavioral design: The functional and usability aspects, such as intuitive controls and clear objectives, ensure players remain engaged.
• Reflective design: The deeper emotional impact, such as a well-crafted story or meaningful player choices, leaves a lasting impression.

When players have a positive experience, they are more likely to share it with friends and family. This is especially true in western markets, where social influence and recommendations play a significant role in game discovery.

5. Balancing Creativity, Art, and Usability

In a saturated market, video games must stand out—not just through gameplay but through artistic and creative design. While UX theories provide a foundation, rigid adherence can sometimes stifle innovation.

A good UX UI design ensures that players’ attention is guided naturally, highlighting key information like objectives, health, and progress. Western players often prefer clean, uncluttered interfaces that prioritize functionality over excessive visual noise.

Games like Tunic balance stunning visual design with usability. The interfaces are minimal yet intuitive, allowing players to focus on the world and gameplay without feeling overwhelmed. 

The Hades series, on the other hand, showcases a remarkable blend of artistic flair, creativity, and stunning UI and motion design. Its visually captivating interface and fluid animations not only enhance the overall aesthetic but also allow players to immerse themselves fully in the game’s rich world and compelling storyline.

Design for Creativity and Legacy

Games that push creative boundaries often leave a lasting legacy. Consider The Legend of Zelda: Breath of the Wild, which seamlessly blends simple artistic visuals and loyal design to the series with simple, intuitive UX, engaging, satisfying and creating a game that is both functional and awe-inspiring.