Nintendo Online Store — UX/UI.
This is an example of the app I did especially for my portfolio project; the actual app is under NDA!
  • Role:
    UX/UI designer and UX researcher.
  • Goal:
    Improve usability and consistency of store UX across desktop and mobile.
  • Tools:
    Figma, Photoshop, Illustrator.
  • Project duration:
    15 months.
  • Project Overview
    This is an online store offering an extensive
    selection of Nintendo products, including consoles, games, merchandise, and amiibo figurines.
  • The Problem:
    The current website design is outdated and not optimized for mobile devices. The search functionality is unreliable, and the existing category structure doesn’t accommodate new products, making it difficult for users to find what they need.
  • The Goal:
    Redesign both the desktop and mobile versions to create a modern, user-friendly experience. Improve search functionality, reorganize product categories to include new items, and ensure promotions and new products are clearly visible and easily accessible.
Understanding the user
  • User research:
    The target audience includes users aged 15 to 45 — core gamers, mid-core gamers, casual gamers, and families — primarily located in the European region.
    These users prefer shopping online and want a seamless experience where they can view all available products in one place, along with clear descriptions and an easy-to-navigate overview.
User Research: Pain Points
  • Outdated Interface.
    The user experience feels outdated and unintuitive, particularly for younger users. The current design gives the impression that the site is abandoned or poorly maintained.
  • Poor Mobile Experience.
    The site is difficult to use on mobile devices — key elements are hidden or not optimized, making navigation frustrating for mobile users.
  • Limited Payment Options.
    Users are restricted to paying cash to the courier, with no available online or digital payment options, which reduces convenience and trust.
  • Inefficient Structure.
    The site’s structure makes it difficult to find new products, especially non-standard or limited-edition items, leading to a poor product discovery experience.
  • Max
    Name: Max Age: 21 Education: College Hometown: BC Family: Shared flat with neighbor Occupation: Student
    Problem Statement Max is a gamer who needs to buy games, consoles, and other products with the best offers, because he loves to buy lots of video games.

    Goals
    • Games help me to relax
    • Willing to have a big gaming collection
    Frustrations
    • No wish list with offers
    • Overloaded interface
  • Alex
    Age: 35 Education: Master's degree Hometown: Hw Family: Wife and dog Occupation: Back End Developer
    Problem Statement Alex is a well-paid specialist who enjoys technology and wants to stay informed about new consoles, games, and other devices. He likes to play whenever he gets a minute, although he’s generally pretty busy.

    Goals
    • I like modern technology
    • Willing to buy all the new and popular
    Frustrations
    • No notification if a new product is available
    • It's hard to find what I need
  • Sara
    Age: 30 Education: Bachelor's degree Hometown: Sub Family: Husband, child, and parents Occupation: Beauty master
    Problem Statement: Sara is a working mom from the middle class who often spends her time with her large, multigenerational family.

    Goals
    • Involve family members
    • Find ratings and recommendations for non-gamers
    Frustrations
    • Confused with video game shopping
    • Unsure which game suits her child’s age
    • Needs something suitable for all ages
Starting the design
Refining the design
More on Behance
My other projects you can discover on Behance.
UX - research
My diploma project was made for the Google UX course.
UX/UI
Project for the organisation that helps animals find a home and get help.
Nintendo UI
Nintendo UI project in details