NVIDIA GEFORCE NOW
IOS Application - a cloud gaming service that transforms your devices into powerful gaming machines.
The Problem
GeForce Now currently does not have a native application for iOS and is used as a web-based app. Features from the desktop version can be optimized for mobile without losing functionality, and cloud gaming adoption will continue to grow, making an application valuable. Recognizing this issue, I saw this as a massive opportunity to help users get introduced to cloud gaming with little limitation.
Using a mixture of quantitative and qualitative research, it was found that convincing gamers to embrace mobile controls as effortlessly as they do on desktops turned out to be surprisingly tricky. Early in the project, I surveyed and interviewed players to dive into their experiences, uncovering struggles with touchpad sizes, button layouts, and a lack of accessibility tools that made their gaming sessions less enjoyable.
Three critical pain points emerged: Lack of Intuitive Controls (40% frustration with touch-based interactions), Limited Accessibility Support (30% struggled with accessibility features), and Cumbersome Settings Management (60% noted difficulties in retaining preferences or managing cloud backups).
The Process
Research
Common Pain-Points
Lack of Intuitive Controls
Confusing button layouts and unoptimized touchpad sizes make it difficult for players to feel in control, especially during fast-paced gameplay. Over 40% of participants expressed frustration with touch-based interactions for complex functions like R1/R2.
Limited Accessibility Support
Accessibility tools like screen readers are either unavailable or hard to locate, leaving players with specific needs feeling excluded. Nearly 30% of surveyed users struggled to engage fully due to poor accessibility features.
Cumbersome Settings Management
Managing settings feels cumbersome, with 60% of participants noting difficulties in retaining preferences or managing cloud backups seamlessly, leading to frequent interruptions in gameplay.
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User Personas
Persona 1
Student Gamer - Age 22
Tech-savvy student balancing gaming with academic schedule. Plays competitive games (Apex Legends, Valorant, Rocket League) on PC and mobile. Uses GeForce Now on iPhone 14 Pro for high-performance gaming.
"Gaming should be about skill and fun, not about wasting time tweaking settings every time I switch devices."
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Persona 2
Tech Professional - Age 28
Casual gamer who values simplicity and intuitive design. Enjoys open-world exploration and story-driven games (The Witcher 3, Genshin Impact). Uses gaming for relaxation and switches between tablet and laptop.
"If an app can't adapt to how I work and play, I'll quickly lose interest. I'm looking for something that enhances the experience, not complicates it."
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Competitive Analysis
Competitive Landscape
GeForce Now faces strong competition in the cloud gaming market from platforms like Xbox Cloud Gaming, PlayStation Plus, Amazon Luna, Shadow, Boosteroid, and Parsec, each with distinct competitive advantages. Xbox Cloud Gaming stands out with its seamless integration into Game Pass Ultimate. PlayStation Plus provides backward compatibility and exclusive titles, catering to loyal console players. Amazon Luna leverages flexible subscription channels and Twitch integration. Shadow and Parsec differentiate themselves by offering full Windows desktop experience and Parsec focusing on 4K streaming and cross-platform professional use. Boosteroid, with its browser-based gaming and affordability, excels in European markets but lacks a global presence. GeForce Now's edge lies in its focus on leveraging users' existing game libraries and supporting high-performance cloud gaming, but it must address subscription fatigue and rapidly innovate to compete with the distinct strengths of these rivals.
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Journey Mapping
User Journey Analysis
The journey map identifies key pain points and opportunities for improving the GeForce Now app on iPhone, including slow load times, disorganized game libraries, confusing settings, clunky touch controls, and poor accessibility. Frustrations are compounded by unclear session management during interruptions. Enhancements like faster load times, better organization, simplified settings, customizable controls, improved accessibility, seamless session handling, and an intuitive interface with onboarding can create a more engaging and user-friendly experience.
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Design System
Brand Guidelines & Color Palette
The Nvidia GeForce Now application's architecture and wireframes showcase a user-centered design emphasizing accessibility, seamless navigation, and multi-platform integration. Key features include intuitive login and account-linking flows, a well-organized library and game search with filters, and transparent queue management with upgrade options. The clean, minimalist wireframes align with Nvidia's branding, offering clear navigation and visually engaging layouts.
Color Palette
Primary #76B900
Secondary #DD0000
Tertiary #5D13F6
Additional monochromatic shades and neutral palette support the design system.
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Prototype
Prototype Experience
The prototype experience guides the user seamlessly from game launch to signing out of the application. Upon launch, users are prompted to integrate their accounts, followed by an organized hierarchy of their existing gaming library within their ecosystem. At game launch, users are presented with options to add games to the homepage and prompted to connect external hardware for an enhanced experience. Accessibility features, such as screen readers, are available, alongside integration with prominent streaming platforms for content sharing.
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User Testing
Testing & Refinement
User testing involved participants with backgrounds in video gaming experience. After obtaining their consent, participants were asked to complete various tasks within the application. Following task completion, they provided feedback and critiques through a series of targeted questions. The feedback from all participants was compiled into a single document and used to refine the standing prototype.
Key Improvements
- Visual status bar for ongoing activities like streaming
- Dynamic, color-coded icons for better visibility
- Redesigned dropdown menus for intuitive access
- Visible controls for in-game settings and audio adjustments
- Genre-based filtering and unified single-view option
- Dedicated section for recently played games
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The Solution
Optimized controls and accessibility enhancements empower players to improve their gaming experience, making mobile gameplay more intuitive and inclusive. Features like connectivity indicators ensure smooth, high-quality performance even under challenging network conditions. By bringing desktop-level customization and seamless account management to mobile, users can enjoy a cohesive, frustration-free experience that keeps them in control of their settings, progress, and gameplay preferences across devices.
Optimized Mobile Game Controls and Navigation addresses the core frustration with touch-based interactions. The redesigned control scheme features intuitive button layouts, customizable touchpad sizes, and optimized controls for complex functions like R1/R2, making fast-paced gameplay feel natural on mobile devices.
Enhanced Accessibility Options ensure that players with specific needs can fully engage with the platform. Screen readers are easily accessible, and additional accessibility tools are prominently placed, addressing the 30% of users who previously struggled with accessibility features.
Connectivity Status Indicator and Auto Reduce Resolution features provide transparent network feedback and automatic quality adjustments. Users can see their connection status in real-time, and the app automatically reduces resolution when network conditions are challenging, ensuring smooth gameplay without manual intervention.
Consistency with Desktop Features brings the full power of the desktop experience to mobile. Users can access the same customization options, account settings, and game management features they're familiar with on desktop, creating a seamless cross-platform experience.
Account Management Optimization simplifies settings management and cloud backup functionality. Preferences are retained across devices, and cloud backups are managed seamlessly, addressing the 60% of users who previously struggled with settings management. The streamlined interface makes it easy to manage accounts, subscriptions, and preferences in one place.
Retrospective
What would I do differently?
After integrating the user testing feedback, the Nvidia GeForce Now app saw significant improvements in user retention, navigation efficiency, and overall satisfaction. The updates addressed critical usability concerns, creating a more seamless and intuitive experience that resonated with users, ultimately enhancing their engagement and satisfaction with the platform. By conducting thorough research and user testing, the problem of unintuitive controls, limited accessibility, and cumbersome settings management informed targeted solutions, including optimized touch controls, enhanced accessibility features, and improved navigation. The iterative design process focused on creating a cohesive experience that aligned with Nvidia's branding while addressing user needs. Key updates, such as dynamic visual feedback, personalized game management, and proactive service upgrade prompts, enhanced engagement and usability. As a result, the app now empowers users with a desktop-level gaming experience on mobile, bridging accessibility and functionality gaps. Ultimately, the project succeeded in not only improving user retention and satisfaction but also setting a strong foundation for future innovations in cloud gaming. This case study demonstrates the value of leveraging user insights and iterative design to deliver impactful, user-focused solutions in the competitive gaming industry.
Technical Constraints
Technical constraints included iOS platform limitations for cloud gaming applications, ensuring compatibility with Apple's App Store guidelines while maintaining feature parity with desktop versions. The challenge of optimizing touch controls for complex gaming functions required careful consideration of screen real estate and user ergonomics. Integrating with existing GeForce Now infrastructure while creating a native iOS experience presented technical challenges. Network optimization and bandwidth management for cloud gaming on mobile devices required sophisticated solutions. Additionally, maintaining consistency with Nvidia's brand guidelines while adapting to iOS design language required careful balancing of visual identity and platform conventions.