Designing with Empathy: Zhiyong Wang on the Vision Behind Nori

It is an incredible honor and a meaningful validation of a deeply personal philosophy. For years, I have worked on high-profile commercial titles, focusing on building robust UI/UX systems.

Winning a Gold Award for Nori affirms that empathy and emotional connection are just as essential in design as mechanics and aesthetics. It reinforces my belief that interactive design can serve as a powerful tool for social good and psychological support.

This achievement has further strengthened my commitment to accessible and inclusive design. As a lecturer who has developed online courses for aspiring designers, this award provides a compelling case study to share with my students—demonstrating that design is not just about aesthetics, but about addressing real human challenges.

Professionally, it has also opened up broader conversations around how empathy-driven UX can be integrated not only in educational applications, but across mainstream interactive media.

Experimentation is the bridge between a strong concept and a functional reality. In Nori, the core creative challenge was translating empathy into a sustainable gameplay mechanic without relying on pressure-based timers or punitive systems.

I explored this through extensive experimentation with UI flow and structural design. For instance, rather than enforcing a linear progression, I tested an open-biome approach that allows children to freely choose environments based on their interests. This iterative process was essential in achieving a balance between emotional storytelling and educational rigor.

The most meaningful inspiration came from observing the everyday emotional nuances of my two children, particularly as they navigated the challenges of learning new subjects, such as a second language. Seeing how traditional, goal-oriented systems often rely on external pressure rather than fostering intrinsic joy directly inspired the creation of Nori.

In addition, conversations with families navigating learning differences such as dyslexia and ADHD profoundly shifted my perspective. They reinforced my belief that the most impactful design inspiration comes from understanding real, human challenges—especially those experienced by more vulnerable communities.

I wish more people understood that game UI/UX design is not merely visual decoration; it is a form of psychological architecture.

Whether I am developing a comprehensive UI design system for a large-scale action game or shaping the emotional journey within an educational platform, the process is grounded in understanding human behavior, guiding attention, and creating a seamless, intuitive flow that resonates with the user’s subconscious.

Over my 17 years in the industry, including collaborations with major IP partners such as Marvel and Wizards of the Coast, I’ve learned that achieving this balance begins with establishing clear and comprehensive design systems early in the process.

When an unconventional idea arises, I don’t simply advocate for it—I prototype it. For instance, if I believe dynamic in-game UI animations can enhance player immersion, I build and test these transitions directly within the engine. In this way, ideas are not just explained, but demonstrated through functional, polished visual storytelling that ultimately supports the overarching goals of the project.

The primary challenge in Nori was structural: how do you maintain academic depth in subjects such as math and science while avoiding stress-inducing engagement strategies? I addressed this by fundamentally reframing the source of motivation.

I designed the system so that children learn in order to care for and protect virtual animals. By transforming learning into an act of compassion rather than obligation, we were able to move away from pressure-based mechanics. Instead, the experience is supported by an adaptive AI framework that personalizes the pace and journey for each child.

I step away from the digital screen and immerse myself in entirely different activities. Additionally, mentoring and teaching other artists is incredibly revitalizing for me.

Breaking down complex UI concepts to share with aspiring designers often encourages me to re-examine my own creative processes from a fresh, fundamental perspective—something that almost always helps clear creative blocks.

Empathy, inclusivity, and technical elegance are at the core of my work. Nori is a direct reflection of my commitment to supporting diverse learning needs while fostering emotional intelligence in children.

This principle of user-first empathy also extends into my commercial projects, where my goal is to transform complex wireframes into intuitive, player-centric designs that make interactive experiences both accessible and enjoyable for all.

Master both artistic vision and technical execution. It is not enough to create a visually appealing interface—you must also understand how it functions within the game engine. Learn to collaborate effectively with engineers and build cohesive, scalable design systems.

Most importantly, design with genuine empathy. When you truly understand your users’ emotional and functional needs, your work naturally evolves from good to exceptional.

I would choose to collaborate with the late Satoru Iwata. While he is widely celebrated as a visionary game developer and executive, what resonates most with me is his commitment to making interactive experiences intuitive, accessible, and inclusive for everyone, regardless of skill level.

His belief that technology should bridge emotional gaps rather than create barriers closely aligns with the empathy-driven framework I sought to build in Nori. Collaborating with him to design interfaces that bring seamless joy to children while supporting diverse learning needs would be an invaluable masterclass in truly user-centric design.

I wish more people would ask me: “How do you design for the moments when a user fails?”

Failure states are some of the most critical touchpoints in UX. Rather than punishing the user, design should provide a soft landing and a clear, encouraging path forward. In Nori, this takes the form of an adaptive AI that gently adjusts guidance and introduces supportive storytelling when a child struggles.

In commercial games, it means using motion, color, and clear typography to transform a “game over” into a motivating “try again”—shifting the experience from frustration to encouragement.