There are elements of craft and experience to it as well. While games like Persona 3 had stylish menus, there was a clear evolution in later games as the designs became more elaborate and animated.

"In Japan, UI design is often handled by new employees," Persona 5 director Katsura Hashino said at the time. "Top level designers are usually in charge of characters and background graphics ...

Apparently that was an issue with Persona 5 until the team did a lot of iteration ... ReFantazio’s brain-melting UI, which builds on menu systems that have only gotten more vibrant and lively ...

Another spin-off of ATLUS' Persona 5 has appeared on Steam, possibly implying a Western release isn't too far away.