https://www.jojo-design.ca/paidy daily 0.75 2026-09-24 https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396512942-LJO5TTP75D0YGTQ4C04P/Screen+Shot+2022-04-15+at+10.17.13.png IQOS.jp Design System Localization - Global guideline Digital brand elements example https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396512947-QIYA6IFCB3FRHO0JU0DU/Screen+Shot+2022-04-15+at+10.17.20.png IQOS.jp Design System Localization - Global guideline Color palette sample https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396512951-KLL6DP41WL8XQ1T4ZSWG/Screen+Shot+2022-04-15+at+10.17.28.png IQOS.jp Design System Localization - Global guideline Sample of Typography https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396512956-7RQFPXC7JY1KQSK3AT5Z/ske.png IQOS.jp Design System Localization - Make it stand out Sketch library Sample of the cloud-based sketch design guideline library share with UI designer https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396512961-4GUDUI2S6HCEH22GME4Q/zero.png IQOS.jp Design System Localization - Make it stand out Zeroheight ExFw (design guideline) Design guidelines with the Global and localize components guideline and specs. https://www.jojo-design.ca/usageview daily 0.75 2026-09-24 https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396520178-I1GUVF52QMEC1TK2UPRP/Identify.png Usage view improvement - Make it stand out To understand the root causes of user confusion, I analyzed payment timelines, user behavior, and NLP business logic to identify gaps between how the system worked and how users interpreted their spending and payment status. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396520182-ZSH60K00ELAG7TQ23KIB/Scope.png Usage view improvement - Make it stand out After identifying the root causes of confusion, I defined a focused scope that prioritized clarity and comprehension for Plus and NLP users while staying within existing product and technical constraints. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396520188-S9QW8Y93N7L2RAO5BBSR/Option.png Usage view improvement - Make it stand out Based on the identified pain points, I explored several layout and information hierarchy approaches to help users quickly understand their current spending, payment status, and available credit. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396520192-6ESP3AIQ8W3D6WNGUK07/Develop.png Usage view improvement - Make it stand out To validate that the To-Be design improved user understanding and usability, I conducted A/B testing against the existing experience and presented the findings to stakeholders, securing alignment, sign-off, and approval to move forward with development. https://www.jojo-design.ca/weekend-rakuten daily 0.75 2026-09-24 https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396521131-2XDLXTAPQ67K8EVD08Z0/Screen+Shot+2022-04-12+at+16.56.24.png Weekend+ (Rakuten) - Discovery Research indicated that more than 25% of Japanese travelers used travel packages.Based on the research we understand over 25% Japanese use package when they travel https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396521136-6WL66Y855NOI5JB2IEE0/Screen+Shot+2022-04-12+at+16.54.17.png Weekend+ (Rakuten) - Google Design sprint workshop Running a workshop with related function to identify the idea, journey mapping and information architect…etc https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396521141-OBPB4UM41052M2XSKQU9/Screen+Shot+2022-04-12+at+16.54.38.png Weekend+ (Rakuten) - Make it stand out Facilitated a cross-functional design sprint to define the product concept, customer journey, MVP scope, and information architecture. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396521147-3Y4WL54ZA05Q65KS5FME/Screen+Shot+2022-04-12+at+16.55.36.png Weekend+ (Rakuten) - Low-fidelity wire Created low-fidelity wireframes for internal usability testing.create low-fidelity wireframe for the internal usability testing https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396521151-VK9O4OVGLWHQU86BN5IC/Screen+Shot+2022-04-12+at+16.54.14.png Weekend+ (Rakuten) - Usability testing Recruited screened internal participants and conducted in-person usability testing.Pick up the internal user in Rakuten by screening section, then run the in person usability testing https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396521156-DIN1V93HQ2LO1G45UD27/Screen+Shot+2022-04-12+at+16.55.57.png Weekend+ (Rakuten) - Project Management Within the project budget, I also owned delivery documentation and specifications.Based on the budget constraint I am also in-charge of the project documentation and specsfication https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396521160-MXN8YH5UD6CVPPTN921G/Screen+Shot+2022-04-12+at+17.00.31.png Weekend+ (Rakuten) - Make it stand out Following validation and roadmap prioritization, the app launched in 2019 with complete documentation and a reusable design library. https://www.jojo-design.ca/rakuten-travel daily 0.75 2026-09-24 https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396523834-RYD3QPCCM3N1SF7QJVCX/Screen+Shot+2022-04-12+at+16.03.26.png Rakuten Travel - Current website A legacy experience that had not received a foundational redesign in nearly 20 years.Over 20 years without any upgrade and improvement https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396523839-5BUBUZVEWKRNSA1QJO3S/Screen+Shot+2022-04-12+at+15.42.11.png Rakuten Travel - Data analysis Example of the product-data analysis.Example of analysis report https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396523844-NPM38LPLSTN7PXX6V8QT/rakuten-travel-design-workshop Rakuten Travel - Workshopworkshop Example of a design-thinking workshop.Design Thinking workshop example https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396523849-V1NGPL2VRCYOM6FL74ZN/Screen+Shot+2022-04-12+at+15.43.00.png Rakuten Travel - Design prototype Example of a high-fidelity prototype.Example of Hight-fidelity wireframe https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396523854-K1R3GYI3P107UOQ8VN8N/Screen+Shot+2022-04-12+at+15.43.05.png Rakuten Travel - Usability Testing Example from qualitative usability testing.Example of the qualitative usability testing https://www.jojo-design.ca/about daily 0.75 2026-09-24 https://www.jojo-design.ca/applewallet daily 0.75 2026-07-07 https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396526832-5J76X329T79Y1H0WA12O/verfication.png Apple IDV - Make it stand out Validate how nudges can meaningfully support the core user experience and drive action by comparing performance data, in order to define clear prioritization. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396526838-942OIDT5F6I5TYF7NU5O/ekyc+m.png Apple IDV - Make it stand out It is important to understand the current eKYC methods (Ru, Wa, He) in order to identify the optimal user journey and determine the most effective way to encourage users to add their MNC to Apple Wallet and complete eKYC. https://www.jojo-design.ca/contact daily 0.75 2026-09-24 https://www.jojo-design.ca/jojo-design daily 1.0 2026-07-09 https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/f2295c36-7152-46c2-878a-b9ea27fc70d4/imgg-vtf-f5jtfskv.png https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/2ab20ef7-66f2-4caf-88ad-2e99e8b610d7/ps.png https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/efcf982b-956a-4d22-9f8f-adf8e4499000/12Pay+Enabled.png https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396534065-VWNVED7VL4T4Y0AVGZKQ/iqosphere-top.jpg https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/6cdd8a08-1a57-4bbf-9a52-b931ad0e0ecc/vd.png https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396517275-85GN1ZRN1D3QE8P7IS0U/Rakuten+Travel.png https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396532977-XNBEHP0NWU39HIGZ7BI6/weekendf.png https://www.jojo-design.ca/iqosphere daily 0.75 2026-09-24 https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396534071-UOP2VTW8HM60U5HH4MES/Screen+Shot+2022-04-13+at+9.14.49.png IQOSPHERE - Make it stand out NPS Report Analysis Analyzed NPS results to identify pain points and improvement opportunities. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396534076-5UXU8JC0JMHM2G4Y8Z3D/Screen+Shot+2022-04-13+at+9.14.58.png IQOSPHERE - Make it stand out Used survey and interview findings to identify the features and programs users valued most. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396534081-2H9K7BVNRTS8KSYCAO1S/key-segment.jpg IQOSPHERE - Make it stand out Segmented members by engagement level to understand distinct behaviors and needs. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396534085-P4J9PBYUY2PQJERN17YM/%5BClient+Share%5D+IQOSPHERE+Alignment+Workshop+Session+2+07.28+-+IQOSPHERE+Platform+User+journey+%E2%80%93+Occasional.jpg IQOSPHERE - Make it stand out Mapped the occasional-user journey, including pain points and areas of interest. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396534090-D7XIK7EIVMYD8V556XCX/%5BClient+Share%5D+IQOSPHERE+Alignment+Workshop+Session+2+07.28+-+IQOSPHERE+Platform+User+journey+%E2%80%93+Regular.jpg IQOSPHERE - Make it stand out Mapped the regular-user journey, including pain points and areas of interest. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396534095-ZPGWSAMW4279694M3Z4D/%5BClient+Share%5D+IQOSPHERE+Alignment+Workshop+Session+2+07.28+-+IQOSPHERE+Platform+User+journey+%E2%80%93+Super+Loyal.jpg IQOSPHERE - Make it stand out Mapped the highly loyal-user journey, including pain points and areas of interest. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396534100-4KZOEV8ORDUFVXO5EP7P/iqosphere-workshop-challenges.png IQOSPHERE - Workshop: Challenges Aligned cross-functional teams on the primary redesign challenges. identify the challenges of the revamp with related Aligned cross-functional teams on the primary redesign challenges. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396534105-A9684XY1Q85BFW6QFMCW/goal+risk.png IQOSPHERE - Workshop: Goals and Risks Aligned stakeholders on redesign goals, constraints, and risks. identify the Goal & risks of the revamp with related Aligned stakeholders on redesign goals, constraints, and risks. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396534109-AGGI1VUEAA0BYNS4M3WG/KPI+measures+of+success.png IQOSPHERE - Workshop: KPIs and Success Measures Defined KPIs and shared measures of success. Defined KPIs and shared measures of success with cross-functional partners. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396534114-8BQ5TEIMKM0U1BT2JCTS/sitemap.png IQOSPHERE - Workshop: Sitemap Co-created the new sitemap, feature opportunities, and redesign concepts. Co-created the new sitemap, feature opportunities, and redesign concepts. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396534119-Z6JF6NWWM78INRMIWHGX/prioritize+ExFw.png IQOSPHERE - Make it stand out Page Prioritization Prioritized page groups and information-architecture work for the redesign. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396534124-8H0JDDE2G2M9RT5KPPGD/roadmap+with+other+projecrt.png IQOSPHERE - Make it stand out Roadmap Definition Aligned leadership and functional teams on a phased delivery roadmap. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396534128-ZZC5FA2U0VPVE45SWWF4/%5BClient+Share%5D+Design+Cycle+2+-+Exploration+%E2%80%93+Campaigns+Master.jpg IQOSPHERE - Design Sprint: Wireframes Explored page-level information architecture through collaborative wireframing. 2nd sprint workshop is focus the details of categorized pages and here is the example of identify the information architect on the wire https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396534132-CP7DI5DRUJYTMYI0GTMV/%5BClient+Share%5D+Design+Cycle+2+-+Design+Cycle+2_+Pack-code+Mechanic+Future+Phase.jpg IQOSPHERE - Design Sprint: Components Defined reusable components for the localized atomic design system. identify the details of the components with related function for the Atoms system https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396534137-BRQ2B71HESRK61PAVYCI/%5BClient+Share%5D+Design+Cycle+2+-+Design+Cycle+2_+Packcode+MVP+approach.jpg IQOSPHERE - Make it stand out Created a high-fidelity prototype with final Marketing and CX assets for rapid testing. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396534142-YWOS653JOJO89O8RN6O4/Screen+Shot+2022-04-13+at+11.31.00.png IQOSPHERE - Make it stand out THE CHALLENGE IQOSPHERE Japan needed to adopt PMI’s global design system before a major product launch. Japanese members expected more contextual detail, and the experience also needed to work across web and LINE without fragmenting the global product architecture. The trade-off was clear: adapt too much and the product would become harder to maintain globally; adapt too little and the experience would feel imported rather than designed for Japan. MY ROLE UX/UI Design Lead and Design Sprint Facilitator Focus: Research, experience strategy, information architecture, design-system localization, prototyping, and validation Partners: Marketing, Product, Consumer Programs, Legal, Content, IT, Engineering, and global stakeholders DISCOVERY I used NPS reports, user surveys, and behavioral patterns to segment customers into Occasional, Regular, and Super Loyalty cohorts. Journey mapping revealed different motivations and friction points across each group, showing that one localized template would not serve every segment equally well. OPTIONS CONSIDERED Option A — Translate the global template as-is. Fastest to deliver, but it did not address the content-density and LINE-integration needs identified in research. Option B — Build a fully custom Japan experience. Strong local fit, but it would create a separate system and increase long-term maintenance. Option C — Localize at the component level (selected). Keep the global system as the foundation while extending it with reusable Japan-specific patterns for content density, LINE touchpoints, and segment-aware emphasis. KEY DESIGN DECISIONS • Preserve the global system while adapting content hierarchy for Japanese users • Bring Legal and Engineering into early concept work to surface constraints sooner • Create continuity between web, LINE, and offline touchpoints • Build reusable components and CMS guidance for faster delivery SOLUTION I translated the workshop outcomes into a localized information architecture, high-fidelity prototypes, and a reusable component library layered on the global system. Rapid usability feedback helped refine content density and navigation before implementation. Inspect the visual progression: Compare the campaign exploration and pack-code concepts with the MVP prototype, then the final UI and atomic design framework. These artifacts show the transition from interaction alternatives to reusable production patterns. IMPACT • +15.28% conversion following the UX redesign • +29.48% returning users • +3.25% NPS improvement • A scalable framework that improved consistency across Marketing, Design, and Engineering MEASUREMENT CONTEXT Sources: Internal product analytics tracked conversion and returning users; NPS surveys provided member sentiment. These sources supported different parts of the evaluation. Interpretation: The reported changes describe outcomes during rollout. This case does not establish that the redesign alone caused them. Reporting limits: Survey sample sizes, comparison dates, baseline counts, and the NPS calculation are not included. The NPS figure is retained as a reported change rather than converted into NPS points. KEY LEARNING Localization is not a translation task. Solving at the component level helped the team address local behavior without losing the global system’s maintainability. https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396534146-A1G4C12S922N39XRZOUO/Screen+Shot+2022-04-13+at+11.26.59.png IQOSPHERE - Make it stand out Created an atomic design framework for Marketing assets and reusable Engineering components. https://www.jojo-design.ca/passkey-1 daily 0.75 2026-09-24 https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396528753-L410XOB62BQDUZ7Y39IG/unnamed-4.png https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/4858e6d7-0a0d-460e-9ad8-0ef96d95fe78/discovery+passkey.png https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396528758-5Q4BX66DG0Y1KF7L90S9/unnamed-2.png https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396528763-B8GIQNF67IQ6EVBK4U4Q/unnamed-3.png https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/1783396528768-RRR1U9OWD8KT060H6YS5/unnamed.png https://www.jojo-design.ca/merchdb daily 0.75 2026-09-24 https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/efcf982b-956a-4d22-9f8f-adf8e4499000/12Pay+Enabled.png https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/06339044-4739-4060-b9f6-38dfdaf8be2e/old+design+mdb.png https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/b84c4607-ccb9-4b31-8972-691e86bb3bc1/old+mdb.png https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/e71f38e8-0700-4d0f-9b15-f9fda53c62f4/schedule+DS.png https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/a69bfeb8-140a-4ec5-b8c8-dcb274f568cd/plan+mdb.png https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/598d1c34-ffe6-4375-87c1-e5d408d8faa3/library+sample.png https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/45b602ea-7bd7-424d-b3ca-bbbbfe248afb/dbwored.png https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/517ef7e0-a73c-4b86-9c1d-45965a3eed9d/db+Section+2.png https://www.jojo-design.ca/validat daily 0.75 2026-09-24 https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/6cdd8a08-1a57-4bbf-9a52-b931ad0e0ecc/vd.pngux-validation-process-overview.png https://images.squarespace-cdn.com/content/v1/6a4c78a0b0d5902c05614f60/325ef45d-38c7-4b09-b189-94ef2c68385e/ux-validation-framework.png