From User Research to Product Identity
Buyee was often seen as a functional logistics tool, which made it hard for the brand personality to come through. As we launched a new 0→1 app, we needed to move beyond a tool-like experience and define a new direction for the product.
- Redefining the audience: Several teams worked together on UX research and identified a new audience different from Buyee's existing heavy users. We reframed the target from "logistics users" to "treasure hunters," which helped define a new product direction.
- Building the brand identity: Based on UX research, I designed the core brand elements, including the logo, color, typography, and character. The visual direction moved away from the old "serious logistics" image and introduced a high-vibrancy style that expresses the excitement of treasure hunting, while keeping the trust cues existing users relied on.
Making A2B Stand Out Inside Other Brands' UI
A2B displays its own purchase component on product pages such as Amazon and Rakuten. The challenge was to make A2B feel natural within third-party pages while still standing out, so users could clearly choose the A2B button instead of the page's original purchase button.
- Reducing UI confusion: I created visual cues that help users immediately understand "this is an A2B feature" and avoid confusing it with third-party buttons. A consistent mascot appears across pages as a recognizable marker, and the A2B button uses a high-vibrancy gradient in an environment where single-color buttons are common. This helps the button stay visible across different product pages and guides users toward purchase with less hesitation.
Reducing Anxiety in a Complex Delivery Process
With Buyee, purchased items pass through Buyee's warehouse in Japan before being delivered worldwide, and it can take more than half a month for users to receive them. The challenge was how to use UI/UX to reduce the anxiety created by this long and complex process.
- Clearer information design: After organizing the full flow from purchase to delivery, I simplified how item status, storage deadlines, and delivery progress are shown in the UI. The goal was to reduce confusion and anxiety caused by too much information.
- Exploring new possibilities from the field: I visited the logistics site and explored new ideas to increase reassurance, such as automatically photographing items after warehouse intake and sharing those images with users.
A Design System Built for Multilingual Expansion
Buyee operates across 18 language markets, and each language has different text lengths and display rules. From German text expansion to Arabic RTL and Thai line-height needs, the design system had to account for these differences from the beginning so layouts would not break.
- A multilingual design system: I designed flexible components with Auto Layout so layouts could adapt across languages. I also worked with engineering to define Design Tokens, keeping design and code consistent and making global style updates easier to manage.
