Role: UX Designer → UX Team Manager | Tokyo | 2018–2024
Rakuten Rebates is a point-back and loyalty platform with over 2 million users in Japan. After transferring from Rakuten Rewards in the U.S., I joined the Japan team as a UX Designer and was promoted to UX Team Manager in 2020. I brought deep knowledge of both the service and the teams behind it, which helped resolve core issues in communication, process inefficiencies, and siloed ownership structures.
Key Contributions:
Team Restructure & Workflow Optimization:
Dissolved silos by merging UI/UX designers and creative designers (previously under marketing) into a single cross-functional UX team. This allowed equitable resourcing, clearer ownership of user experience, and improved collaboration with developers.
Introduced Feature Documentation & Approval Flows:
Implemented structured design documentation and approval processes, reducing unnecessary back-and-forth and clarifying roles across product, design, and engineering.
Improved Asset Production Efficiency:
Reduced external outsourcing and redesigned the internal asset delivery workflow — cutting turnaround time from 3 days to under 1 day, and eliminating outsourcing costs.
US–Japan Bridge for Backend Tool Integration:
Acted as a key liaison between U.S. and Japan teams. Since backend tools were primarily developed in the U.S., I helped facilitate smooth integration by aligning technical constraints with Japan's user experience goals. My dual experience and relationships on both sides made this transition more seamless.
UX Strategy & Research:
Site-wide UX Audit & Continuous Usability Testing:
Led a full audit of the Rebates platform using Adobe Analytics and internal tools. Established a recurring UX testing cycle every 6 months across web and mobile, plus tests for each new feature, enabling us to track progress over time and validate design decisions.
"My Account" Redesign:
Introduced user states (e.g. empty, active, pro) to personalize experiences and educate users. Simplified complex cash-back logic inherited from U.S. systems by redesigning how point accrual and reward timelines were communicated. Cleaned up navigation to improve findability of point history and support content — boosting user trust and perceived control.
Cross-Continental Collaboration:
US–Japan Bridge for Backend Tool Integration:
Acted as a key liaison between U.S. and Japan teams. Since backend tools were primarily developed in the U.S., I helped facilitate smooth integration by aligning technical constraints with Japan's user experience goals. My dual experience and relationships on both sides made this transition more seamless.
Cross-Cultural Workshop & Team Alignment:
Conducted an internal workshop based on The Culture Map by Erin Meyer to foster better collaboration between U.S. and Japan teams. I guided teams through the book’s key frameworks, shared real-world scenarios, and facilitated discussions to help bridge communication styles and work expectations across cultures.
