Rikki DesignLab
Hi, I'm a UX Design Lead
I design complex products and platforms, helping teams turn ambiguity into clear systems that support growth across products, markets, and users.
Selected Works
Selected case studies coming soon, currently refining narratives around strategy, systems, and outcomes.
Amazon Rewards • 2024
Retail Platform
Designing large scale customer experience systems across global commerce surfaces, incentives, and platforms.
Foodpanda - Pandapro • 2021
Delivery Platform
Designing subscription enrollment experiences focused on value perception, conversion, and churn reduction.
Fundbook • 2020
Fintech Product Infrastructure
Building early stage fintech products where clarity, trust, and speed mattered most.
Retail Checkouts • 2022
Retail Systems
Large scale product ecosystems, systems thinking, and long term CX impact.
Foodpanda Japan • 2021
Delivery Service Platform
Modern shopping experience with personalized recommendations, one-click checkout, customized for Japanese audience.
Writings
Thoughts on design, creativity, and the human experience
Design, Japan
10 things I've learned about product design while working in Japan
Learning from 15 years as Designer in Tokyo
2021-05-25
product design, japan, b2b
The Challenge of Building a Digital Product for a Traditional Japanese M&A Business
How do you validate assumptions when you cannot talk directly to your end users?
2026-02-13
Design, japan, Lifestyle
Fasting and Productivity
Experiments with focus and productivity
2017-08-28
Experience
Building and scaling customer experiences across commerce, payments, and global platforms
For complete work history, visit my LinkedIn profile LinkedIn →
2022 - Now
Amazon
Sr. UX Design Lead / Ai for UX - Adoption Manager
Own end to end Rewards and Points CX in Japan across shopping and payments surfaces, defining scalable CX frameworks adopted across Amazon's global rewards infrastructure. Partner closely with product and engineering to drive redeemer growth, reduce CX debt through pattern reuse, and align local needs with long term global scalability. Lead the JP Retail UX GenAI workstream, integrating AI into design and product workflows to improve clarity, speed, and decision quality without replacing human judgment.
2020 - 2022
Foodpanda
Sr. UX Design Lead
Led subscription experience design across five APAC markets, redesigning the PandaPro enrollment journey and improving value clarity. Increased subscription conversion by 30 percent year over year across 15 million users and reduced churn through improved funnel visibility. Built a design team, aiming to localize / culturalize Foodpanda product for Japanese customers.
2018 - 2020
Fundbook
Chief Design Officer / Head of Design
Built and grew the design team, establishing design practices, hiring workflows, and review processes. Led UX for M&A sourcing, matching, valuation, and deal workflows supporting a nationwide advisor network and platform revenue growth.
2016 - 2018
Various Startups
Product Design Consultant
Partnered with early stage startups across Japan to run design sprints, shape MVPs, and validate product direction. Conducted discovery, competitive audits, and rapid prototyping across mobility, retail, and AI driven personalization projects.
2015 - 2017
Goodpatch
Sr. Product Designer
Led product design for SaaS and mobile applications for international clients entering the Japanese market. Improved localization quality and cultural UX fit through research driven iteration and close collaboration with engineering teams.
2012 - 2015
A&S Tokyo
Product Designer
Led digital product design for various clients, focusing on user experience and interface design for web and mobile applications. Collaborated with international teams to deliver culturally appropriate design solutions.
2007 - 2012
Various Design Studios
Art Director / Designer
Worked across multiple design studios including Leo Burnett, Stoique Tokyo, and Catbalou, developing expertise in advertising, brand identity, and visual communications. For complete work history, check my LinkedIn profile.
Mentorship
I mentor designers and product partners operating in complex environments, where scope is large, ambiguity is real, and influence matters as much as craft.
1-on-1 Mentorship
Personalized mentorship sessions focused on portfolio reviews, career development, and design skill enhancement. Tailored feedback to help you reach your next milestone.
- Portfolio and narrative refinement
- Scope and career growth
- Interview and loop preparation
Workshop Sessions
Hands on workshops for companies and individual professionals on CX strategy, design systems alignment, and practical AI implementation in design and product workflows.
- Design system architecture
- Integrating AI into design and product processes
- CX frameworks and system level thinking
Community and Advisory
Ongoing advisory support for designers and product partners navigating cross team alignment, scaling challenges, and long term growth in product organizations.
- Org level design challenges
- Cross functional alignment
- Long term career guidance
Industry CX Insights
Advisory conversations focused on incentives, loyalty mechanics, and large scale commerce UX, informed by real production experience across Japan and global markets.
- Global and local CX tradeoffs
- Rewards and loyalty systems
- CX for large Scale retail systems
Partnerships
We partner with design studios and startups to explore ideas, build systems, and shape product experiences together.
Design Studios
Startups
Reading
Books that have shaped my thinking about design, psychology, and creativity
Let's Talk
Available for consulting projects and collaborations
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