/ Designs

CV

/ Designs

CV

/ Designs

CV

Digital Retail Experience for Mobile Carriers – Connecting touchpoints from online to in-store

Digital Retail Experience for Mobile Carriers – Connecting touchpoints from online to in-store

June - Sept 2022; June - Aug 2023

June - Sept 2022; June - Aug 2023

Role

UI Designer – Translated insights and wireframes into high-fidelity screens, establishing a consistent visual system across channels.

Client

Confidential – Top Japanese telecom. Nationwide retail and online service footprint.

Team

20+ visual designers within 500+ members involved from Accenture (PMO, PBI, wireframe, visual design, and dev teams).

Context

Context

Context

This was a large-scale DX project to unify customer and staff experiences across web and in-store tablet by streamlining system operations and data. The visual design team's objective: to create one visual language, consistent components, and smoother handoffs between retail and online journeys.

As the visual design team, I designed high-fidelity UI screens based on requirements from the PBI, wireframe, and front-end teams, primarily responsible for editing layouts for their desktop, mobile and in-store tablet app. Communication was key for this project; I collaborated daily with visual design, wireframe and FE teams to align patterns and handoff.

TARGET KPIs (by 2025)

-30%

-30%

in-store wait time

in-store wait time

+11pt

+11pt

in Brand NPS (Top in Japan)

in Brand NPS (Top in Japan)

-30%

-30%

in system maintenance cost

in system maintenance cost

Reflection

Reflection

Reflection

Managing design files across a team of over 20 designers can get messy; at this scale, small file-hygiene gaps multiplied quickly. When a cloud-save issue hit Adobe XD, it inevitably had all of us go back and forth between our local and master files manually to make sure each asset was up-to-date. Too costly and error-prone.


Afterward, we decided to tighten master/component governance, clarify update paths, and define clear ownership. This helped cut rework and kept files reliable even when requirements changed late. The takeaway: invest early in building a robust collaborative workspace so large teams can move efficiently, especially when issues arise.


Reach out to learn more!

Copyright © Lana Kobayashi 2025

Copyright © Lana Kobayashi 2025

Copyright © Lana Kobayashi 2025