One of the strongest international competitors in the ECommerce market to Amazon is Rakuten. I was hired to work overseas at their Tokyo headquarters as a Senior UX Design Architect with their Mobile Department resolving complex architectural flows and providing guidance for features. Took part in research and usability.
My task was to reorganized the Rakuten Ichiba app. After an analysis, I uncovered a lot of rouge pages, loop-backs, empty states that led nowhere and line-flows crossing. My professional rule-of-thumb when conducting analysis and creating information architectural flows is to NOT have any lines cross in a flow (line-flows). The flow shows how users enter an experience and exit with a performed task(s). If lines cross, the user flow will also cross and confuse users – trapping, frustrating and losing user engagement.
Client: Rakuten Inc (Tokyo, Japan)
Category: Information Architecture / Rakuten