Tsuchiya Kaban
Tsuchiya Kaban has been making leather goods out of Tokyo since 1965. Using their decades long experience in making Randoseru (traditional Japanese school bags), the brand has refined the art of making leather bags and accessories.
In 2017, I led the ecommerce platform redesign, the fifth and most significant update since the website’s 2012 launch, encompassing a full brand refresh and migration to a new backend.
Objective
Website Redesign
Role
Design Lead
Year
2017-2018
Process
Collaborating with the CS team, we conducted user interviews with longtime customers to understand their browsing habits and pain points. Based on their positive feedback about our content, we prioritized content presentation in the new design.
I collaborated with the sales team to understand their requirements, focusing on emphasizing the OMO (online-merge-offline) aspect of our brand. Given the high price point of our products, we aimed to encourage customers to experience them in person before purchasing. This required highlighting our showroom and frequent pop-up events more prominently.
I wireframed, prototyped, and designed the entire website's UI, and wrote the HTML/CSS for nearly all the front-facing components.