Softbank
Designing a transparent upgrade experience for SoftBank Japan
Problem Statement
SoftBank’s trade-in experience relied on a third-party provider with limited pricing transparency, limiting visibility and control over valuations and margin while contributing to revenue leakage.
Goals & Objectives
Improve transparency in device valuation and margins
Align the journey with Japanese market expectations
Respond to SoftBank’s RFP with a culturally tailored solution
Research & Insights
Transparency is critical in financial transactions and device valuation.
Opaque pricing models reduce confidence and perceived fairness.
Japanese consumers value clarity and precision, alongside bold, information-rich layouts and a friendly, playful visual tone.
Approach & Strategy
Rather than redesigning the upgrade journey from scratch, we adapted MCE’s existing workflow and rebranded it for SoftBank’s Japanese market. This approach preserved a proven flow while enabling SoftBank to deliver a fully branded experience with greater transparency and pricing control.
To ensure the experience resonated locally, I reviewed Japanese digital and retail design patterns, which emphasise clarity, visual precision and information-rich layouts, balanced with friendly, approachable and lightly playful visual cues.
Final Designs
The final designs ensured a seamless, native experience while supporting clear diagnostics and accurate valuation.
