Overview
Conducted a comprehensive UI/UX and technical evaluation for a global enterprise hardware manufacturer operating in Japan. The project addressed critical usability friction across multiple fragmented domains, optimized the B2B purchasing journey for the Japanese market, and defined a scalable CMS modernization strategy.
By aligning local buyer behaviors (fast sample procurement vs. enterprise quote requests) with modern system architecture, this audit provided a actionable roadmap to elevate conversion rates, enhance brand trust, and improve security compliance.
Role
- UX/UI & Accessibility Audit:
Performed heuristic evaluations across 30+ pages, identifying usability bottlenecks and evaluating WCAG 2.1 AA accessibility compliance. - Information Architecture (IA):
Redesigned cross-domain navigation to resolve dead-ends and maintain brand consistency between main marketing pages and support subdomains. - Technical & Channel Strategy:
Evaluated legacy static workflows and proposed a Headless CMS approach while optimizing dual-conversion paths (E-commerce Marketplace vs. Enterprise Inquiries).
プロセスと成果物
1) Multi-Domain Experience & Accessibility Review
Cross-Site Navigation Consistency:
Identified broken user journeys where essential header/footer navigation dropped off upon navigating to subdomains, establishing a unified layout strategy.
Accessibility Alignment:
Flagged WCAG 2.1 AA contrast violations and typography inconsistencies across sub-pages to ensure an inclusive, high-legibility experience.
2) Market-Specific B2B Purchase Flow
Dual-Path Conversion Optimization
Strategically separated high-intent corporate sample buyers from enterprise procurement. Designed prominent dual CTAs (“Order Sample” vs. “Request Enterprise Quote”) tailored to Japanese B2B purchasing habits.
Marketplace Integration Strategy:
Leveraged major local e-commerce channels for rapid product sampling while keeping primary corporate inquiries on-site.
3) Architecture & CMS Modernization
調査結果に基づき、クライアントが用意したToVドキュメントに対し、戦略的なフィードバックを提供しました。
Headless CMS Recommendation:
Proposed utilizing an e-commerce platform purely as a Content Management System (CMS) to seamlessly sync product catalogs with the global site without introducing unnecessary D2C checkout friction.
Operational & Security Compliance:
Addressed critical security header gaps, form spam vulnerabilities, and APPI (privacy policy) compliance while eliminating manual HTML coding burdens for the local team.
Key Recommendations & Strategic Impact
1. Domain & Brand Unity
- Action:
Consolidated fragmented subdomain content into the primary domain and unified global navigation. - Impact:
Restored user flow, eliminated dead-ends, and boosted overall SEO authority.
2. Scalable CMS Adoption
- Action:
Transitioned from manual static HTML updates to a cloud-based CMS setup. - Impact:
Streamlined local content publishing while securing infrastructure and global catalog alignment.
3. Conversion-Driven Interface
- Action:
Replaced low-visibility text links with high-contrast, action-oriented CTA buttons across all product pages. - Impact:
Delivered an immediate, low-effort lift in click-through (CTR) and conversion rates (CVR).