Hello, I’m
Kevin Wong
I’m a Product Designer that launched high-impact services and scaling product ecosystems through seamless feature integration across different industries. By identifying and eliminating friction points, I create intuitive user experiences that directly contribute to increased customer loyalty and long-term retention. Currently working on integrating AI-agents into the workflow with my team.
Work
Rakuten Group, Inc. is a Tokyo-based global leader in internet services and a pioneer of the "ecosystem" business model. Connecting over 1.6 billion users worldwide, the Group operates a diverse portfolio of 70+ services spanning e-commerce, FinTech, digital content, and mobile communications, all unified through a single, industry-leading rewards platform.
2021 - Current
Rakuten Super Point Screen
2018 - 2021
Innovation Department
2016 - 2018
Customer Strategy Department
2015 - 2016
Creative Web Design Department
Experience
Rakuten Super Point Screen
Identified and resolved issues in the onboarding process resulting in a 33% reduction in user drop-off.
Created a foundational Design System for brand identity across different platforms.
Partnered with stakeholders to translate business objectives into intuitive, user-centered feature sets, increasing Daily Active Users from 2 million to 5 million.
Delivered high-fidelity UI designs for core product features, balancing business and user needs.
Designed a scalable management interface that empowered internal teams with greater customization while cutting labor time and improving data accuracy.
Design Strategy Lead for a reward-based content service - driving ad engagement through behavioral design while leading a fully remote, global team.
Rakuten Wallet
I led the design strategy for the launch of a Rakuten-integrated cryptocurrency exchange, overseeing the end-to-end user experience and aligning high-level product vision with a global rewards infrastructure.
Architected the Rakuten Wallet brand identity from the ground up, balancing Rakuten Wallet’s visual identity with a nuanced alignment to the global ReX design system.
Facilitated executive-level UX workshops leveraging design thinking methodologies to align stakeholders and define the foundational service and branding concepts.
Directed end-to-end service design for the Rakuten Wallet mobile platform, overseeing the product lifecycle from initial discovery and prototyping to a successful market launch.
Rakuten Super English
Design Lead for the Rakuten x Lingvist global partnership—aligning international brand standards and optimizing landing page literacy.
Engineered a seamless Rakuten ID integration for the Estonia-based language learning service Lingvist, ensuring a frictionless cross-service transition for the user ecosystem.
Designed a high-conversion landing page that strategically synthesized two distinct brand identities, resulting in a 10% conversion rate (CVR) through optimized information architecture and visual storytelling.
Rakuten PointClub
A core management hub that streamlines rewards and membership tracking for the Rakuten ecosystem.
Redesigned the membership page’s coupon section to improve feature discovery by users and streamline the reward redemption process.
Revitalized high-tier membership pages with a luxury-focused visual language, successfully elevating perceived value and status for premium members.
Facilitated in-depth user interviews to identify issues within the membership journey, and created design improvements.
Side Project(s)
S3M
An app for users to bulk upload and manage their media’s basic metadata. Vibe-coded with Google Stitch and AIStudio