Design Studio / Tokyo

We craft digital experiences that deliver results

Sekimachi Design Studio combines data-driven research with human-centered design to create digital products that truly work for people.

35+
Projects
10yr
Amazon (Contract)
15yr
In Tech
Rie Hayashi — Sekimachi Design Studio

Our Services

End-to-end design solutions grounded in research, data, and real user needs.

01

UX Design

User-centered design from wireframes to high-fidelity prototypes. We map journeys, define information architecture, and design interactions that feel intuitive.

Wireframing Prototyping User Flows IA
02

User Research

Evidence-based design decisions through user interviews, usability testing, survey design, persona creation, and competitive analysis.

Interviews Usability Testing Personas Surveys
03

UI Design

Clean, modern interfaces that align with brand identity. Responsive layouts, design systems, and pixel-perfect visual design for web and mobile.

Visual Design Design Systems Responsive
04

Data-Driven Optimization

Analytics-informed improvements through A/B testing, CTR optimization, scroll depth analysis, and conversion rate tracking.

A/B Testing Analytics CRO
05

Accessibility Consulting

WCAG-compliant, universally designed digital experiences. Accessibility audits, remediation plans, and team education on inclusive design.

WCAG Audits Universal Design
06

Front-End Development

Production-quality code from a designer who codes. HTML, CSS, JavaScript, and WordPress — bridging the gap between design and engineering.

HTML/CSS/JS WordPress AWS

Featured Projects

Data-driven UX design across e-commerce, marketplace platforms, and digital products.

Toy Page Renewal
Amazon Japan (Contract via Aquent LLC)
Toy Page Renewal — Full UX Redesign
Led end-to-end UX research and redesign of the toy category page. Conducted device analysis, scroll depth tracking, CTR analysis, customer journey mapping, and competitive research to create a unified responsive experience.
UX Research Customer Journey Competitive Analysis Wireframing User Testing
Christmas Gifts
Amazon Japan (Contract via Aquent LLC)
Christmas Gifts 2020
Analyzed previous year's data to identify issues. Redesigned the gift store resulting in significantly increased sales and conversion rates.
Data Analysis Information Architecture A/B Testing
Father's Day
Amazon Japan (Contract via Aquent LLC)
Father's Day — A/B Test Optimization
Identified low CTR post-launch and ran an A/B test that significantly improved CTR, OPS, and abandon rate. Insight led to a lasting design principle across campaigns.
A/B Testing CTR Optimization Postmortem
Search Page Renewal
Lancers
Search Page Renewal
Redesigned the high-traffic search page with complex information architecture. Used Google Analytics data to surface content users actually needed. Completed in just 2 weeks.
Google Analytics UI Design Rapid Iteration
Chusho Grow Story
Amazon Japan (Contract via Aquent LLC)
Chusho Grow Story — DX Support
Designed a new landing page for Amazon's DX support initiative with accessibility-first approach, collaborating with UX Creative Director on wireframe-to-production design.
Accessibility Landing Page Collaboration
Reward App
Net Marketing
Reward App — iOS & Android
Full-stack development of two reward mobile apps. Designed database architecture, built with LAMP/AWS stack, and managed outsourcing. Published on App Store and Google Play.
Mobile App Full-Stack AWS
Freelancer Onboarding Flow
Lancers, Inc.
Freelancer Onboarding Flow
Redesigned the freelancer registration and onboarding experience to reduce drop-off and improve profile completion rates, directly impacting talent-client matching quality.
User Research Onboarding UX Conversion Optimization

Test Projects

Design and development skills demonstrated through personal projects.

Web Design

Web Apps

Designer who codes.
Developer who designs.

I'm a UX Designer based in Tokyo with a unique background spanning both design and development. Starting as a programmer, I transitioned into UX design — giving me deep empathy for both users and the engineers building products.

Currently a Lead Designer at PERSOL CAREER, I previously worked as a contract UX Designer at Amazon Japan (via Aquent LLC) for 10 years, leading UX for 35+ projects including seasonal campaigns, category page redesigns, and service pages — always grounding decisions in quantitative data and user research.

I'm passionate about accessibility, and actively educate teams on inclusive design practices. I also spent 4 years working in Australia, bringing a global perspective to my design thinking. I'm available for freelance projects through Sekimachi Design Studio.

  • 2023 — Present
    Lead Designer
    PERSOL CAREER Co., Ltd.
  • 2022 — 2023
    UI/UX Designer
    Lancers, Inc.
  • 2015 — 2025
    UX Designer (Contract)
    Amazon Japan — via Aquent LLC
  • 2014 — 2015
    UI/UX Designer / Front-End Engineer (Contract)
    MetaMoJi
  • 2012 — 2013
    Programmer
    Net Marketing Co. Ltd
  • 2004 — 2010
    IT Manager
    Australian Travel Agency (Australia)
  • 2000 — 2004
    Web Developer / Designer
    Trans Cosmos Inc.

What I bring to the table

🔬

UX Research

User interviews, usability testing, persona creation, customer journey mapping, competitive analysis, and survey design.

📊

Data-Driven Design

Google Analytics, A/B testing, CTR optimization, scroll depth analysis, conversion rate tracking, and postmortem reporting.

✏️

UI/UX Design

Wireframing, prototyping, information architecture, user flows, interaction design, and responsive web design.

Accessibility

WCAG compliance, universal design, accessibility audits, and team education on inclusive design practices.

💻

Development

HTML, CSS, JavaScript, PHP, MySQL, WordPress, AWS. 15 years of hands-on coding experience.

🎨

Design Tools

Figma, Sketch, Adobe XD, InVision, Photoshop, Illustrator, InDesign, and various prototyping tools.

Certifications

Google UX Design Certificate HCD-Net Specialist UX Exam Basic (HCD-certified) Universal Design Coordinator Universal Color Adviser Web Analytics Consultant Google Analytics Advanced Oracle Master Silver

Have a project
in mind?

I'm open to freelance projects, full-time positions, and collaborative opportunities. Let's create something great together.