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Yuki Tanaka

Senior UX Designer & Brand Lead · New York

YukiTanaka

COMMUNICATION ARTS · INTERACTIVE ANNUAL · WINNER · UX DESIGN 2024

Product & brand designer who makes complex flows feel simple — eight years across fintech, e-commerce and media, working in English and Japanese.

8yrs
designing across fintech, e-commerce & media
2.4M
SMB users on the onboarding I redesigned
4
product teams on the design system I own
48K
followers on Dribbble · Top Player
  • Figma
  • Framer
  • Principle
  • Adobe Illustrator
  • Photoshop
  • After Effects
  • Webflow
  • Maze
  • Dovetail
  • Miro
  • Notion

01 — Selected work

Work that shipped — and moved the numbers.

Products, brand and systems from Stripe, Shopify and Mercari, 2017 to today.

01

Dashboard onboarding, redesigned end to end

Stripe · Senior UX Designer — Lead · 2022 – present

+34% task completion · NPS 31 → 58 Read the case study →

02

Checkout, tuned for Japan

Shopify · UX & Brand Designer · 2019 – 2022

+18% conversion Case study →

03

A full brand identity for the Shopify Japan launch

Shopify · Brand identity system

Typography · colour · motion · localisation guidelines

04

Sail — one design system, four product teams

Stripe · Owner & maintainer of the internal design system

−60% component duplication

05

A faster way to list an item, on iOS and Android

Mercari · UI Designer · 2017 – 2019

4.2 → 2.6 min average listing time

06

Building blocks for Mercari’s first design system

Mercari · Needle design system

42 components contributed

07

Research that set the roadmap

Stripe · 28 user research sessions in FY2024

3 critical pain points → informed the Q2 roadmap

08

Six case studies on the Shopify Engineering Blog

Shopify · Writing about the work

140K+ combined reads

02 — Case studies

Two projects, up close.

Problem, approach and outcome — with the numbers that came after launch.

Case study 01 · Stripe

The first minutes, made easy.

Role
Senior UX Designer — Lead
Where
Stripe, New York
Scope
End-to-end redesign of Dashboard onboarding
Audience
2.4M small & mid-sized businesses

Problem

Onboarding is the front door to the Stripe Dashboard for 2.4 million small and mid-sized businesses — every step in it has to earn its place.

Approach

I led the redesign of the whole onboarding flow end to end, from the first sketches through to launch.

Outcome

After launch, the task completion rate rose 34% and NPS climbed from 31 to 58.

Net Promoter Score · before → after launch

−1000+100 31 58
2.4M
SMB users
+34%
task completion rate
31→58
NPS, post-launch

Process

Illustrative sketches of each stage · figures from the CV

  1. ResearchListen first; cluster what people say.

  2. WireframesSketch the flow, one step at a time.

  3. SystemAssemble screens from shared components.

  4. OutcomeNPS 31 → 58; task completion +34%.

Case study 02 · Shopify

Checkout, in Japanese.

Role
UX & Brand Designer
Where
Shopify, Tokyo
Scope
Checkout optimisation for the Japanese market
Reach
14,000 merchants in Japan

Problem

Checkout is where a sale is won or lost — and 14,000 merchants in Japan needed one designed for the Japanese market.

Approach

As UX & Brand Designer at Shopify, Tokyo, I designed a checkout optimisation built specifically for the Japanese market.

Outcome

Post-launch, the conversion rate improved 18% for those 14,000 JP merchants.

Conversion rate · indexed to pre-launch = 100

14,000
JP merchants
+18%
conversion rate

Process

Illustrative sketches of each stage · figures from the CV

  1. ResearchWalk the journey; find where it snags.

  2. WireframesRework the screens, mobile-first.

  3. SystemType and copy that read naturally in Japanese.

  4. OutcomeConversion +18% across 14,000 JP merchants.

03 — About

Tokyo-trained, New York-based.

I design the screen and the system behind it — in English and 日本語.

I’m a senior UX and brand designer with eight years across consumer fintech, e-commerce and media. I started in Tokyo designing seller tools at Mercari, moved to Shopify to design checkout and brand for the Japanese market, and relocated to New York in 2021.

Today I lead UX work at Stripe, where I own the internal design system, Sail, and run user research — 28 sessions in FY2024 alone. I also mentor two mid-level designers; both were promoted within 12 months of the mentorship programme starting.

Based in
New YorkNY · O-1B visa
Languages
EN · JPFluent in English and Japanese
Education
Tama ArtBA Visual Communication Design, Tama Art University, Tokyo · 2013 – 2017
Mentoring
2 of 2mid-level designers mentored, both promoted within 12 months

04 — Recognition

Noticed along the way.

05 — Experience

Tokyo → New York.

Three companies, one thread: products and the systems behind them.

  1. Feb 2022 – Present

    Senior UX Designer — Lead

    Stripe, New York

    • Led the end-to-end redesign of Stripe Dashboard onboarding for 2.4M SMB users — task completion up 34%, NPS from 31 to 58.
    • Own and maintain Stripe’s internal design system, Sail, across 4 product teams; cut component duplication by 60%.
    • Ran 28 user research sessions in FY2024, surfacing 3 critical pain points that informed the Q2 roadmap.
    • Mentor 2 mid-level designers — both promoted within 12 months of the mentorship programme starting.

  2. Jun 2019 – Jan 2022

    UX & Brand Designer

    Shopify, Tokyo (remote; relocated to NYC in 2021)

    • Designed a checkout optimisation for the Japanese market — conversion up 18% post-launch for 14,000 JP merchants.
    • Created the full brand identity system for the Shopify Japan launch: typography, colour, motion and localisation guidelines.
    • Produced 6 case studies for the Shopify Engineering Blog, with 140K+ combined reads.

  3. Apr 2017 – May 2019

    UI Designer

    Mercari Inc., Tokyo

    • Designed the iOS and Android UI for the seller listing flow — average listing time down from 4.2 to 2.6 minutes.
    • Contributed 42 components to Mercari’s first design system, Needle.

  4. 2013 – 2017

    BA Visual Communication Design

    Tama Art University, Tokyo

    • Dean’s Award for Outstanding Graduate Work.

06 — Toolkit

Eleven tools, one way of working.

Design & prototyping

  • Figma
  • Framer
  • Principle

Visual & motion

  • Adobe Illustrator
  • Photoshop
  • After Effects

Build

  • Webflow

Research & collaboration

  • Maze
  • Dovetail
  • Miro
  • Notion

07 — Contact

Let’s talk.

Based in
New York, NY (Visa: O-1B)
Portfolio
yukitanaka.design
LinkedIn
linkedin.com/in/yukitanaka
Languages
English · Japanese

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