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Design Partnership Business

A design partner that grows your business and organization

Goodpatch's design partnership business has grown beyond UI/UX design and development for products and services, extending to the design of management and business strategy, organizational transformation, and operational improvement.

We do not treat design as decoration. We use it to reach the heart of business.

Goodpatch's design partnership business goes beyond surface styling. We deliver design that contributes to business growth. Starting from UI and UX design, we have supported challenges spanning management and business strategy, product development, AI-enabled operational and organizational transformation, and branding.

Projects supported
2,000+
Designers
800+
More than 800 designers group-wide, including Goodpatch Anywhere
Awards received
90

Selected clients

  • ソフトバンク株式会社
  • 株式会社 イトーヨーカ堂
  • コクヨ株式会社
  • イオンペット株式会社
  • 株式会社丸井グループ
  • JAPAN AI株式会社
  • サントリービバレッジ&フード株式会社
  • トヨタコネクティッド株式会社
  • 株式会社NTTドコモ
  • 株式会社みずほ銀行
  • 株式会社サイバーエージェント
  • 株式会社SBI証券
  • 伊藤忠テクノソリューションズ株式会社
  • 三菱UFJ信託銀行株式会社
  • 株式会社マネーフォワード

Capability

Applying our strength in UI and UX designto the hardest challenge in every business phase

The role we can play changes as a business evolves. We stay alongside every phase and work as a partner to break through challenges together.

  1. 01

    Incubation

    Business Creation

    Launch, early validation, and foundations for a new business

    Primary approaches

    • Business ideation
    • Business model design
    • Problem and insight research
    • Mentoring
    • Prototype development
    • Proof of concept
    • Business concept
    • Business vision
    • Digital talent
    • Innovation programs
    • Culture design

    and more

  2. 02

    Growth

    Growth

    Product growth and stronger customer experiences

    Primary approaches

    • UI/UX product design
    • Product management
    • Marketing
    • Service branding
    • User research
    • Data analytics
    • Product development

    and more

  3. 03

    Transformation

    Transformation

    Management and organizational change that raises growth potential

    Primary approaches

    • Strategy design
    • CX design
    • Communication design
    • MVV and purpose
    • Branding
    • New brand launch
    • Organization and culture
    • AI adoption
    • DX talent development

    and more

Team

Five distinct organizations,one cross-functional team for each challenge

Goodpatch advances business through design. Goodpatch Anywhere brings together one of Japan's largest networks of design professionals. STUDIO DETAILS maximizes brand experience through exceptional creative work. People and Design builds organizations people love, while Muture advances the Marui Group's digital transformation. Experienced designers and engineers across these organizations form the right cross-functional team for each challenge and project goal, turning diverse client issues into business opportunities and stronger growth.

A team structure connecting Goodpatch, Goodpatch Anywhere, STUDIO DETAILS, People and Design, and Muture

Specialists in every field move businesses forward

  • Ikumi Tochio

    Creative Director / UI Designer

    Ikumi Tochio

    Tochio joined Goodpatch in 2018 and worked as a UI designer and manager before becoming a Creative Director in 2023. She has led projects spanning brand development and experience design for a delivery app, and now explores design that connects brand and experience beyond the boundaries of UI.

  • Atsushi Kitamura

    Director / Service Designer

    Atsushi Kitamura

    Kitamura joined Goodpatch in 2016. As manager of the UX Design Team in the Design Partnership Division, he worked on quality management and the recruitment and development of UX designers. He later helped launch the in-house product Strap as its business lead. He now leads the service designer organization in the Design Partnership Division.

  • Kanta Miura

    Director / Service Designer

    Kanta Miura

    Miura joined Goodpatch in 2019. As a service designer and project manager, he has worked across a wide range of projects, including renewing a legal-tech SaaS product, planning and developing the driving experience that underpins next-generation vehicles for a major automaker, and supporting a senior healthcare service from zero-to-one through growth. He now leads the service designer organization in the Design Partnership Division. He also teaches Digital Prototyping as a practicing faculty member at GLOBIS University and shares practical knowledge through UX and service design training inside and outside Goodpatch.

  • Jun Saso

    Brand Experience Director

    Jun Saso

    After working at NTT DOCOMO BUSINESS, formerly NTT Communications, Saso joined Goodpatch in 2015. He launched ReDesigner as its business lead before earning an MBA from HEC Paris. He now leads the brand experience practice in the Design Partnership Division.

  • Kyohei Taguchi

    Director / Senior Product Manager

    Kyohei Taguchi

    After consulting sales at Macromill, Taguchi worked in business development focused on AI and data. He later joined Goodpatch and has supported more than ten B2B and B2C projects as a product manager and UX designer, spanning zero-to-one and one-to-ten phases. He currently serves as General Manager of the AI-Driven Development Unit. His strength is driving business growth from both business and product perspectives by combining business development experience with design and experience strategy.

  • Takahiro Kawakita

    General Manager

    Takahiro Kawakita

    Kawakita joined Goodpatch after working as a product manager and business lead at a SaaS company. As a UX designer, manager, and producer, he has supported clients' business growth and product development. He now leads the client services organization as General Manager of the Design Partnership Division.

  • Hisami Akino

    Service Designer

    Hisami Akino

    After working as a UI designer and homepage business lead at Yahoo Japan, Akino served as a UX designer and organizational manager at a subsidiary of a major telecommunications company. She joined Goodpatch as a UX designer in 2022. Alongside client work, she develops UX designers and manages the UX design team. Drawing on extensive user-research-based UX design experience, she contributes articles to business media and speaks at events. She is a Certified Human-Centered Design Professional accredited by HCD-Net.

  • Shotaro Ishii

    Brand Experience Designer

    Shotaro Ishii

    Ishii studied design in London and went on to work at a local design firm, contributing to projects across fields including healthcare and sports streaming services. He returned to Japan and joined Goodpatch in 2019. As a Brand Experience Designer, he works across engagements from defining vision, mission, and values through to product design.

  • Mai Yoneda

    Researcher

    Mai Yoneda

    After graduating from Kyoto University's Faculty of Economics, Yoneda worked in management analysis for overseas Panasonic group companies and as a marketing researcher at P&G before joining Goodpatch as a UX designer. She launched a design research solution and serves as Research Team Manager. She began a research project with Kamikawa, Hokkaido, in June 2022 and relocated there that December. She completed the CL course in the master's program at Musashino Art University.

  • Takuya Tanaka

    Workshop Designer / Design Strategist

    Takuya Tanaka

    Tanaka began his career as a web director at Dai Nippon Printing. He later led UX design at NHN Japan, now LY Corporation, and served as a design lead at Oisix. At Recruit, he worked as a UX designer across education, HR, and many other industries, and at MIXI he contributed to UX design for Monster Strike. Since joining Goodpatch, he has worked with clients across industries as a Design Strategist and applies his expertise as a workshop designer for organizational development and UX initiatives.

  • Goodpatch Anywhere

    A design organization of about 600 specialists

    Goodpatch Anywhere is a design talent organization that reaches beyond location, employer, and organizational boundaries. Its flexible engagement model brings together highly experienced professionals who work as one team with the client organization.

    Members

    • UX Designers
    • UI Designers
    • Engineers
    • Product Managers
    • Business Strategists
    View Details
  • STUDIO DETAILS

    More than 80 awards in Japan and overseas

    Rooted in an award-winning creative agency, STUDIO DETAILS has evolved into a brand firm that unites strategy and creative development to grow brands together with clients.

    Members

    • Brand Strategists
    • Art Directors
    • Designers
    • Engineers
    View Details
  • People and Design

    Business success through organizations people love

    A strategic HR partner addressing people and organizational challenges from recruitment and onboarding through performance and departure, combining consulting with AI solutions.

    Members

    • Organization Designers
    • HR Consultants
    • Product Managers
    • Engineers
    View Details
  • Muture

    Enterprise DX across business and organization

    A joint venture created by Marui Group and Goodpatch. Muture advances transformation across both business and organization under the theme of realizing a mutually beneficial future.

    Members

    • DX Strategists
    • UX Designers
    • Organization Designers
    • Engineers
    View Details

Work

Projects where we worked at the heart of the business as a design partner. Explore the depth of each challenge and the tangible solutions created.

SaaS Product Support

Digital Transformation

Corporate Transformation

Why Goodpatch?

Why do leading companies choose Goodpatch as their business partner?

Goodpatch combines the breadth to support transformation from management through execution, a highly committed team, early adoption of advanced technology such as AI, and the stable foundation of a listed company.

  • Their strength across both apps and graphics means they understand the intent behind a request and can handle everything before an explanation is even needed. Even when we hand something over on the fly and ask, ‘Could you take this?’, they pick it up and turn it into something real.
    Every, Inc.
  • We had high expectations for Goodpatch from the outset, and both their process and the quality of their work were exactly what we had imagined.
    Ito-Yokado Co., Ltd.
  • The Goodpatch team brought just as much passion to the project as we did.
    AEON PET CO., LTD.
  • They brought the same level of passion and truly approached the work as their own. Having a partner like that was incredibly valuable.
    KOKUYO CO., LTD.
  • Their enthusiasm never faded throughout the project. I was delighted that they always shared the same commitment as we did.
    TEIJIN AXIA LIMITED
  • Rather than acting as external consultants, they worked completely as part of our team.
    Money Forward, Inc.
  • They do more than simply listen to our requests. It feels as though they are running alongside us.
    SoftBank Corp.
  • They supported us not only with design, but as a partner looking ahead to the growth of the service.
    Japan Tobacco Inc.
  • Even in the UI, every design decision is grounded in clear reasoning and a solid underlying philosophy. You can tell it has been thoroughly considered.
    Toyota Finance Corporation
  • Their mindset of valuing what we wanted to achieve and never losing sight of the core had an impact on our entire team.
    Mitsubishi Electric Corporation
  • What stood out was how clearly we could see Goodpatch putting in the effort to discuss and think things through together with us.
    MEDIFORD CORPORATION
  • Partners who can run with us to the very end with the same level of commitment are rare, and we appreciated how proactively they stepped into the work.
    Yayoi Co., Ltd.
Goodpatch and client teams collaborating on a project

Our Design

With 15 years of accumulated practice and a proven record as the first listed design company in Japan, we drive corporate transformation from design and experience design.

Get In touch!

Talk to us about anything—UI/UX design for services and products, brand building, AI adoption, new business development, or management and business strategy.