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Our Strength

Why Goodpatch

In an era when AI enables anyone to create, why do companies choose Goodpatch? We begin by asking why something should be built, then leave behind systems that continue creating value.

Goodpatch is a design partner that works end to end—from fundamental business challenges and customer understanding to UX/UI, AI, and product implementation. We accompany companies through transformation and help their teams reach a state where they can continue creating value on their own.

  • Strategy

    Frame the business question

    Turn ambiguity into a question that moves the team forward.

  • Value

    Find the essential value

    Turn unspoken needs into a reason to choose.

  • Experience

    Bring it to life as an experience

    Unify UX/UI, brand, and AI in one coherent experience.

  • Outcome

    Leave a system for self-sustaining progress

    Embed knowledge in systems, people, and culture.

Projects
2,000More than 2,000 supported projects
Awards
90More than 90 awards received
Designers
270More than 270 designers
Partners
800More than 800 designers group-wide, including Goodpatch Anywhere

Key Strength

The real challenge companies face is not simply how to build a screen. It is deciding what value to deliver to customers, which choices to make as a business, and how to turn AI and brand into a coherent experience. Goodpatch transforms these ambiguous questions into experiences that reach customers and results that move the business forward.

  1. 01

    You can consult us before requirements are fixed

  2. 02

    We turn customer understanding into a path to business advantage.

  3. 03

    We connect brand, product, and AI as one experience.

  4. 04

    We support implementation and improvement, not only concepts.

  5. 05

    We leave the organization able to move forward on its own, not only with deliverables.

3 Reasons

Consistent support, a trusted record in UI/UX, and co-creation as a committed partner. Our strength lies in connecting all three to business results and organizational transformation.

  1. 01

    End to end—from strategy and implementation to autonomy

    Move beyond concepts and leave lasting capability

    We enter while the challenge is still ambiguous and reframe the business question itself. We then bring the idea to life as an experience and stay alongside the client until its own team can continue improving it.

  2. 02

    The credibility of Japan’s first publicly listed design company

    Since 2011, we have worked alongside companies transforming their businesses, from new ventures and product development to branding, with UI/UX at the core. We apply the knowledge built as Japan’s first publicly listed design company to deliver design that drives business results.

  3. 03

    A co-creation partner with genuine ownership

    We do more than produce what we are told

    A partner that only makes what it is asked to make cannot solve the essential challenge. Goodpatch enters each project with a level of ownership equal to or greater than the client’s, framing questions together and moving the business forward together.

Coverage

Consistent support, a trusted record in UI/UX, and co-creation as a committed partner. Our strength lies in connecting all three to business results and organizational transformation.

UX design sits at the center of four connected areas: business strategy, organization, technology, and brand. These extend respectively into management strategy and design management, human-capital management, digital transformation strategy, and corporate brand strategy.

User Experience: Design

  • Design × Business Strategy — Management Strategy / Design Management: Build teams with people experienced in strategy consulting、Provide AI × business strategy solutions
  • Design × Organization — Human-Capital Management: Develop and sell the AI product Layermate、Strengthen collaboration with development partners
  • Design × Technology — Digital Transformation Strategy: Develop and provide the AI-powered HRmony AI product in house、Provide organizational solutions through People and Design
  • Design × Brand (Marketing) — Corporate Brand Strategy: Actively provide brand-experience and marketing solutions

Process

Goodpatch does not separate strategy from implementation. We stay alongside clients with the next stage—a state in which they can continue on their own—in view. The value of our design support lies in treating strategy, output, and outcome as one connected process.

Do not stop at strategy. Do not stop at deliverables. Leave capability in the organization.

  1. Strategy

    Design the essential business question

    We organize business, customer, and brand challenges and make the question to be solved clear. Rather than merely organizing requirements, we identify upstream management and business issues and define the direction the team should take.

    • ・Structure issues through the business, customer, and competitive environment
    • ・Discover customer insights and design value hypotheses
    • ・Define an experience concept that includes brand and the role of AI

  2. Output

    Implement it as an experience and product

    We turn the question and value hypothesis into an experience customers can actually use. UX/UI design, prototyping, development collaboration, and improvement operations connect the concept to a market-ready deliverable.

    • ・Shape UX/UI, service design, and brand experience
    • ・Assure quality through prototypes, design systems, and implementation collaboration
    • ・Provide ongoing support with post-launch validation and improvement in view

  3. Outcome

    Leave the ability to keep moving

    We embed the criteria and processes gained through the project as organizational capability. We do not finish when deliverables are handed over. We stay alongside the client until its own team can continue creating value.

    • Leave it in systems

      Establish criteria, processes, and design systems that the team can operate.

    • Leave it in people

      Embed customer understanding, ways of thinking, and reasons behind decisions in the team.

    • Leave it in culture

      Make values, shared language, and quality standards part of everyday practice.

Outcome Case

We do more than draw a strategy and create deliverables: we stay until transformation takes root inside the company. Our long-term co-creation with Marui Group is one example.

Marui Group × Goodpatch

Digital transformation born from co-creation with Marui Group

Goodpatch has worked alongside Marui Group over the long term, using design to support its digital transformation. Through Muture, our joint venture with Marui Group, we continue to transform the organization, business, and customer experience of a large enterprise. This experience—going beyond external support to enter deeply into a company’s transformation and execute together—is one of Goodpatch’s defining strengths as a design company.

  • Long-term partnership
  • Joint venture
  • Enterprise digital transformation
  • Organization, business, and customer experience

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People

Goodpatch brings together specialists who can work across business, customers, experience, and implementation. Their expertise spans UX/UI, research, product leadership, engineering, and business design. We assemble the combination each project needs, then frame questions, design experiences, and drive implementation with the client. Our specialists co-create with a level of ownership that can exceed the client’s own—one of our greatest strengths.

The client and Goodpatch form one central team, supported as needed by eight specialties working together.

Client × Goodpatch Team

  • UX Designer
  • UI Designer
  • Product Designer
  • UX Researcher
  • Project Manager
  • Engineer
  • PdM / PMM
  • Business Designer

Capabilities

  1. Reason 01

    Design the question from the business challenge

    We work across management, business, customer, and frontline perspectives to clarify what should be solved in the first place.

    Before
    What to build is unclear
    After
    A testable experience hypothesis
  2. Reason 02

    Find value in customer insight

    We uncover the true needs behind what users say and do, then turn them into a value hypothesis that can grow the business.

    Before
    Research exists, but the next move is unclear
    After
    Perceived value becomes an advantage
  3. Reason 03

    Connect brand and product experience

    We translate the brand’s intent and promise into product and service experiences customers can actually touch.

    Before
    Brand and experience are disconnected
    After
    Value is communicated through UX/UI
  4. Reason 04

    Implement the concept as a product people use

    We move beyond strategy and concepts, using UX/UI, prototyping, and development collaboration to bring the product to market.

    Before
    The concept stalls at implementation
    After
    It reaches people as a usable experience
  5. Reason 05

    Leave the organization able to continue

    We leave not only deliverables but also criteria, processes, and shared language, moving the team toward continuous value creation.

    Before
    Knowledge remains with an external partner
    After
    The team can keep improving

Difference

Goodpatch connects strategy to customer experience, brand to product, and ideas to implementation.

Compared with
Strategy consultancy
Typical strength
Structuring management issues and formulating strategy
The Goodpatch difference
We turn strategy into customer experience and product
Compared with
Production company
Typical strength
Executing web and UI production
The Goodpatch difference
We start by deciding what should be built
Compared with
Development company
Typical strength
Implementation and technical expertise
The Goodpatch difference
We implement value hypotheses, UX, and brand together
Compared with
Branding company
Typical strength
Articulating ideas and creating a world
The Goodpatch difference
We connect the brand through to the product experience
Compared with
AI development company
Typical strength
Implementing AI features
The Goodpatch difference
We design AI as a human-centered experience

AI × Design

Goodpatch moved early to introduce Claude Code across the company and has worked to make every employee an AI builder capable of creating applications. We apply the practical knowledge gained by using AI to dramatically improve and transform our own operations to AI solutions for our clients.

  • Product

    Implement an AI-native experience in the client’s product.

  • Workflow

    Embed AI agents in business systems and workflows.

  • Organization

    Enter the organization and stay until AI adoption takes root.

AI Solutions

We provide our firsthand knowledge of AI-driven operational transformation as solutions for product experience design, AI-agent orchestration, and AI-driven organizational transformation.

  1. 01

    Client products

    Goodpatch AX

    Product Experience Design

    We implement AI-native experiences in client products. As an evolution of existing solutions, we work end to end across UI, interaction, and trust design.

    Team

    • Prompt Library
    • DS × LLM
  2. 02

    Client systems / workflows

    Coming Soon...

    Harness Design

    AI Agent Orchestration Design

    We design AI agents into business systems and workflows. Using Layermate as a foundation, we design the harness—the connective structure—for work in which people and AI collaborate.

    Team

    • FDE
    • Engineer
    • UX Designer
  3. 03

    Client organizations

    AI-Driven Organizational Transformation

    Discover → Implement → Embed

    Working with an FDE mindset, we enter the client organization and stay until AI adoption takes root. We support the full journey from discovering challenges through implementation and operational adoption.

    Team

    • UX Designer
    • Strategist
    • FDE

AI Agentic UX Design

AI Driven Transformation

As AI becomes part of every experience, companies need Agentic UX to realize its full potential. We combine our experience as a UX pioneer with the humanity of designers who think deeply, care intensely, and refine every detail to deliver AI × Design that drives business.

View Details

Group Companies

Goodpatch was founded in 2011 as a design company specializing in UI/UX and has grown by expanding the value we provide to clients. After becoming the first design company in Japan to list on the Tokyo Stock Exchange Growth Market in 2020, we have continued to build a group through mergers and acquisitions.

June 2020

Listed on the TSE Growth Market

The first design company in Japan to go public—a design partner with a transparent, well-governed management foundation.

Group Companies

We respond to client challenges through distinct specialties in brand, digital transformation, HR, and AI tools.

Our Design

Drawing on the expertise we have built over 15 years, and our record as Japan's first publicly listed design company, we drive corporate transformation.

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.

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