Shop Japanese Products in Your Language Anytime

An app helps non-Japanese speakers do shopping in Japan without hassle. Scan the barcode on the product packing, and users can access the product information and reviews in their mother tongue on the app. This project was undertaken as the pitch for the UNSW entrepreneurship competition.

Project Period
8 weeks

ProtoPie, Figma, Miro

My Role
Research, Branding, Design System, UX/UI Design, Prototyping, User Testing

High-fidelity prototype

"Remember the last time travelling to Japan and shopping at a local store? What was your experience shopping with zero understanding of Japanese?"


Travellers or ex-pats encounter difficulties shopping in Japan if they understand 0 Japanese. As most of the local products only have information in Japanese on the packing, the non-Japanese speakers can barely find and buy the right products without any assistance. Under this circumstance, the help from conventional translation products is limited neither the local staff without multi-language skills.

How might we develop an app with barcode scanner that enables non-Japanese speakers to read the product information on packing in their mother tongues and make shopping more efficient, with just one scan?


I designed an app for non-Japanese speakers to read the product information on packing in their mother tongues. By simply scanning the barcode or product packaging, users can read the product information in the set language on the app.

Uplift the shopping experience, users are enabled to view product reviews and similar products for comparisons. Users can save the items to "Favourite" or add them to a shopping list to plan the shopping in a better way.



To understand and dig in the user paint points, I interviewed 10 participants who travelled to or stayed in Japan about their local shopping experience.

The participants aged from 25 to 48, have zero or very limited understanding of Japanese.


I did some desktop research to see if I can leverage any insights into features for informing my design decisions.

I analysis the direct and replacement competitors for their key features, and experience.


The personas cover the user spectrum, and list the user pain points and needs:

1. Frustrated for the limited help from local staff who only speak Japanese.

2. Fancy the convenience of photo translation, but low accuracy gives a headache.

3. Do the homework for better decision making before purchase.


I used the prioritisation matrix to screen the varied ideas generated from the user needs and eliminated the ideas that don't fit the business need and tech constrains.

And the final hypothesis is an app with the that enables user to read the product packing in preferred languages.


The information architecture is constructed with the winners from the prioritisation matrix.


I draw a wireframe and iterated the design based on insights from user testing.


The EaseShop logo portrays the product essence through the scanner and shopping bag icons. And the warm and spring colour palate communicate the friendly and helpful spirit of the brand.