About
When the phone is mostly just a screen, that’s where an operator’s brand personality and meaningfulness needs to come through. KDDI wanted to make an experience statement in Japan with a redesign of the Android UI.

Problem
In Japan, the first version of Android was considered difficult to use and quite unattractive.

Solution
By conducting user studies on site in Japan and working in a close collaboration with our client KDDI, we created new UI behaviours with beautiful graphics. We gave the user more control to personalize the UI since this proved to be important to these particular users. The launcher was redesigned and mundane tasks like rearranging app icons were given our special attention. By making these tasks fun to perform users would spend more time interacting with the UI forming a relationship with KDDI’s brand.