Strategy & Vision
Before touching any UI element, ARCHECO asks the most fundamental question: why does this app exist? For TSUTAYA — one of Japan's most culturally significant media brands — the answer was more complicated than the existing interface suggested.
Execution & Design
TSUTAYA's heritage is physical: video rental, music, books, and the cultural rituals surrounding them. Its digital app inherited features from this legacy without fully reckoning with what mobile users actually need in a streaming-dominated market.
Impact & Growth
The strategic audit revealed a fundamental positioning problem: the app served too many user intentions simultaneously — discovery, purchase, membership management, cultural curation — without clearly prioritising any. Comprehensive, but not compelling.
Conclusion
The redesign direction was deliberately reductive: i
