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KDDI VideoPass



Role: UX & UI Designer. Platforms: Android, iOS, Responsive Web, STB.

Our team managed to secure a contract with KDDI, the 2nd largest telecommunications provider in Japan, to design the UX and UI for their Videopass service. A few months after launch, the service had over 1 million active users, watching movie and TV content on their phones, tablets and computers. It was a really interesting project, learning about the cultural differences in Japan and how this impacts the UX of this product.


Mapping out the entire journey

It was important for us to understand the entire customer journey, from how customers hear about Videopass, are able to subscribe to the service, and how they interact with customer services. We worked closely with KDDI to map out this experience, for example a customer entering a KDDI store to buy a new phone, and the colleague upselling the Videopass service.

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Information Architecture

The Videopass app had many sections, such as different ways to discover new content, and areas for personalisation. To communicate the structure with both the client and our developers, we needed to create several site maps to show the information architecture and hierarchy.


Documenting the flow

The Videopass app used many of KDDI’s already existing services to function, such as authenticating users who already have a KDDI account. To provide clarity to our team, and ourselves, we documented each of these flows so that we shared a consistent understanding of how the app should behave.


Lots of detailed wireframing

Due to the size of the service, we needed to produce a lot of wireframes and documentation. Not ideal, but we needed to work this way in order to communicate effectively with our clients in Japan, as well as the development team in house. Wireframes needed to be designed and signed off by the client before development could begin, in a very waterfall process.



The service was a huge success, and once it had launched we were able to look at new ways to innovate the product. One of these being a gesture based (invisible interface) video player, where users simply tapped or swiped in different ways to trigger different actions, such as fastforward, skip chapter, rewind 10 seconds etc (sorry I can’t show it here as it’s top secret!).