Reimagining the online experience for an established brand adapting to changing customer expectations.

Japan Centre had built a loyal following over many years, but the rapid shift towards online shopping highlighted the limitations of an ageing digital experience. The challenge wasn’t simply to redesign the website—it was to help a well-established business evolve while preserving the authenticity that had made it successful.

Working alongside the Head of Product and UX, I joined the project to help shape a more modern experience that balanced commercial objectives with the unique character of the brand. From early research through to visual design, the focus remained on creating an experience that felt familiar to existing customers while better supporting future growth.

Before exploring solutions, we carried out UX reviews, competitor analysis and GA audits to understand where the existing experience created friction.

Rather than approaching the redesign as a visual refresh, the work focused on identifying opportunities to improve navigation, product discovery and the overall shopping journey while respecting the expectations of an established customer base.

This evidence created a clear foundation for the product direction.

One of the biggest challenges was deciding what to change—and what to deliberately leave alone.

Returning customers already understood many aspects of the existing experience, so the redesign needed to modernise the platform without making it feel unfamiliar. Early wireframes and collaborative workshops helped explore how established eCommerce patterns could improve usability while still reflecting Japan Centre’s personality.

The final concepts combined research, product thinking and visual design into a more contemporary shopping experience that respected the heritage of the brand.

The goal wasn’t to reinvent Japan Centre. It was to make the experience feel easier to navigate, easier to scale and better equipped to support the next stage of its digital journey.

This project reinforced that modernisation isn’t always about dramatic change.

For established products, good design often comes from understanding what customers already value and evolving the experience thoughtfully rather than replacing it entirely. Creating room for improvement while respecting familiarity is a balancing act I’ve continued to draw on throughout my product career.

Product and UX Lead: Chris Constantine, Head of Ee-commerce and Digital: Merinda Taylor, UI and Creative design: Jenna Patrick, Development: Niall King