Role
Lead Product Designer

Project Space
Interactive Digital Signage
B2C
Growth Design

When GINZA SIX, a luxury shopping mall in Tokyo’s Ginza district, opened, Shiseido introduced an innovative interactive digital interface in their store. As a designer at teamLab, I served as the lead designer for this project, overseeing UX/UI design and art direction.

The goal of this project was to provide a personalized, interactive experience targeted at young women in their 20s, combining beauty consultation with product exploration. To achieve this, we introduced Japan’s first Digital Counseling Mirror and placed a front-facing interface to display information about new products and enhance customer engagement.

Shiseido sought to redefine cosmetics shopping by combining personal consultation, product exploration, and digital interaction. The Digital Counseling Mirror allowed customers to view themselves while exploring product details, blending functionality with aesthetics.

The front-facing interface provided real-time product information triggered by proximity or product interaction, seamlessly integrating engagement and discovery to enhance the in-store experience.

Hypothesis

• Interactive features would personalize the experience and boost customer engagement.

• Intuitive design would appeal to young women in their 20s.

• High-quality visuals would build trust and reflect Shiseido’s innovative and elegant brand.

Interactive Digital Interface
We designed a front-facing digital interface that played product videos by default but dynamically displayed detailed product information and usage instructions when customers approached or interacted with the products. This ensured an engaging and seamless experience while highlighting new offerings.

Digital Counseling Mirror
The Digital Counseling Mirror allowed customers to see their reflection while exploring product options, combining practicality with innovation. By carefully testing and selecting the ideal display, we ensured the screen functioned as both a high-quality mirror and an interactive touch panel.

User-Centered Design
To cater to Shiseido’s target audience of young women, we created an intuitive interface with simple navigation, clear graphics, and engaging animations. The system prioritized ease of use while maintaining a premium aesthetic aligned with Shiseido’s brand.

High Visual Fidelity
We focused on accurately rendering product textures, colors, and effects on-screen, replicating their real-life appearance to build customer trust and confidence in their purchasing decisions.

Impact

• Enhanced Customer Engagement: The interactive interfaces encouraged customers to explore products more actively, creating a memorable and personalized shopping experience.

• Brand Innovation: The Digital Counseling Mirror and front-facing display showcased Shiseido’s commitment to blending classic elegance with cutting-edge technology, setting a new standard for the cosmetics industry.

• Improved Accessibility: The intuitive design and interactive features ensured ease of use for a wide audience, especially young women.

Learning

• Technical Challenges: Finding a display that functioned as both a touch panel and a realistic mirror required extensive testing and iteration, highlighting the importance of thorough experimentation in solving complex design challenges.

• Customer-Centric Design: Observing how users interacted with the system emphasized the value of intuitive, responsive design for increasing engagement and satisfaction.

• Blending Art and Functionality: This project underscored the importance of harmonizing aesthetics and usability to create innovative, brand-aligned experiences.

This project remains a career highlight, combining technology, art, and user-centric design to transform the in-store cosmetics experience.