Libertas

Finally, an online bank in Japan for Foreign Residents.

Reviewing my UX work? I'd love your comments on my full case study.

Introduction

  • How might we design an online banking experience that is simple, accessible, and trustworthy for foreigners living in Japan, who face language barriers, unfamiliar with banking systems and procedures due to cultural differences that naturally segregates them?

  • Create a user centered online banking platform that enables non-Japanese residents to manage their finances, open accounts, and gain access to services that properly thrive in Japan.

    This project will not only tackle UX research and design but will also create a welcoming branding and a supportive end-to-end customer experience.

Empathize with user

  • Target Participants

    Foreign Residents currently living and/or investing in Japan (20-50 years old)

    Interview Goals

    • Identify pain points (opening, maintaining Japanese bank accounts)

    • Explore trust issues and expectations around online banking

    • Understand digital behaviors, preferences for customer support

    •  Language and cultural related barriers and workarounds

    • If the Opportunity costs or Sunk Costs of investing in Japan

    Method

    •  Semi-structured open-ended. Clear, neutral, and conversation style interviews

    • Group of 5 participants to gain feedback, reactions, agreements, disagreements, or grey zones.

    Questions

    ( Click here to see the “EquaBank User Interview Guide” Google Document I created ) 

  • Through five user interviews with foreign residents in Japan — spanning professions from tech to hospitality — I uncovered deep frustrations, unmet needs, and behavioral patterns related to banking and financial management. These insights informed the core UX direction for EquaBank.

    This Empathy Map represents a consolidated summary of insights gathered from five individual user empathy maps developed during the research phase of this case study.

    🧠 Thinks

    • “Banking here should be easier and more digital.”

    • “I don’t know who to turn to when something goes wrong.”

    • “It feels like the system isn’t made for people like me.”

    • “I want to grow financially here, not just survive.”

    • “It’s frustrating that there are no clear answers or guidance.”

    ❤️ Feels

    • Frustrated by outdated interfaces, lack of integrations, and slow processes

    • Anxious about making mistakes due to kanji-heavy documents and confusing procedures

    • Disempowered by the lack of transparency or control over their financial future

    • Isolated — relying on friends, coworkers, or partners just to manage basics

    • Skeptical that switching banks will improve anything

    🗣️ Says

    • “I want smart tools, not just a balance.”

    • “Even as a designer, I was confused by onboarding.”

    • “I had to bring someone just to translate.”

    • “Why is something like iDeCo still done by fax?”

    • “I’d leave Japan if I couldn’t feel financially secure.”

    🏃‍♂️ Does

    • Relies on Sony, Rakuten, Shinsei, MUFG, or Japan Post despite dissatisfaction

    • Uses apps like Wise or PayPay to avoid friction

    • Seeks help from coworkers, community, or partners to complete financial tasks

    • Avoids investing or delays it due to complexity and fear of error

    • Compares Japan’s banking to smoother global options (like Monzo or Wise)

  • 👩‍💻 Persona 1: Beth Donald – “The Digital Millennial”

    A 32-year-old Australian UX designer fluent in Japanese, Beth is tech-savvy but frustrated by outdated, paper-heavy processes in Japanese banking. She wants a seamless digital experience in English and modern features like budgeting and alerts. She’s motivated to stay in Japan but only if services evolve to match her digital lifestyle.

    • Needs: Clean UI, English support, modern features

    • Goals: Financial independence via mobile, long-term investing

    • Frustrations: Paperwork, legacy UX, confusing onboarding

    👨‍🍳 Persona 2: Daniel Lapalme – “The Practical Foreigner”

    A 38-year-old Canadian chef and restaurant co-owner, Daniel manages both family and business finances. While conversational in Japanese, he struggles with banking systems that lack bilingual support and integration. He seeks efficiency, not luxury, and needs reliable service that works for both personal and business use.

    • Needs: Bilingual help, auto-payment tools, business support

    • Goals: Simplify banking for work and home

    • Frustrations: Poor app translations, branch dependency, complex paperwork

    🧑‍🏫 Persona 3: Riley Walker – “The Confused & Anxious Newcomer”

    A 26-year-old non-binary Canadian freelance instructor, Riley is new to Japan and overwhelmed by the lack of beginner-friendly banking tools. With limited Japanese skills, they need step-by-step, English-first guidance to feel safe and empowered in managing money independently.

    • Needs: Clear onboarding, English UX, basic features only

    • Goals: Build savings, learn financial systems, feel in control

    • Frustrations: Kanji-heavy forms, no support, fear of making errors

Defined  User needs

After creating three detailed user personas, I mapped out their end-to-end user journeys to understand their behaviors, pain points, and moments of opportunity. From there, I defined each user’s core needs by crafting clear Problem Statements and Hypothesis Statements. I then developed focused Goal Statements that not only addressed user motivations but were strategically aligned with Libertas’s business objectives.

To explore this work in more detail, please view the full case study

Ideate Solutions

To ideate effective solutions, I first researched Libertas’s direct and indirect competitors. I developed a direct competitor analysis matrix to visually identify key gaps and opportunities, which informed a list of 10 ways Libertas could differentiate itself. Building on that, I conducted a SWOT analysis to evaluate Libertas’s strengths, weaknesses, opportunities, and threats in comparison to its competitors. These insights led to 10 strategic opportunities for Libertas to stand out, deliver stronger user value, and establish a unique position in the market.

Direct Competition

Wise

Offers multi-currency accounts and low-fee international transfers; great UX; widely used by expats.

Revolut Japan

Fully digital bank-like services, supports multiple currencies, user-friendly UI, English support.

Sony Bank WALLET

Offers English-language website and support, international Visa card, and online banking features.

Prestia Trust Bank

Known for full English banking services (customer service, online banking), popular among long-term foreign residents.

Shinsei Bank

Offers foreign currency accounts and some English support; popular with foreign residents.

PayPay Bank

Mobile-first experience, gaining popularity among tech-savvy users in Japan.

High Fidelity Prototype

What I learned

  • Color scheme felt clinical: Users associated bright green and white with hospitals; preferred natural, muted tones—but didn’t view color as a critical usability issue.

  • Keep It Simple, Stupid (K.I.S.S.): Simplicity was essential to reduce cognitive load for emotionally vulnerable users.

  • Empowerment through choice: Users valued autonomy—being able to define preferences and needs made the experience feel more personal and supportive.

  • Lack of confirmation caused uncertainty: Users wanted clearer feedback that actions (e.g., bookings) were successfully completed—especially important in mental health contexts.

  • Integrating National Health Insurance & My Number Card: Identified a UX opportunity to reduce friction by enabling insurance scanning during onboarding.

  • In-person interviews revealed deeper insights: Face-to-face conversations were more emotionally revealing than remote interviews.

  • Users preferred a familiar subscription model over a traditional checkout; Since the process is longer, insurance breakdowns added clarity and justified the process—highlighting the importance of transparency in payment design.

  • Progress indicators improved engagement: Users appreciated visual cues and supportive microcopy during onboarding—it kept them motivated and oriented.

Got a minute? Before you connect with me on LinkedIn. Check out my case study and leave your thoughts!

Do Me a Favour!

“If you can, take a quick second to connect with me on LinkedIn —it would mean the world to me! And if you have any feedback, feel free to contact me using the link below.”

Other Projects

Back to Portfolio