JAEN

I study the moments
people get stuck.

I find the moments people stop, investigate why, and redesign them into paths forward — users lost after signup, feedback stuck inside organizations, customers turned away by AI. From research to UI and implementation specs.

Tomoe Hashimoto ／ UI/UX Designer + Product Manager ／ Vancouver ⇄ Japan

Works

Records of Mayoi

Mayoi — the moment of hesitation before a decision.

Ongoing: getting stuck on construction sites
2024 – presentProduct management ／ experience design

Product Management for Construction SaaS

At a construction-industry SaaS company, I own problem definition through requirements as a designer-PM. I lead experience design and partner with the team's UI designers for interface execution.

NowDetails under NDA — happy to share what I can in conversation.

Getting stuck after AI says no
2025.1 – 2025.10UI/UX design ／ contract ／ team of 76 min read

Feature & Navigation Design for an AI Chat Service (Shopify App)

Designed automated order cancellation where only one case succeeds and every other case is a refusal — the experience hinged on how the AI declines. Also rebuilt the admin navigation, replacing AI jargon with the store owner’s own words, ordered by their actual workflow.

OutcomeOwned requirements through implementation specs; retained across multiple features.

Chat screens showing the list of cancellable orders and the fallback guidance when none apply
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Getting stuck right after starting
2023.11 – 2023.12UI/UX design ／ team of 73 min read

Post-Signup Experience for Accounting SaaS

From a vague "the experience feels off," I located the problem by layering interviews with quantitative and behavioral data. With "from unclear to confident" as the decision criterion, I prototyped and comparison-tested three fixes, including a pricing table that had left users stuck.

OutcomeUI finalized through 5 think-aloud user tests; pricing table taken to A/B testing.

The redesigned home screen, with the next step made explicit
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Feedback stuck with nowhere to go
2021.10 – 2023.09Initiative lead ／ ~20 stakeholders6 min read

Building a Product Feedback Cycle

Feedback sat in limbo, undecided — an organization’s version of getting stuck. A survey across ~20,000 businesses made the churn risk visible and built consensus; I then designed a collect–apply–deliver cycle where even "won’t do" is an explicit, communicated decision.

Outcome95% reported increased trust after follow-up; the system still runs today.

Overview diagram of the product feedback cycle
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Lab

The Mayoi Lab

Works is research before building. Lab is building, then finding out.

Nokoco iOS

The stuck point
People stall on which photo to pick and how much to edit it.
Hypothesis
Records don't accumulate because choosing and editing stand in the way. Remove those steps entirely — let it happen on its own — and the record of your kid builds up by itself.
How I'll check
After release, I'll check retention and how the "shelf" actually fills up.

Status：Preparing for App Store review

Restack Shopify App

The stuck point
Deciding what to reorder, and when, becomes a daily question that never goes away.
Hypothesis
What a low-SKU shop needs isn't demand forecasting — it's a nudge that arrives before the hesitation does.
How I'll check
After launch, I'll check it against how the shops using it actually reorder.

Status：In development

About

"Something feels off about this experience" — that's where I can start with you.

Much of my work begins before a problem is even confirmed to exist. Based in Vancouver and working remotely with teams in Japan, I document not just decisions but the reasoning behind them.

In-house product design and contract feature design. Currently a UI/UX designer and product manager at a construction SaaS company.

Desk researchSurveys & analysisUser journeysService conceptsWorkshop designInformation architectureFlows & wireframesUI & interactionRequirements & specs
More about me →

Contact

Work inquiries — or just a story about where your users get stuck — are welcome by email. You don't need a fully formed brief to reach out.

tomoe7766@gmail.com