In this edition of our Professional Series, which delves into the lives of the extraordinary professionals working at PayPay, we focus on Maki Aoyagi (also known as YAGI), the head of the Design Department in the Payment Product Division. We asked her about her current focus, the unique strengths of PayPay’s design team, and upcoming challenges.
Maki Aoyagi (AKA “YAGI”)
Senior Manager of Design Department, Payment Product Division, Product Group
After joining Yahoo Japan Corporation as a new graduate, YAGI was involved in launching multiple mobile apps and was responsible for the UX of the Yahoo! JAPAN app. Since the inception of PayPay in 2018, she has been designing its integration into the Yahoo! JAPAN app. In July 2019, she transferred to PayPay to lead the design of the PayPay app. She officially joined PayPay Corporation in April 2020 and assumed her current role in May 2021.
Nurturing PayPay Through Design
Tell us about your career and how you joined PayPay.
I’ve loved drawing since I was a kid. I was quite shy when I was younger, but when people praised my drawings, it boosted my confidence and helped me open up. That feeling of reward kept me drawing, which led me to a career in design.
After joining Yahoo Japan Corporation (now LY Corporation) as a new graduate, I discovered QR code payment apps, which sparked my interest in the UX of financial services. So, after getting the chance to work on integrating PayPay into the Yahoo! JAPAN app, I jumped at the opportunity to transfer to PayPay.
When I first moved to PayPay, the product was still in its infancy. Under a manager who believed in trying things first and thinking about them later, I was given the freedom to experiment, albeit responsibly. This mindset has persisted in our product division, fostering a culture where we can continuously challenge ourselves.
What is your current mission at PayPay?
As the head of the design department, I oversee the UX of the entire PayPay app, design UX strategies, and manage departmental functions. My mission is twofold:
- Make the PayPay app an indispensable part of users’ lives.
- Make our organization one where PayPay designers can thrive.
As a payment app with over 64 million users as of June 2024, PayPay’s presence is steadily replacing cash payments. However, there’s still room for growth in other financial areas. For instance, we aim to expand experiences beyond payments, like using PayPay Bank for salary management, then investing that salary at PayPay Securities. We want to increase the number of such experiences from the design domain and make PayPay even more integral to users’ lives.
Regarding organizational management, I prioritize creating an environment where designers can work vibrantly. Surrounded by talented members who proactively propose improvements, my role is to ensure these proposals align with company policies and user needs. I act as a hub between the company, designers, and users, fostering an organization where designers can passionately engage in their work.
Design at PayPay: Powered by Global Minds
Have you faced any unforgettable challenges since becoming the head of the department?
Yes: Enhancing our UX research environment. While we’ve conducted user research since PayPay’s launch, the initial priority was on releasing and improving new features, leaving limited time for thorough research.
As PayPay grew, we gradually established a better environment, starting with forming a research promotion working group within the department. Passionate members led efforts like conducting surveys and presenting at all-hands meetings to gradually spread the importance of research within the product team. I recommend checking out the various initiatives introduced by our members in our Design Talks.
Through continuous efforts, we documented and shared the impact of our research and benchmarked against other companies, ultimately gaining approval from senior management. As designers, we emphasize logical and evidence-based design. Moving forward, we will continue to prioritize user research.
What strengths and priorities set PayPay apart from other companies?
First, PayPay’s strength lies in being a payment method used by over half of Japan’s population. In just a few years, we’ve significantly changed the cash-dominated financial habits of many users. Designing an app that transforms users’ lives ― not something you see every day ― is challenging and extremely rewarding for a designer.
Another unique aspect of our design department is its global nature, with members from various countries. This diversity brings fresh perspectives and innovative ideas, fostering creative synergies. We recently held a workshop where members shared popular apps and cultural trends from their countries, comparing them with the Japanese market, which was a hit.
We also focus on ensuring a seamless user journey. While this might seem obvious, it’s challenging to achieve, calling for us to be very deliberate with our designs. With designers from diverse backgrounds working on one app, individual screens may be optimized, but from the user’s perspective, a suite of contrasting screens may interfere with the app’s overall consistency and usability, making them leave. To address this, we’ve divided the organization into units, facilitating better communication of company policies and my vision. Additionally, we hold department-wide design review meetings twice a week for team members to learn about and exchange opinions on each other’s assigned services.
We also have working groups aimed at fostering interaction among members. Such interactions, even outside of work, contribute to overall department vitality. We’re quite welcoming, proactively supporting members in need, and we even had a weekend camping trip!
What enhancements do you want to make in the future?
I want to improve our team’s knowledge of the financial sector. We have monthly office days for meetings and workshops. Recently, we invited Division Heads to discuss the company’s financial service goals, including a Q&A session. We plan to continue these sessions with our finance team to involve designers in envisioning the design required for a cashless society.
We also aim to increase user research opportunities. Through interviews and other methods, we’ll delve into Japanese users’ financial knowledge and activities, providing more user-centric designs.
Self-initiative and Communication are Keys to Growth
What do you focus on in your work?
I always keep in mind the third of PayPay’s 5 senses: “Ego is not welcome, Communication is necessary.” Designers often have strong opinions and want to showcase their creations. However, it’s important those creations align with company policies and deliver what users need, rather than sticking solely to personal preferences. I prioritize thorough communication with users, stakeholders, and team members.
What do you value for the growth of your team members?
I respect members’ autonomy. Reflecting on my own career, being able to proactively engage in various services and freely pursue my interests at my previous job significantly contributed to my growth. I learned from both successes and failures. I want our design team members to feel the same freedom to propose new ideas and take initiative, learning from both achievements and mistakes to grow further.
Making PayPay Indispensable
Finally, what challenges do you want to take on?
As a user, PayPay has become more essential than my wallet. Moving forward, I want PayPay to support users’ entire financial lives, not just payments. As both a user and designer, I aim to make PayPay even more indispensable.
To achieve this, I will continue creating an environment where designers can shine. Vibrant work leads to great results. I also want to create designs that excite users. Given our ever-closer collaborations with our group companies, I believe PayPay will evolve beyond a payment app to support all aspects of users’ lives. I look forward to working with those who enjoy tackling big challenges through active communication with users, stakeholders, and their fellow team members!
Current job openings
*Job openings and employee affiliations are current as of the time of the interview.