In our Professionals series, we spotlight the talent shaping the future of the PayPay Group. This time, we sat down with Maki Aoyagi, Head of Product Design at PayPay Bank; Shuichi Hirata, Head of the Consumer Experience Group; and Tomohiro Sakurai, Head of the Business Experience Group. Beyond simple screen design, these three leaders discuss how they are tackling the complexities of the financial sector to create experiences that genuinely support people’s lives and businesses. We explore the journey that began with a shared vision: to build products from a truly user-centric perspective.
Maki Aoyagi（aka YAGI）
Head of Product Design Dept., Product Division, PayPay Bank
With extensive experience in product design and organizational development at companies including Yahoo Japan Corporation (now LY Corporation) and PayPay, she transferred to PayPay Bank in June 2025 to spearhead the establishment of the Product Design Dept. Currently serving as Head of Product Design, the focus remains on realizing user-first banking experiences and cultivating a robust design organization.
Shuichi Hirata
Head of Consumer Experience Group, Product Design Dept., Product Division, PayPay Bank
Possessing a wealth of experience in the financial sector, including launching new projects, app product design, and UX strategy, he has been involved in PayPay Bank’s (formerly Japan Net Bank) products since 2017. Currently serving as Head of the Consumer Experience Group, the commitment is to enhancing banking UX from the perspective of the consumer.
Tomohiro Sakurai
Head of Business Experience Group, Product Design Dept., Product Division, PayPay Bank
After gaining experience in product design, UX design, and product improvement for app and web services at Yahoo Japan Corporation (now LY Corporation), he now serves as the Head of the Business Experience Group at PayPay Bank, where he focuses on improving the banking experience for corporate and business customers.
Redefining the Product Development Process
YAGI:
When I established the Product Design Department in June 2025, my primary focus was the future of PayPay Bank. I realized that for us to drive product development from a more user-centric standpoint, the role of our designers had to evolve.
Hirata:
Hearing that, I felt that the designer’s role was truly at a turning point. Previously, design often focused on crafting screens. Now, it starts with identifying what constitutes a “truly good experience” for the user. That perspective made me incredibly excited about the future of our product development.
Sakurai:
I feel the same. Instead of starting with what screens to build, we start by asking what truly creates value for our customers. That is a principle I keep at the forefront of my mind every day.
YAGI:
Of course, we didn’t have the perfect structure from day one. But we have been building up our “user-first” conviction through constant, daily discussions. That continuous effort is what has led us to where we are today.
Redefining the Product Development Process
YAGI:
Having the desire to be “user-centric” isn’t enough to change the product itself. We needed to establish a process where not just designers, but Product Managers and engineers, could engage in discussions from a user perspective. Over the past year, we’ve focused heavily on organizational development. After clarifying the designer’s role within the newly launched department, we created a structure where designers can get involved from the very early stages of a project. We also implemented weekly UX Reviews, ensuring that Senior Product Managers and designers always review projects with the user in mind. We don’t just execute business requirements; we debate the project’s background, purpose, and user needs based on the question: “Is this truly a valuable experience for the user?” As a result, we’ve had projects where we decided to delay the release or significantly overhaul the solution. I believe that process is essential if we are to build products from a user-centric perspective.
Hirata:
Since becoming the lead for the Consumer Experience Group, the biggest change has been our shift to discussing “what is the best experience for the user” as our starting point. Communication with Product Managers and engineers has fundamentally changed, and a culture of “building products together” is slowly taking root.
Sakurai:
I’ve seen similar changes in the corporate and individual business owner segments. We’re engaging with Product Managers and engineers much earlier in the process. The biggest shift is the time we now spend talking about “what holds true value for the customer” rather than just “how to build it.”
YAGI:
We aren’t at our ideal state yet, but our commitment to “user-centric product development” is beginning to manifest in our daily work. Our next challenge is to consistently deliver results using this new process.
Designing from Life’s Touchpoints
YAGI:
At the PayPay Group, we often talk about being “user-first.” However, for us at PayPay Bank, being user-first doesn’t mean simply fulfilling every user request. It means taking a holistic view of the user’s life. Understanding the essence of when and why they use a bank, what anxieties they face, and what they want to achieve—and then interpreting that to deliver the optimal experience. That is what being user-first means to us.
Hirata:
I agree. But banking has unique challenges. We handle people’s money and critical procedures. If a user feels even a slight sense of doubt—like “Did I do this right?” or “What if I make a mistake?”—it erodes trust in the service. For example, after completing a transfer, we didn’t just display “Complete.” We added a flow that allows users to immediately check the transfer details. We realized that a segment of our users wants to confirm they succeeded to feel at ease, so we designed that “peace of mind” into the experience. Designing the experience of “being able to use this safely,” rather than just making the screen easy to read—that is the most difficult, yet most interesting, part of banking design.
Sakurai:
The mindset is the same for our corporate and sole-proprietor business areas. We aren’t just here to help people “use a bank.” We are here to support our customers’ businesses. For instance, our integration with PayPay for Business and our online document submission process are examples of this. While balancing regulatory requirements and compliance, we ask how we can ensure procedures are smooth and waiting times are reduced. These efforts create an environment where business owners can focus on their core work without interruption. We don’t want to be a “convenient bank”; we want to be a bank that supports their business.
YAGI:
In banking, there are many critical requirements, such as laws and regulations. Even when we re-evaluated our “Deposit Revolution” experience, we debated at length how to convey necessary legal information while ensuring the user could intuitively understand the experience. We looked at non-financial services, like game UIs, to keep asking ourselves, “What constitutes an easy-to-understand financial experience?” The fact that we are in a regulated financial environment is exactly what makes the design challenge so interesting—finding ways to guarantee reliability while considering the experience from a broad, creative perspective. We aim to reach a state where users don’t feel like they are “using a bank,” but rather that their lives are becoming richer. We want to build financial experiences that naturally support life without the user even being conscious of the bank.
Why Our ‘Unfinished’ Status is Our Greatest Strength
YAGI:
Looking back at the past year, we launched the Product Design Department and have been steadily refining our process. Of course, we aren’t at the “finished” state yet. If anything, there are many things I think we can do better. What I wanted to change wasn’t people’s mindset, but the systems and processes that make user-centric development easier. Now that those efforts are beginning to take shape, I find this phase to be the most exciting.
Hirata:
Having worked at PayPay Bank for a long time, I feel that this past year is when we’ve finally gained the ability to make real changes. Things I’ve wanted to improve for years are now being debated and shaped with the team. There is still so much we want to do, and I look forward to shaping those ideas together.
Sakurai:
I can now discuss products naturally with Product Managers and engineers. It’s not perfect yet, but we are building an environment where we can nurture ideas as a team, not alone. I’m very positive about the progress we’ve made.
YAGI:
Because we are still a ‘work in progress,’ there is so much room for us to shape this organization ourselves—and that is exactly what makes it so exciting.
The Future We Aim For
YAGI:
We aim to make banking an integral, seamless part of daily life. I want a future where, without even thinking about “using a bank,” your life is supported, savings accumulate naturally, and assets are managed seamlessly. If that becomes the norm, the role of banking services will change fundamentally. The PayPay Group already offers services in payment, investment, and insurance. By seamlessly connecting these, we can support the user’s entire life. By incorporating the power of AI, I want to realize an experience that is natural and comfortable for everyone. I believe design still has a significant role to play in that.
Hirata:
For me, I want to build a “bank you never have to think twice about.” Instead of feeling anxious every time you use the bank, you can use it naturally and rely on it with confidence. I want to continue building on those experiences.
Sakurai:
My goal is a financial experience where using the bank isn’t the objective—the objective is helping our customers’ businesses move forward. We have necessary procedures as a bank, but our role is to create an experience where customers can proceed without hesitation, ensuring their business flow is never interrupted. Through this, I hope the bank will naturally become an entity that supports their business.
YAGI:
I want to create a future where PayPay Bank quietly supports people’s lives, making everyday life richer without them even thinking about using a bank. That is the future I want to build together with my team.
