Naoto Aiwaza's Articles
Why Are People Obsessed with ‘Gacha’? What Capsule Toys Can Teach Us About UX Engagement Strategy
Japan’s $1.3B gacha market is driven by more than just luck. Explore the UX psychology behind its lasting appeal.
Why Older Adults Think They Can’t Use Technology: UX Research Insights
Seniors often think “I can’t.” Our UX research shows how to overcome this barrier to unlock a vast, untapped market for your digital products.
An Introduction to UX Design for Older Adults: Tips for Designing Beyond “Kindness”
Struggling with UX for an aging market? The secret isn’t more help, but designing for pride and accomplishment. Learn how to build psychological safety.
Recruiting Participants for Medical Device Usability Evaluations in Japan: A Practical Guide for PMDA Submissions
How to recruit users for PMDA submission in Japan? Get a practical guide on sample size justification, finding HCPs, and navigating local recruitment hurdles.
For International Manufacturers: Key Usability Points for Japanese PMDA Submissions
Preparing a PMDA submission for a medical device in Japan? Learn the key usability engineering requirements, JIS T 62366-1 compliance, local study design, and use of overseas data.
From Curiosity to Clarity: What Kids Reveal About Better UX
Learn UX principles from kids’ behavior. Explore intuitive design, feedback, inclusivity, and real cases from LEGO and Nintendo.
Tiny Cars, Huge Impact: What Japan’s Kei Cars Teach Us About UX
Explore the UX success of Japan’s kei cars. Learn how context-aware design turns constraints into real value beyond the spec wars.
Why Are Young People Leaving Their Cars? Strategies to Win Back Their Hearts and Minds
Why are young people in Japan turning away from car ownership? Explore how cost, urban living, car sharing, and shifting values are changing mobility—and what automakers can do next.