The freedom of culture and a passion for "menu"; Propelling service to the next level, and the challenge of a fourth-year employee.
Hello, this is Akaiwa from the Corporate Planning Division This time, we had the opportunity to speak with Kuramata-san, who joined the company as a new graduate in 2020 and is currently active in the Design Division. We discussed various topics, including unique episodes from Kuramata-san, who has had a strong passion for design since childhood, her thoughts on design, career and Reazon design within the organization, and how we aim to further develop ""menu"" into a service that resonates with everyone, regardless of their job type. We believe the content of our conversation is something that anyone in any profession can relate to, so we hope you find it insightful.
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Marina Kuramata menu, Design Division, Service UI/UX Group
Graduated from the Design Department of the Faculty of Fine Arts at Nihon University
Joined Reazon Holdings as a new graduate in 2020. Currently engaged in design work for the delivery app "menu" at Menu, a group company of Reazon Holdings.
Is there anything that design can't solve? Pursuing the path of design that I've been interested in since childhood.
First of all, could you tell us about your job-hunting days when you joined Reazon as a new graduate? What kind of companies were you considering during your job search?
Well, since I graduated from an art university, I was mainly looking at design positions, but I didn't narrow down the industry specifically. I attended briefing sessions and screenings at various companies, such as event-related companies and production companies. Among them, Reazon was the company where the recruitment staff said, "You can do what you want, Kuramata-san."
Do you remember how you felt about Reazon's culture at the time?
During my job search, the 'menu' service was mainly takeout, not delivery, and it wasn't as large in scale as it is now. Despite that, I felt the enthusiasm of the employees to somehow expand the service. Also, as I listened to the specifics of the job, I remember feeling excited that working at Reazon seemed fun. These experiences made me suddenly more interested in Reazon.
You mentioned that you were touched by the atmosphere among the employees and the company culture. Could you tell us the reason why you ultimately decided to join Reazon?
Since I had studied my favorite design in college, I wanted to work in an environment where I could challenge various things using that knowledge. Among several options, Reazon was the company where my wishes could be fulfilled the most.
Also, I've always loved planning, and during my university days, I specialized in advertising and communication design. After becoming a working adult, I wanted to be involved in upstream processes as much as possible. So, I was very attracted to Reazon, where I could work as an in-house designer for a business company, and I felt that it was a culture where I could actively propose plans because it was internalized, and it matched my personality.
By the way, were you interested in design even before entering university?
Yes, that's right. I've always liked drawing since before I can remember, so I think I unconsciously thought, "I'll probably go into the field of design." Even in middle and high school, I continued to be interested in design. However, when I consulted with my parents about wanting to go into the art field at the time of junior high school entrance exams, they advised me, "First, broaden your horizons and experience various things before choosing your path." So, I decided to attend a regular high school instead of pursuing an art-focused education and decided on a career path aiming for an art school from university.
Actually, my grandparents were teachers, so I also thought, "Being a teacher would be nice." I also considered options other than the design field, but with advice from my high school art club advisor, I decided to focus solely on design.
It seems like your decision during university enrollment was the starting point for the person you are today. Are there any moments when you think it was good to pursue the path of design?
By studying design, I have gained a lot of experience, knowledge, and encounters, which undoubtedly have shaped who I am today. As I studied in college, I began to feel that even things that seem unrelated to design at first glance are being influenced by design thinking, and I started to think, "Can't we solve everything with design?"
When you hear "design," it used to focus on making the appearance or shape beautiful, but in recent years, not only the visual beauty but also the emphasis on functionality and improvement of experiential value has become important. I myself believe that covering planning, design, and implementation comprehensively is the essential "design," and I was taught that way in college.
Being able to take on responsible work even as a young person
Your thinking about "design" deepened during university, it seems.
You joined Reazon to make use of what you learned in university. What kind of tasks were you initially assigned after joining the company?
My first task was banner design for the 'menu' app. I wanted to create banners that were cuter than those of any competing service, so I deliberately proposed designs different from the then 'menu' branding. I remember nostalgically drawing a large number of rough sketches, constantly thinking about how to create banners that would appeal to menu users with a sense of sizzle and value for money.
As I gradually became accustomed to banner production, the next task was UI/UX design for 'menu.' UI/UX design was an uncharted territory for me at the time, so I was desperate to absorb knowledge.
You started with tasks that were unfamiliar at first but gradually took on more responsibilities as a full-fledged designer. What specific tasks have you been involved in?
From my second year at the company, I was entrusted with the progress of graphic design for IP alliance projects on my own. Since it was necessary to create delicate designs that met the regulations of each IP, it required a lot of time and attention to detail, but being able to handle such projects from a young age is one of the unique experiences at Reazon.
I think you have had quite rich experiences even as a young employee. Do you have any particularly memorable episodes?
I once designed masks and paper bags for 'menu' based on my proposal. There were many considerations other than design work, such as cost, and I realized that the process of design completion was more challenging than I had imagined. It was a continuous learning experience, and I faced many difficulties.
However, because of those challenges, when the masks and paper bags for 'menu' were finally completed, I felt a sense of accomplishment. Especially for the paper bags, there were many difficulties, so it became a job where I could say, "I did my best without complaints!" Seeing photos of celebrities holding the paper bags or famous anime characters holding them in TV commercials made me feel very proud.
After that, in my second year at the company, I was assigned to design work for the Crew app. What I remember most vividly is my first UI design task. I discussed the direction and proposed several ideas, and I was very happy when the design I created was adopted. Looking back, it was tough... as I had no experience at all in designing, but I think my ability to lay things out clearly cultivated in banner work was put to good use. I'm grateful to the development team who implemented it!
The sense of accomplishment and joy when the design you proposed is released into the world is indescribable...
I think it was an experience that could only happen at Reazon. The culture at Reazon, where regardless of internal positions or hierarchy, the person who made the proposal sees it through to the end, has been a plus for my career, and I'm still grateful for the support I received until the end.
Different members with different strengths make the organization stronger
It seems that the experience of seeing it through to the end has led to growth.
I would like to talk a little about the organization. As new junior members join, I think your role as a senior to teach them also increases. Do you feel the difficulty in teaching?
Recently, I have been doing more recruiting-related work, so I feel the difficulty in "teaching" has increased. What seems obvious to me now may not be obvious to others, so I try to convey things as carefully as possible.
For example, even with just the word "deadline," some people may interpret it differently, such as within the same day, by the morning of that day, or if it's not possible to meet the deadline on that day, it may be possible to change it. So, I think it's necessary to clearly specify the specific date and image. I try to communicate carefully, even if it's something that I unconsciously understand now from scratch.
I think from the perspective of juniors, having a senior who communicates carefully gives a sense of security. You're a mirror for your seniors!
Not at all! There are many things that I learn from my juniors as well. One of my juniors is someone who has studied UI/UX design extensively, so I rely on them and affectionately call them "Big Bro" (laughs). I think of my juniors not as a senior-junior relationship, but as respected comrades.
Also, in the Service UI/UX group, there are people I really respect, so it's stimulating. When I was a student, there were members who specialized in product design, members who majored in architecture, and members who came from a background in game illustration, so each member with different strengths is stimulating for me personally and I think it makes the organization stronger.
Having members with different strengths can provide various perspectives on things, which is a strength.
Now, I'd like to ask about your future career. What is the career image you envision for yourself?
As I mentioned earlier, I had a dream of becoming a teacher influenced by my grandparents, and I like teaching people, so I want to be involved in management tasks. However, I feel that I can't teach others unless I have knowledge and skills myself, so as a creator, I believe I need to constantly polish my own abilities.
Making 'menu' a service that enriches the lives of more people beyond the framework of "food"
As the organization continues to expand in the future, I believe there will be even more opportunities to teach others than before. I look forward to seeing Kuramata-san continue to level up!
As the organization grows, I expect the team will also expand. Do you have an ideal image of the person you are looking for?
The team I currently belong to allows individuals to work freely with discretion. Therefore, rather than those who excel at doing what they are told, I think those who enjoy progressing by interpreting things like, "I was told A, but maybe it could be B," would be a better fit.
Also, I hope for people who can seriously love our service 'menu' to the point of thinking, "Is this a bit too much?" (laugshs).It may be a bit exaggerated, but I believe people who have such attachment to our service will find it comfortable to work at Reazon.
I feel like having an attachment to the company's service deepens understanding of the service and allows you to find improvements.
Yes. However, I think it's also important not to become too blinded. It's difficult for a service to be the best for everyone, and I find it very interesting to work with someone who can perceive things from multiple angles.
I think there are many situations where what you think is good may not be the same for others, so having a broad perspective is important in work.
Now then, finally. Kuramata-san, how do you think 'menu' will grow as a service in the future?
Personally, I feel that 'menu' is becoming more of an infrastructure-like service than it is now. When I joined 'menu,' it was strongly perceived as a service that provides delicious meals and restaurant information for relatively gourmet-oriented individuals. However, today's 'menu' serves as a distribution channel to deliver necessary items to those in need, provides opportunities for delivery personnel to earn money, and offers better new features to restaurants. I believe it will continue to grow into a service with development potential in various fields beyond just "food", and I am proud to be involved in such a service.
I look forward to 'menu' becoming a service that naturally becomes a part of people's daily lives even more than it is today.
Thank you very much for today!
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