Overview
Beginning in 2005, I designed, developed, and published Kisekae Kisekae (着せ替え)customization packages for Japanese feature phones, before the introduction of Apple's iPhone in 2007 and the first Android smartphone in 2008. At AMU Mobile in Tokyo, this work included FOX TV Japan branded themes, adapting entertainment imagery, interactive menus, and interface elements across different handset models and screen configurations.
PRODUCED
2003-2012
COMPANY
AMU Mobile | Client: FOX TV Japan
COLLABORATION
Product Design
Engineering
Development
Japanese Clients & Stakeholders.
THE PROBLEM
Japan's mobile market included numerous handset models with different screen dimensions, menu structures, and technical requirements. FOX-branded Kisekae themes needed to maintain a recognizable visual identity while accommodating these device-specific constraints and preserving the usability of essential phone functions.
MY ROLE
As Mobile Product Design Manager and Principal Designer at AMU Mobile, I led a team of 12 designers and developers responsible for designing, developing, and delivering Kisekae customization packages for Japanese feature phones. I oversaw design direction, technical implementation, and device compatibility while working directly with Japanese clients and carrier testing facilities. My responsibilities included coordinating development, conducting hands-on testing, documenting findings, and preparing our products for upcoming handset releases.
PROCESS
I conducted hands-on usability and compatibility testing at NTT DoCoMo, au by KDDI, and SoftBank testing centers in Japan, evaluating our Kisekae products on upcoming mobile devices before their public release. Each handset presented different screen dimensions, menu configurations, file formats, and technical requirements. I worked with my team to adapt our designs and ensure compatibility across supported devices. Following testing, I documented findings, identified issues, and shared detailed reports with my team to guide refinements and prepare our customization packages ahead of new handset launches.
DESIGN
The Kisekae concepts incorporated FOX programming, including 24, Prison Break, and The Simple Life, into customizable mobile interfaces. I developed visual treatments for handset menus such as Mail, i-mode, Phonebook, and other native functions, exploring different approaches to imagery, navigation highlighting, and visual hierarchy.
OUTCOME
The project produced multiple FOX-branded Kisekae design concepts adapted for different Japanese handset models. The surviving design documentation demonstrates the visual exploration and technical adaptation involved in creating branded mobile experiences before modern smartphone interfaces became widespread.