Riccardo Parenti
Senior UX Design Lead, Tokyo
I'm a design leader with fifteen years of experience shipping products across JP, US, EU, and IN. I simplify complex commerce experiences and align product teams around shared design foundations. I build the teams and practices that make it repeatable.
Selected Works
Selected case studies coming soon, currently refining narratives around strategy, systems, and outcomes.
Request the full portfolio by email — online portfolio coming soon.
Experience
Building and scaling customer experiences across commerce, payments, and global platforms
For complete work history, visit my LinkedIn profile LinkedIn →
2022 to Now
Amazon
UX Design Lead, Amazon Rewards
Leading UX strategy and product design for Amazon Japan's rewards ecosystem across high traffic shopping surfaces.
- Own rewards CX across product detail pages, cart, checkout, partner point linkage, and customer balance visibility
- Translate complex business logic, financial mechanics, and partner integrations into clear, trustworthy experiences at Amazon scale
- Founded Kizuna Design, an AI enabled workflow program for design teams
2020 to 2022
Foodpanda
UX Design Lead, Subscriptions (APAC) & Head of UX, Japan
Led UX for PandaPro, foodpanda's regional paid membership across APAC, and built the local UX function for foodpanda Japan.
- Owned subscription experiences across value proposition, conversion, onboarding, retention, and market adaptation
- Built foodpanda Japan's UX function and adapted the global marketplace for Japanese customers
- Led UX across discovery, ordering, checkout, promotions, and local campaigns
2018 to 2020
Fundbook
Head of Product Design
Led product design for Fundbook's digital M&A platform in Japan, moving a traditionally offline, relationship driven business into a clearer digital experience.
- Owned the product experience from early concept to launch
- Translated complex deal workflows into user flows, requirements, and interface patterns
- Established the platform's design system foundations
2015 to 2018
Goodpatch
Senior Product Designer
Led product design engagements across Goodpatch's design studio and internal product organization. Partnered with startups and enterprise clients to define MVPs, clarify customer journeys, facilitate design sprints, and turn business goals into web and mobile product experiences.
2012 to 2015
A&S Tokyo
Product Designer
Designed digital products and service experiences for Japanese and international clients, focusing on UX, interface design, localization, and culturally appropriate customer journeys across web and mobile products.
2007 to 2012
Design Studios
Art Director and Designer
Built my foundation in advertising, brand identity, visual systems, and digital communication across studios including Leo Burnett, Stoique Tokyo, and Catbalou.
Writing & Speaking
Thoughts on design, creativity, and the human experience — plus talks and lectures on where design is headed.
Design, Japan
10 things I've learned about product design while working in Japan
Learning from 15 years as Designer in Tokyo
2021-05-25
product design, japan, b2b
The Challenge of Building a Digital Product for a Traditional Japanese M&A Business
How do you validate assumptions when you cannot talk directly to your end users?
2026-02-13
Speaking
About
Personal explorations, side projects, and the practice behind the work.
Let's Talk
Open to Senior and Lead design roles. Also available for consulting and advisory.
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