#Japan #Tokyo #Mash Group #TENCO #CORIN

Transforming the User Experience of MASH STORE App

CORIN, a company headquartered in Shinjuku, Tokyo, has been chosen as the development partner for the complete overhaul of MASH GROUP's official app, MASH STORE. This redesign will leverage CORIN's philosophy-driven app package, known as TENCO. The partnership aims to enhance the user experience across various sectors that MASH GROUP operates, including fashion, beauty, dining, and lifestyle.

MASH GROUP boasts an impressive portfolio of 50 brands, such as SNIDEL, gelato pique, and FRAY I.D, each with distinct worldviews and value systems. Given the diverse nature of these brands, the previous app framework struggled to effectively convey the complex layered structure and rich brand contexts. As a result, users faced difficulties in naturally discovering products aligned with their personal preferences.

To address these challenges, the TENCO framework, which allows for a seamless integration of multiple brands, categories, and contexts within a single app, has been implemented. By translating brand philosophies directly into user interface (UI) and user experience (UX) designs, TENCO presents an opportunity for MASH GROUP to present its products in a cohesive and engaging manner.

Full Native App Experience Redesign

The redesign of the app encompassed a comprehensive native reconstruction of its essential functions, including product lists, product details, and search capabilities. This approach not only enhances the app's speed and smooth animations but also improves usability, making the app significantly more intuitive to navigate.

To preserve the unique identity of each brand, meticulous attention was given to how products are displayed on detail pages, the hierarchy of information presented, and the visibility of reviews. This ensures that, even in the digital realm, users can interact with the products at a level reminiscent of an in-store experience.

Additionally, the search functionality has been revamped, accommodating various types of users—whether they are purpose-driven shoppers, aesthetic-focused fans, or lifestyle-oriented explorers—making it easier for them to discover products that resonate with their interests.

New Discovery Experiences Powered by TENCO’s Marketing Features

Through the incorporation of TENCO’s marketing capabilities, MASH GROUP has introduced several innovative features aimed at making the app a space users will want to engage with daily. These capabilities are designed to provide an immersive experience that bridges online and offline interactions. With the flexibility to adjust settings via TENCO's management interface, MASH GROUP can present animations and UI consistent with each brand's identity without compromising coherence.

• - Continuous Launch Gacha: Users receive special bonuses for opening the app three days in a row.
• - Daily Gacha: A fun daily gacha feature that encourages ongoing use.
• - Stamp Rally: An offline stamp rally promoting in-store exploration.

A Philosophy-Driven SaaS: TENCO

TENCO represents a departure from conventional SaaS models, choosing to center its design on the philosophies and customer experiences of the companies it serves. By moving beyond the traditional template-based approach, TENCO allows organizations to evolve their products based on their core beliefs and business structures. This philosophy-driven method not only maximizes revenue and customer loyalty but also respects the individuality of each brand's identity.

The fully headless architecture of TENCO merges the design flexibility of bespoke development with the reliability of SaaS, enabling a comprehensive process—from proposals and design to development and operations—that collaborates with clients to create unique app experiences reliably.

By understanding and structuring a company's philosophy, CORIN has established a unique category of SaaS that focuses on creating exceptional customer experiences informed by a brand’s identity. This ongoing commitment aims to solidify the standards for app development that accurately conveys corporate philosophies.

For more information, visit TENCO.

About CORIN

CORIN, led by its female CEO, Seiko Nakamura, prides itself on its innovative and considerate approach, providing a one-stop solution from planning and proposals to design and post-launch support. The mission is to encapsulate a company's worldview and philosophy within their applications, ultimately maximizing customer experiences.

• - ### General Information:

- CEO: Seiko Nakamura
- Company Name: CORIN Co., Ltd.
- Location: 1st and B1 floors, Biz Feel Yotsuya 3-13-11, Yotsuya, Shinjuku, Tokyo
- Established: July 10, 2015
- Website: CORIN
- Business Activities: Providing the app platform