Biography
Yui Aiyama is UX researcher at Amazon. She is a bilingual design researcher and service designer who has broad business development experience in Japan and Southeast Asia. Previously at Moon Creative Lab Inc., a Mitsui & Co company, she worked with multidisciplinary teams to design new businesses and service offerings for Mitsui and pre-seed startups in Japan. She utilized behavioral economics, designed and executed exploratory and evaluative research, synthesized insights, and then created service design strategies and recommendations. Aiyama founded a D2C women's underwear business with her mother when she was a university student. The first post on X introducing their product recorded 4M impressions, 50K profile visits, 37K likes, and 20K reposts which were top per hour. Their venture sold over 3,000 pieces in a week through crowdfunding and finally became the most viewed and supported project on the platform. She holds a bachelor's degree in Service Design from the Keio University.
As analytical tools scale, investment edge shifts from data analysis to generating new information and making decisions with incomplete data.