Designing Meaningful Experience

Re-invent the product and service experience for the connected age.

We are Tokyo based experience design and design strategy consulting firm.
We help our clietns to ignite their possibility.


Strategic Design Consulting

Ethnographic research, design investigations, insight analysis, business optimaization and innovation, products strategy: We design new experience and new business strategy.

Experience Design Development

From defined products to undefined products, we create unique product concept, service experience, UX/UI and interaction experience of the products and services.


Design Systems

Design Systems are the key to the success of today's digital services. Our member have more than 10 years of experience in developing Design Systems on a global scale or across companies scale. We can help you with everything from defining Design Principles to supporting DesignOps design.

You can start by reading our translated red book, "Design Systems" or contact us about Design Systems practitioners community,🗼.


Design Sprint

Design Sprint is an intensive five-phase framework developed by Google for answering critical business questions through ideatation, rapid prototyping and testing idea with users. Our Google certified Sprint Master help you to design meaningful products & services.

Learn more with our O’Reilly's "Design Sprint" Japanese book.


About Us

Experience Design and Design Strategy

Secret Lab, Inc. is an independent experience design and design strategy consulting firm based, in Tokyo. We help global companies and the big name national companies directly to help defining their business goals and support to develop their digital products & services.

We have a wide-rang and in-depth experience and expertise in experience strategy and digital products & services development. The project experience span from an app UI refinment to a complex global-scale design systems, from new digital business ideation to a corporate-wide digital transformation platform strategy (and it's implementation support as well.)

Founded in the spring of 2011 as The Secret Lab in Musashi-Kosugi of Kawasaki City, we have helped many national companies directly and global tech start-ups to launch their products & services to expand their business worldwide.

Featured Clients

Long term relationships with leading innovative global brands.