RAKUTEN 101
Challenge
As Rakuten expanded beyond Cash Back with the launch of our World of Rewards platform, members had more ways to earn and redeem rewards—but also more questions. We needed educational content that could simplify increasingly complex product offerings while remaining flexible enough to evolve alongside ongoing product updates and new feature launches.
BUSINESS GOAL
Make Rakuten easier to understand through a scalable library of educational videos that answered members' biggest questions throughout the customer journey—building confidence and trust along the way.
Solution
Rather than feeling like product tutorials, every video was designed to feel like a trusted friend explaining how Rakuten works, making complex features approachable and easy to understand.
Rakuten 101 brought together education around Rakuten's growing suite of products into one cohesive library with a consistent voice and visual identity. Built for YouTube and optimized for SEO, the content was also designed to support customer service emails and social channels, creating a scalable educational resource across the member journey.
Throughout the project, I partnered closely with Product, Product Marketing, Lifecycle Marketing, Strategy, Legal, and Design to ensure every video was accurate, strategically aligned, and easy for members to understand.
The series launched with two videos and will continue to expand with topics including Redemption Methods, the Browser Extension, Rakuten Travel, and Stacking.