ROI Case File No. 038 | Ribbons and UX, Weaving Silence

Chapter One: The Incoming Request

1891, autumn fog enveloping Baker Street at twilight. The ROI Detective Agency door was knocked with modest yet definitive raps.

"Excuse me," appeared a well-dressed middle-aged man. His business card read "Inoue Ribbon Industries Co., Ltd. Marketing Manager Tanaka."

"Our company has built trust in the ribbon and textile world for 60 years since our founding in 1963. Despite growing to ¥4.1 billion in annual revenue..."

Tanaka wore a perplexed expression.

"Our e-commerce sales aren't growing as expected. Customers show interest at entry points but leave midway. Perhaps tradition's weight has become a shackle. With a ¥5 million budget, we want to escape this labyrinth."

I, Watson, watched with interest how three master detectives would illuminate this traditional textile industry veteran's modern concerns.

Chapter Two: Three Detectives' Perspectives

Gemini spoke first, sharp eyes gleaming behind glasses.

"Let's break this down with KPT Analysis, shall we? Keep: 60 years of trust and brand power, ¥4.1 billion business foundation. Problem: E-commerce funnel dropout, UI/UX obsolescence. Try: Finding optimal solutions within ¥5 million budget. First, we must numerically understand current dropout points."

Claude spoke like weaving poetry.

"This one sentence, couldn't we convey it with more 'feeling'? Beautiful threads called tradition became heavy anchors in digital seas. However, ribbons fundamentally 'connect things.' We must weave new stories connecting customer hearts with products beyond screens."

ChatGPT quickly took notes while speaking.

"That story sounds worth expanding, doesn't it? Hypothetically, dropout's true cause might be 'product appeal not conveying.' Given textile industry BtoBtoC characteristics, end users may hesitate purchasing without imagining ribbon quality or applications."

Chapter Three: Dissecting Solutions and Structures

Three detectives began detailed analysis of Inoue Ribbon Industries' e-commerce site.

Gemini dissected structure with GA4 data in hand.

"Current dropout rates: 42% at product listing pages, 38% at product detail pages, 28% at cart screens. This isn't typical e-commerce funnel problems but stumbling at product understanding stages. In AIDMA analysis terms, Attention to Interest conversion is weak."

Claude observed screens from expression perspectives.

"Product photos only speak 'facts.' Ribbon texture, beautiful curves when tied, joy of adorning gifts... such 'experiences' don't transmit from screens. We need transitions from catalog-type information presentation to storytelling."

ChatGPT developed hypotheses from customer behavior patterns.

"Decomposing purchase processes with 5W1H reveals 'When: Last-minute demand before events,' 'Where: 70% smartphone browsing,' 'Who: Polarization between individual business owners and general consumers.' Particularly, delayed smartphone optimization might be fatal."

Indeed, the mobile site had slow loading speeds and product images too small for detail visibility.

Chapter Four: Systematic Analysis Summary

Gemini organized the overall picture with frameworks.

"Let's organize current state with SWOT Analysis.

Strengths: 60-year trust, ¥4.1 billion business scale, extensive product lineup Weaknesses: UI/UX obsolescence, insufficient mobile optimization, weak product appeal Opportunities: Post-COVID handmade boom, corporate event demand recovery Threats: Major platforms like Amazon rising, intensified price competition

Five Forces analysis shows increased 'buyer bargaining power,' urgently requiring differentiation strategies. PPM matrix suggests current transition from 'cash cow' to 'dog' stage."

Chapter Five: Conclusion and Cross-Reinforced Hypotheses

Claude began weaving story threads.

"What Inoue Ribbon Industries should truly confront is fusing 'craftsmanship pride' with 'digital customer experience.' Sixty years isn't mere history but accumulated craftsman thoughts in each ribbon. Translating this into 'feelable' forms in digital space is the true problem-solving path."

ChatGPT articulated insights from analysis results.

"Hypothesis verification results prioritize these three points: First, smartphone-first UI improvements reducing dropout rates by 20%. Second, usage-proposal content enrichment improving AOV (Average Order Value) by 15%. Third, seasonal and event-linked appeals improving repeat rates. These should achieve 150% ROI."

Gemini logically reinforced decisive hypotheses.

"Calculating mobile optimization sales impact: current monthly 100,000 PV × 70% mobile ratio × post-improvement 2.5% CVR increase × ¥8,000 average unit price yields ¥1.4 million monthly sales increase. Investment recovery period approximately 4 months. This is sufficiently rational as 'aggressive investment.'"

Epilogue: Resonance and Anticipation for the Next Case

I, Watson, marveled at three master detectives' deductive artistry. What they revealed wasn't mere site renovation but traditional industry's path to modern survival.

Tanaka nodded deeply, saying: "We weren't just making ribbons. We were creating 'bonds' connecting people. Realizing this digitally... I see, it makes perfect sense."

As autumn evening returned quiet to Baker Street, I thought: True detectives see not what is visible, but what is invisible. Tonight again, somewhere new mysteries await us.

Case Resolution Level: ★★★★☆
"Binding the future with threads of tradition"