I’m Shoin — a Growth Design consultant that specializes in designing for Growth, UI/UX and Data Analysis. Growing retention, lowering churn, and improving conversion rates are my bread and butter. Formerly, I was the CEO of Hatch, a Japanese dating app, and a venture capitalist at Digital Garage.


Shoin Wolfe (a.k.a. Shoin Sonoda) is a Product Growth and Design consultant based in Tokyo. Earlier he was the CEO and Co-founder of Hatch, and REAT. Prior to founding startups, Shoin was a venture capitalist at Digital Garage, Associate VC at Open Network Lab, Japan Growth Advisor for Tenor, Senior UI/UX designer at Street Academy, and Lead Designer at MommyCare. In 2017, Street Academy won the Good Design Award for product excellence.

Shoin is also the co-founder of the community Tokyo Tech Meetup, one of the largest tech communities in Tokyo. He is also a conference speaker, most notably known for his Tedx talk on the Risk of Playing it Safe.

Shoin’s complete resume and recommendations are available on LinkedIn.


I work with businesses of all sizes to clarify their purpose, understand their customers, and provide measurable results with strategy and design.

UI/UX Design

Build a well-tested, frictionless user experience, with coherent visual interface design.

Product Strategy

Clarify your product's purpose, revenue model, and KPIs and value-proposition.

Design System

Create a custom design system to show a polished and coherent brand to your users, and reusable components for your developers.

User Interviews / Testing

Where analytics won't do the job, I lead teams to perform user research through user interviews, user testing, and surveys.

Conversion Rate Optimization

Most growing products tend to leak a lot of leaked revenue in their conversion flow. Through experience, analytics and A/B testing, let's recapture that revenue.

Ready to talk?