【25% Increase in User Engagement】Otoriyose.net Fully Revamped with Generative AI, Reveals AI Integration Process and New UI Development

Island Inc. (Shibuya-ku, Tokyo; CEO: Risaki Awahara), operator of Otoriyose.net — Japan’s largest online review platform for gourmet food products — has introduced a generative AI-based development methodology called "Vibe Coding" in its website redesign launched in May 2026.

This redesign has successfully unified display across smartphones and desktops (multi-device compatibility), built a new design framework, and launched the "AI Otoriyose Concierge" — a feature that helps users discover their ideal food products — all within six months of project initiation. Now, one month after the public launch, the company is sharing specific outcomes and the development process utilizing generative AI.

Redesign Results: Achieved 100-point SEO Score and ~25% Increase in Page Views per User

In the first month following the May 2026 relaunch, improvements in loading speed and SEO optimization have led to measurable gains in website quality and user engagement.

(1) Achieved a "100-point SEO Score" on PageSpeed Insights

Google’s evaluation tool "PageSpeed Insights" awarded a perfect score of 100 for both mobile and desktop versions, reflecting significant improvements in performance and SEO.

(2) Page views per user increased by approximately 25%

Thanks to full responsive design (multi-device compatibility), a refreshed UI (user interface), and improved navigation, user engagement and site exploration have increased. Page views per user rose by about 25% compared to pre-redesign levels.

Background of the Redesign: Transitioning from Legacy Systems to Multi-Device Compatibility

Otoriyose.net has served as a bridge between food e-commerce businesses and consumers across Japan for over 20 years, currently featuring over 5,000 gourmet products available for online ordering.

However, long-term operation has led to system complexity, slowing down the pace of site improvements. Additionally, due to its pre-smartphone era architecture, the site previously used separate URLs for PC and mobile, resulting in suboptimal cross-device display — a structural limitation.

To resolve these issues, the project was launched with the goals of helping users discover personalized products from a vast catalog and establishing a more agile environment for future service enhancements.

Development Journey: Pursuing Design Excellence with Vibe Coding

This redesign was led by development lead Koji Hasegawa, who has been involved in the site’s system architecture since its launch in 2003. The team adopted "Vibe Coding" — a generative AI-based methodology where engineers co-create with AI through autonomous dialogue and collaboration.

Timeline

Phase

Tools Used

Key Actions and Milestones

Nov 2025

Concept & Testing

ChatGPT (AI chat service)

Development lead conducted design implementation tests, verifying the feasibility of AI co-creation and gaining initial confidence.

Dec 2025

Full Launch

ChatGPT (AI chat service)

Began full-scale site overhaul. Early challenges with ChatGPT’s memory of prior instructions prompted refinement of prompt engineering.

Jan 2026

Methodology Established

Google Antigravity (Google’s AI development platform)

Transitioned to "Google Antigravity," an AI tool that directly edits source code. Development speed increased 3–5x, enabling parallel development of three systems: the public site, internal admin panel, and merchant management portal.

Feb–Apr 2026

Co-Creation Phase

Figma (web design tool)

Editorial team’s Figma-based design concepts were coded by AI. A shared internal verification checklist ensured design fidelity, enabling rapid UI optimization and adjustments.

End of May 2026

Launch

—

Launched with responsive design, load-balancing infrastructure, and integrated AI concierge functionality.

Statement from Project Lead: Koji Hasegawa

"For this redesign, we focused on refreshing the site’s design and achieving multi-device compatibility (responsive design) to help users more comfortably discover delicious gourmet products.

Leveraging my long-term experience with the system, I treated generative AI as a reliable partner, maintaining control throughout implementation. We migrated the frontend system from Perl to Next.js, enabling faster processing and eliminating the structural issue of separate PC and mobile URLs. This now allows unified design management and lays a flexible foundation for future rapid service improvements.

Importantly, we did not fully delegate to AI. Every design element created by the editorial team was carefully tested through internal verification processes — ensuring not only visual accuracy but also system security and operational stability. This meticulous approach ensures a trustworthy user experience.

We see this redesign as the beginning of a new era in food discovery. By leveraging the accelerated improvement speed enabled by AI co-creation, we will continue to connect users with exceptional gourmet products from across Japan."

(Key Features of the Redesign)

(1) Launch of the "AI Otoriyose Concierge" to help users find their ideal product

(2) Full "multi-device compatibility" (responsive design) across all pages

(3) A new design balancing visual appeal with ease of discovery

For more details, visit:

Press Release: Otoriyose.net Completes Full Design Overhaul — https://prtimes.jp/main/html/rd/p/000000226.000001653.html

In March 2025, Otoriyose.net ranked 22nd among EC and e-commerce platforms in secondz digital Inc.'s "AI Reference Site Survey (EC & E-commerce Edition)" (※1), recognized as a trusted source for AI search engines. Moving forward, the company will continue enhancing user experience and building a site optimized for the AI search era.

(※1) https://www.ai-land.co.jp/press/p-otoriyosenet/25995

About Otoriyose.net

Launched in 2003, Otoriyose.net is Japan’s largest online review platform for gourmet food products. It features user reviews verified through panel testing, expert recommendations from food writers and culinary specialists, and seasonal feature sections. The platform supports online merchants nationwide by boosting traffic, sales, branding, and PR for their "standout gourmet products."