SPEEDA (Uzabase) DESIGN.md

Overview

Visual Theme & Atmosphere

SPEEDA (スピーダ) is Uzabase's economic-information platform — a B2B research and analysis SaaS that puts the world's company, market, and industry data behind one workbench for corporate planning, M&A, R&D, and enterprise sales teams. Its marketing surface reads like a serious, editorial business tool rather than a flashy consumer app: a pure-white canvas (#ffffff) banded with a soft cool-grey surface (#f5f5f5) and a slightly deeper #ededed, with text set in a soft near-black ink (#191919) — never pure black for running copy. The single saturated brand hue is a confident crimson (#e60f3d), held in reserve almost entirely for the primary call-to-action, so the eye is trained to read that one red as "the next step." This is the disciplined, low-chrome restraint that the Uzabase SaaS Design Division ("DESIGN BASE", whose foundational design language is internally known as FALCON) is known for — one of the most thoroughly documented enterprise B2B design organizations in Japan.

The typographic personality is unmistakably Japanese-premium: every element is set in Shorai Sans StdN Demi (将来 / Shorai Sans, a Fontworks family), a humanist CJK sans whose demi weight gives both headings and body a calm, even, slightly editorial texture. The hero H1 runs at 32px with a relaxed 1.40 line-height and a gentle positive tracking of 0.96px — unusual restraint where most SaaS sites shout their headline. Feature subheads (H3) land at 24px, and dense running copy drops to 13px at a comfortable 1.50 line-height tuned for hangul-adjacent CJK legibility. The result is information-dense but never cramped: the type does the persuading through clarity, not volume.

What distinguishes SPEEDA from its fintech-adjacent peers is its near-total absence of elevation. Live inspection found box-shadow: none across the hero, nav, cards, and CTAs; separation is achieved entirely through flat tinted surfaces (#f5f5f5, #ededed) and thin #cbcbcb hairlines. Interactive chrome leans fully into the pill — the crimson primary CTA and the soft-tint trial CTA both run at a full 9999px radius — while content cards stay conservative at a 10–12px corner. The crimson appears in three registers: the saturated #e60f3d fill on the primary CTA, a deeper #d30030 as the soft-tint trial CTA's text, and a brighter #f72a48 accent that carries inline text emphasis throughout the page (the single most frequent accent color in the live scan). The overall impression is a precise, trustworthy, data-grade business instrument.

Key Characteristics:

• Single Shorai Sans StdN Demi family across all headings and body — calm, humanist Japanese-premium texture
• Single saturated crimson (#e60f3d) reserved for the primary download CTA — the system's "action" color
• Soft near-black ink (#191919) for text instead of pure black — warm, trustworthy, business-grade
• Flat depth: no shadows; tinted #f5f5f5 / #ededed surfaces + #cbcbcb hairlines do the separating
• Three-register crimson: fill #e60f3d, soft-tint text #d30030, inline accent #f72a48
• Full-pill CTAs (9999px) over conservative 10–12px content cards
• Soft-tint pill (#ffe8e8 bg) for the secondary/trial action — low-pressure, on-brand
• Cool-grey neutral ladder (#282828 → #6f6f6f → #a5a5a5) for text hierarchy

Primary tasks

• Calculate the market size of an industry, with sources you can cite
• Scan adjacent industries quickly before a strategy meeting
• Search for a company or industry, then broaden the criteria when nothing matches
• Ask the AI agent a research question and keep reading while it works
• Request a document and follow the download detail it links

Brand Narrative

SPEEDA (スピーダ) is the flagship economic-information platform of Uzabase, Inc. (株式会社ユーザベース), the Japanese business-information company founded in 2008 by 新野良介 (Ryosuke Niino) and 梅田優祐 (Yusuke Umeda). Uzabase set out to solve a structural problem in business research: the world's company, market, and industry data was fragmented, expensive, and slow to assemble, so analysts spent days stitching together what should take minutes. SPEEDA, the company's first product, reframed that work as a single workbench — "世界中の経済情報にワンストップでアクセスできる情報プラットフォーム" (a platform for one-stop access to economic information from around the world), as the live meta description states.

The product has since expanded across corporate planning, business development, R&D, enterprise sales (with the FORCAS / FORCAS Sales lineup also in the Speeda family), M&A, and consulting workflows, and now layers a research-grade AI agent ("Speeda AI Agent") on top of its proprietary economic-data foundation — the live hero positions it as delivering the "正しさ" (correctness) and "深さ" (depth) that a general-purpose LLM alone cannot. Design across the Speeda family is owned by Uzabase's SaaS Design Division, DESIGN BASE, whose internal design language is known as FALCON — one of the most thoroughly worked-through enterprise B2B design systems in Japan, with color, voice & tone, components, and templates documented through a long-running design-org practice.

What SPEEDA refuses, visible in its design: the heavy, intimidating chrome of legacy enterprise dashboards (no shadow-stacked cards), and hype-driven marketing that would undercut a data-trust product. What it embraces: a flat, fast, source-credible interface; a single trustworthy crimson; one calm humanist typeface; and copy that is concrete about provenance and the time it saves.

Principles

1. Speed is the product. The name itself promises velocity — research that took days should take minutes. UI implication: every surface front-loads the fastest path to an answer; CTAs are unmistakable full pills and the layout stays scannable.
2. Credibility through provenance. Trust is earned by being concrete about sources ("確かな出典"). UI implication: surface data provenance plainly; never decorate over it. Calm typography and flat surfaces signal a reference-grade tool.
3. One action, one color. Crimson (#e60f3d) means "do this next." UI implication: reserve the saturated crimson for the primary CTA so the next step is never ambiguous; accent emphasis uses the brighter #f72a48, not the CTA fill.
4. Flat and trustworthy. Business-grade clarity beats decorative depth. UI implication: no shadows; separate with tint and #cbcbcb hairlines; keep the page light, fast, and serious.
5. Calm where it informs. A research tool should not shout. UI implication: one humanist Shorai Sans family, relaxed line-height, gentle positive tracking on the hero — authority without volume.

Personas

Personas below are fictional archetypes informed by publicly observable SPEEDA user segments (corporate planning, business development, enterprise sales, M&A and consulting professionals in Japan), not individual people.

田中 健一 (Kenichi Tanaka), 38, 東京. Corporate planning manager at a mid-cap manufacturer. Builds market-sizing decks under tight deadlines and values that SPEEDA computes an industry's market size in minutes with cited sources. Distrusts data he can't trace, so the "確かな出典" framing is exactly why he renewed.

佐藤 美咲 (Misaki Sato), 31, 大阪. Business-development associate exploring new-business opportunities. Uses SPEEDA to scan adjacent industries quickly before a strategy offsite. Appreciates the calm, uncluttered interface that lets her go deep without feeling like she's wrestling a legacy dashboard.

山本 大輔 (Daisuke Yamamoto), 45, 名古屋. M&A advisor at a consulting firm. Lives in company and industry research; cares that the AI agent adds "深さ" rather than generic summaries. Trusts the brand because the product is concrete about where its numbers come from.

Colors

Primary

• SPEEDA Crimson (#e60f3d): Primary brand color and CTA background. The saturated red on the document-download button — the system's single "action" color.
• Crimson Deep (#d30030): Deeper crimson used as the soft-tint trial CTA's text color and for strong red emphasis on light backgrounds.
• Accent Crimson (#f72a48): A brighter red that carries inline text emphasis and highlighted figures throughout the page — the most frequent accent in the live scan.

Neutral & Surface

• Pure White (#ffffff): Page background, white card surfaces, text on crimson/dark.
• Surface Grey (#f5f5f5): The default cool-grey body surface for segmented sections.
• Surface Alt (#ededed): A slightly deeper grey for alternating bands and inset blocks.
• Crimson Tint (#ffe8e8): The very soft red wash behind the trial CTA pill.
• Hairline (#cbcbcb): Thin borders, dividers, footer surface, and card outlines — the primary separation device in a shadow-free system.

Text Hierarchy

• Ink (#191919): Primary text, headings, nav, strong labels — a soft near-black.
• Ink Strong (#000000): Occasional maximum-contrast emphasis on select headings.
• Body (#282828): Secondary running copy and descriptions.
• Muted (#6f6f6f): Tertiary text, captions, metadata.
• Faint (#a5a5a5): Disabled text, placeholders, lowest-emphasis labels.

On-color

• On Primary (#ffffff): White text/icons over the crimson CTA fill.

Typography

Font Family

• Sans (all text): Shorai Sans StdN Demi (将来 / Shorai Sans, Fontworks), with sans-serif fallback — used for every headline, nav item, button label, and paragraph. The "Demi" weight is the document default.

Hierarchy

Principles

• One family, even texture: Shorai Sans StdN Demi carries the entire system — heads and body share the same humanist demi weight, so hierarchy comes from size and color, not from font swaps.
• Relaxed line-height: 1.40 on heads and 1.50 on body keep dense CJK copy legible and unhurried.
• Gentle positive tracking on the hero: the hero H1 tracks +0.96px — calm and editorial, the opposite of tight punchy SaaS headlines.
• Soft ink over pure black: running text is #191919, reserving #000000 for rare maximum-contrast emphasis.

Layout

Spacing System

• Base unit: ~4px, with CTA padding at 10px 18px and card padding at 37px 40px (measured)
• Scale: 4px, 8px, 10px, 18px, 20px, 40px, 72px, 92px
• Notable: large feature panels use a generous 40px 72px 72px padding, giving the content cards an airy, editorial breathing room

Grid & Container

• Centered single-column hero with the 32px Shorai Sans headline as the anchor
• Feature sections alternate between white (#ffffff) and tinted grey (#f5f5f5 / #ededed) full-width bands
• Cards use 10–12px radius and group related features/solutions
• Crimson primary CTA repeated as the consistent conversion anchor across sections

Whitespace Philosophy

• Breathing room over density: despite being a data-heavy research product, the marketing surface is airy, with generous vertical rhythm between sections.
• Flat segmentation: sections separate by background tint (#f5f5f5 / #ededed vs #ffffff) and #cbcbcb hairlines, not by shadow.
• Pill cadence: the repeated full-pill CTA creates a consistent conversion rhythm down the page.

Border Radius Scale

• Small (10px): feature cards, inputs — the workhorse
• Medium (12px): larger feature panels
• Large (~17px): occasional rounded media containers
• Full (9999px): CTAs, badges, pills

Responsive Behavior

Breakpoints

Touch Targets

• Primary and trial CTAs at 44px height, full pill for unmistakable targets
• Nav links sized for touch within the top header
• Card padding (37px 40px) keeps tap regions generous

Collapsing Strategy

• Hero: 32px Shorai Sans headline scales down on mobile, demi weight maintained
• Feature bands: multi-column → stacked single column
• Tinted/white alternating sections maintain full-width treatment
• CTAs expand toward full-width pills on narrow viewports

Image Behavior

• Product screenshots and illustrations carry no shadow at any size, consistent with the flat system
• Cards maintain 10–12px radius across breakpoints

Elevation & Depth

Shadow Philosophy: SPEEDA is a near-shadowless system. Live inspection found box-shadow: none across the hero, nav, headings, cards, and CTAs. Depth and grouping are communicated entirely through flat tinted surfaces (#f5f5f5, #ededed) and thin #cbcbcb hairlines. This is a deliberate modern-flat choice that keeps a dense business-intelligence UI feeling clean, fast, and trustworthy, avoiding the heavy "card stack" look of legacy enterprise dashboards. When emphasis is needed, the system reaches for crimson (#e60f3d fill, #f72a48 accent text), never elevation.

Values kept in prose

Measured values the DESIGN.md token grammar cannot carry, kept verbatim:

• shadow.none: none

Motion & Easing

Durations:

Easings:

Motion rules: Motion is functional and quiet — consistent with the flat, fast, business-grade aesthetic. CTA pills respond to press with a subtle scale/opacity shift; content sections fade-in from below at motion-standard / ease-enter. No bounce or spring — a research and decision tool signals steadiness, not playfulness. Under prefers-reduced-motion: reduce, all transitions collapse to instant; the product remains fully functional.

Components

Buttons

Primary Download CTA

• Background: #e60f3d
• Text: #ffffff
• Radius: 9999px
• Padding: 10px 18px
• Font: 16px Shorai Sans weight 400
• Height: 44px
• Use: Primary "資料ダウンロード" / "資料をダウンロード" call-to-action — the system's single primary action

Trial CTA (Soft Tint)

• Background: #ffe8e8
• Text: #d30030
• Radius: 9999px
• Padding: 10px 18px
• Font: 16px Shorai Sans weight 400
• Height: 44px
• Use: Low-pressure "無料トライアル" secondary action

Inputs & Forms

Default

• Background: #ffffff
• Border: 1px solid #cbcbcb
• Radius: 10px
• Text: #191919
• Placeholder: #a5a5a5
• Use: Document-request / contact form text input

Cards & Containers

Feature Card

• Background: #ffffff
• Radius: 10px
• Padding: 37px 40px
• Use: White feature card, hairline-separated, no shadow

Large Feature Panel

• Background: #ffffff
• Radius: 12px
• Padding: 40px 72px 72px
• Use: Spacious feature/explainer panel

Badges

Accent Pill

• Background: #ffe8e8
• Text: #d30030
• Radius: 9999px
• Font: 13px Shorai Sans weight 400
• Use: Status / emphasis pill on light surfaces

Navigation

• Background: #ffffff
• Text: #191919
• Font: 14px Shorai Sans weight 400
• Active: accent crimson #f72a48 text on the active item
• Use: Top horizontal nav ("課題から探す", "ソリューション", "導入事例", "セミナー・イベント", "資料／ニュース", "ログイン")

Footer

• Background: #cbcbcb
• Text: #191919
• Font: Shorai Sans weight 400
• Use: Footer surface and navigation

Verified: 2026-06-17 (omd:add-reference CREATE — Tier 1 live inspect, 2 surfaces) Tier 1 sources: https://jp.ub-speeda.com/ (homepage, live computed style), https://jp.ub-speeda.com/solutions/market-research/ (solution surface, live computed style) Tier 2 sources: getdesign.md/speeda — 0 DESIGN.md files (not covered); styles.refero.design/?q=speeda — no SPEEDA-specific style listed (generic results only) Conflicts unresolved: none

States

Do's and Don'ts

Do

• Set everything in Shorai Sans StdN Demi — the single humanist demi family is the brand's texture
• Reserve crimson (#e60f3d) for the primary document-download CTA — keep it the single "action" color
• Use the soft-tint pill (#ffe8e8 bg, #d30030 text) for the secondary/trial action
• Use soft near-black ink (#191919) for text instead of pure black
• Separate sections with flat tinted surfaces (#f5f5f5 / #ededed) and #cbcbcb hairlines, not shadows
• Use full-pill (9999px) geometry on CTAs and badges, 10–12px on content cards
• Keep the hero headline calm with a gentle positive tracking (+0.96px)
• Use the brighter accent crimson (#f72a48) for inline text emphasis and highlighted figures

Don't

• Use drop shadows for elevation — SPEEDA is a flat, shadow-free system
• Spread crimson across many elements — it dilutes the single-action signal
• Use pure black (#000000) for body text — reserve soft near-black #191919
• Swap fonts for headings — one Shorai Sans family carries the whole system
• Set the hero in a heavy bold or tight tracking — the demi weight and relaxed tracking are the voice
• Mix in a second saturated accent hue — crimson is the only saturated color
• Use sharp square corners on CTAs — actions are always full pills
• Crowd dense CJK copy — keep the 1.50 body line-height for legibility

Voice & Tone

SPEEDA's voice is authoritative, calm, and efficiency-focused — a serious business-intelligence partner that promises to compress slow, expensive research into fast, confident decisions. The product copy is benefit-first and time-anchored ("市場リサーチに時間をかけたくない方へ" / "for those who don't want to spend time on market research"), treating the reader as a busy professional whose time is the scarcest resource. The register is professional Japanese business prose: precise, declarative, and free of hype — it earns trust by being concrete about sources and outcomes, not by being loud.

Voice samples (verbatim from live surfaces):

• "Speeda AI Agentであらゆる経済情報にアクセス" — hero headline (capability-framed). (verified live 2026-06-17, jp.ub-speeda.com)
• "市場リサーチに時間をかけたくない方へ" — solution page title (pain-anchored). (verified live 2026-06-17, /solutions/market-research/)
• "確かな出典の、信頼できるデータを資料に利用できる" — feature H3 (provenance/trust). (verified live 2026-06-17)

Forbidden register: hype-heavy superlatives, exclamation-stacked urgency, undefined buzzwords without concrete outcomes, consumer-app playfulness that undercuts the data-grade trust posture.

Agent Prompt Guide

Quick Color Reference

• Primary CTA: SPEEDA Crimson (#e60f3d)
• CTA text-on-tint / strong red: Crimson Deep (#d30030)
• Inline accent emphasis: Accent Crimson (#f72a48)
• Soft-tint CTA bg: Crimson Tint (#ffe8e8)
• Background: Pure White (#ffffff)
• Tinted surface: Surface Grey (#f5f5f5), Surface Alt (#ededed)
• Heading / body text: Ink (#191919)
• Secondary text: Body (#282828)
• Muted text: Muted (#6f6f6f)
• Faint / disabled: Faint (#a5a5a5)
• Hairline / footer: #cbcbcb

Example Component Prompts

• "Create a hero on white background. Headline at 32px Shorai Sans demi (weight 400), line-height 1.40, letter-spacing 0.96px, color #191919. One crimson CTA: #e60f3d background, white text, 9999px radius, 10px 18px padding, 16px Shorai Sans — '資料ダウンロード'. Beside it a soft-tint trial pill: #ffe8e8 background, #d30030 text, 9999px radius."
• "Design a feature card: white background, 10px radius, no shadow, 37px 40px padding. Title 24px Shorai Sans weight 400, #191919. Body 13px Shorai Sans, line-height 1.50, #282828. Separate from neighbours with a 1px solid #cbcbcb hairline."
• "Build a tinted section: #f5f5f5 background, full-width. Heads in #191919 Shorai Sans. Cards inside use white #ffffff with #cbcbcb hairline and 10px radius. Inline emphasis figures in accent crimson #f72a48."
• "Create top nav: white header. Shorai Sans 14px weight 400 links, #191919 text, accent crimson #f72a48 on active. Crimson #e60f3d download CTA right-aligned as a full pill."

Iteration Guide

1. One Shorai Sans StdN Demi family for everything; hierarchy via size and color
2. Crimson (#e60f3d) is the single primary-action color — don't spread it
3. No shadows — separate with #f5f5f5 / #ededed tint and #cbcbcb hairlines
4. Full-pill CTAs (9999px), 10–12px cards
5. Text color is #191919 soft near-black, not pure black for body
6. Gentle positive tracking on the hero; relaxed 1.50 line-height on body
7. Accent crimson #f72a48 for inline emphasis; soft tint #ffe8e8/#d30030 for the trial pill