On this page there’s 4 highlights (view in Baymard Premium) outlining what Rakuten are doing right and wrong.
(Tip: use the arrows above or on your keyboard to navigate all 371 address book examples.)

The screenshot was taken on January 21, 2019 and depicts Rakuten’s Address Book. In total, we’ve reviewed 45 of Rakuten’s page designs. To see them all, visit the full Rakuten UX case study.