Redesign project for UNIQLO’s official website and the mobile platform to offer user a better using experience.
Overview
UNIQLO is a Japanese leading fast fashion retailer operates in over 21 countries worldwide. The band pro- vides variety selection of product line that covers all genders and age groups.
The company provide convenient and efficient yet affordable fashion solutions to customers who are less willing to commit their time and effort on picking trendy fashion appears.
Due to the complexity selection of their products, UNIQLO’s website looks not been well arranged and inefficiently grouped. The website delivers an chaotic and overwhelming perception to the user.
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Role
UX Designer
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Skills
UI/UX, Web Design
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Team
Individual Project
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Timeline
Jan 2018- May 2018
Problem
1. Home page information overload, which slows users behavior on searching the products.
2. Inefficient and massive grouping under each category inside navigation, that decreases customer’s willing- ness to by through its website.
3. Challenge for user to memorize the location of certain pages due to the complexity of its UI design.
4. Lack of visual hierarchy over some parts of its con- tent, which will increase the user drop-of rate.
Problem- Constraints
1. No way to measure the online profitability affected by update its website.
2. Hard to reach all groups of its target audiences and get their feedbacks.
3. Not clear about the brand’s future strategy.
4. Not familiar with the operational requirements.
Design Goals
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Simplicity
We believe providing a clear and efficient online shopping experience is essential for maintaining existing users and is a good way to gain more attention from potential users.
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Personalization
If we provide a personalized recommendation system which can pair with users personal style on homepage and nav bar, then users are more likely to find out and purchase what they really need.
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Engagement
If we design a page to show what do people wear from our brand on certain occasions , to create a fashion trend that encourage customer to share their styles on social media with #ourslogans. It may increase brand awareness and user engagement.
Survey
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Personal appearance
Most of candidates care about their personal appearance in different occasions.
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Time spend on picking clothes for
More than of the candidates don't want to spend too much time on preparing cloth for next day.
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Knowledge of dress code
Half of the candidate not sure about the dress code for certain occasions.
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Where to find style trends
Most of the candidates are getting the latest style trend through both online retail website ang social medias.
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Expected to have
Most people like to have fashion trend information show on fashion retail website.
Persona
Lianna
Lianna is a business graduate school student on her second year. She like to wear fashionable and good quality clothes, but don’t have time go to store frequently. She want to get the latest fashion trend while shopping online.
Her biggest concern is the website’s style suggestion not fit her daily style.
Vinny
Vinny is software engineer with a extremely introverted personality, so he would like to avoid most of interactions with people through his daily life. So he always considering online shopping instead of in store.
His problem is, it is hard to get to know some fashion trend within his circle of friends.
Wendy
Lianna is a business graduate school student on her second year. She like to wear fashionable and good quality clothes, but don’t have time go to store frequently. She want to get the latest fashion trend while shopping online.
She don’t even have extra time to browse deals online, and she always miss out on sales promotions.
Task Flows
User Flows
User Flow 1: "Style Match"
User Flow 2: "What To Wear"
User Flow 3: "Style By Occasions"
