UNIQLO
Unlocking The Power Of Clothing
Client: UNIQLO USA
Task: Conduct user research, Define user problems, Redesign existing app feature.
About This Project
UNIQLO is a progressive and modern brand that combines universal simplicity and modern technologies.
As the world faced global pandemic that forced us all to stay at home this gave huge kick to online shopping.
Primary Objectives
Provide simple and seamless
online shopping experience.
Improve the shopping experience on the mobile app since it is far from the positive and pleasant experience of shopping in a physical store.
Create actionable solutions for the pain points identified.
First Steps
In order to better understand UNIQLO app users initial research needs to be done: going through app, reading brand’s annual 2020 report and app reviews, articles, asking customers directly, competitive analysis. This information helps better plan and prepare for User Interviews and Research while focusing around specific areas that were discovered during initial steps. Here are some of the important findings:
Online revenue of global sales (based on annual reports 2020):
UNIQLO
9,9%
H&M (competitor)
18%
Zara (competitor)
14%
Key Problems (based on reviews)
Poor app layout
Competitive Analysis
Zara
+Easy navigation
+Large pictures
+Good photo quality
+Chat support
+Minimalistic/ No pop ups
-Bad contrast on menu page
-No reviews
-No size guide in app
H&M
+Light simple design
+Shows available colors
+Good photo quality
+Size reviews
+Detailed product description section
-No menu button
-Looks more like website
Forever 21
+Light simple design
+Zoom in works without bounce back
+Has in app size guide
-Bad photo quality
-Main screen crammed
-Takes time to load screens
