To simplify and enhance the user experience and intuitiveness for the user
Introduction
I recently completed a course in User Interface/User Experience design and product management facilitated by Nanyang Technological University (NTU). For my capstone project, I worked on the UI/UX for Uniqlo app. What follows is a case study detailing my process and output.
Project Overview
UNIQLO is a clothing apparel company, which was originally founded in Yamaguchi, Japan in 1949. Now it is a global brand with over 1000 stores around the world which redefining clothing, with a focus on quality and textiles.
The objective of this project is to understand what is user’s problems while using UNIQLO app and identify the possible solutions and business opportunities which the business could leverage on. This is because online shopping by using an app is a trend especially in Covid -19 pandemic now.
The goal of this project is to simplify and enhance the user experience and intuitiveness that allows the ease of browsing to improve sales through the app.
What is Uniqlo App?
The Process and Approach
To find out the pain points faced by the users, I conducted a series of user research — contextual inquiry, user interviews and user surveys. This way, I will be able to understand the needs of the users and make better decisions for the redesign.
Contextual Inquiry
I began the research by conducting contextual inquiry with a few users of the Uniqlo app. The objectives include:
- Observe how users navigate through the app from browsing to check-out
- Find out the challenges or problems users face while using the app
This research method was adopted as it allows me to observe users while they were using the app in their usual environment. This can provide greater insight and understanding on current challenges or problems they face and how they are currently solving these problems on their own.
User Interviews
In addition to contextual inquiry, user interviews were conducted to gain a further understanding of Uniqlo app’s users, mainly those that use the app frequently and recently. The interviews were conducted with a few goals in mind:
- To find out the satisfaction level of using the app
- To investigate the factors that affect the user’s purchase decision
- To find out the key pain points
User Surveys
I conducted a user survey with 39 respondents across a few days. The survey questions consisted of a mix of multiple choice questions and free response questions. These were all conducted via Google Forms online. The objectives were:
- To understand user satisfaction of Uniqlo app.
- Validate on some findings from the contextual inquiry and user interviews.
The Findings
An affinity map was created to analyse the key findings from the contextual inquiry, user interviews and user surveys. Most of the findings highlight the pain points faced by users.
Pain points
- Users are difficult to use the search function and filter options.
- Users is frustrated to the confusing main menu navigation.
- Users found that the app has multiple unnecessary navigation buttons that lead to the same in-app browser.
- Users feel that category menu too wordy and too many sub categories.
Findings
Finding #1:
Users need a more obvious search function and filter options
“I cannot find my desired product through the current search function and filter option in Uniqlo app.” Anuar
Finding #2:
Users need a better navigation across the app
“I find that the app will redirected me to the wrong page while I want to return to previous page.” Charmaine
Finding #3:
Users need a better way to read the information on the app.
“I cannot read some of the information on the product page due to too wordy and font size too small.” Sally
Personas
In order to better understand the user needs and pain points, I created 2 personas — Anuar and Sally.
Anuar is a budget student. He likes to shop on smartphone and has a clear idea of what to buy. He does not like to spend too much time on browsing irrelevant items. But he is feeling frustrated when unable to find his desired product through filter options and filter the product according to his need.
Sally is a tech savvy boomer. She likes to shop for her entire family and very particular about size and design of the product. She also spends a long time looking at descriptions. But she is frustrated when the words are too small. affecting her ability to read and purchase decision.
Customer Journey Map
I also drafted the customer journey maps of both personas to highlight user expectations and to see the areas that require improvement on the app.
User Stories
With some of the pain points uncovered earlier, I created two user stories :
- “I love clothes that are cheap yet functional. Best when there are good deals so.” Anuar.
- “Good clothes make me look good and feel good.” Sally
Information Architecture
Based on the current Uniqlo app, I rearrange the navigation across the app to make sure the navigation of the menu is not confusing to the users. IA helps to organising content, so that users would adjust to the functionality of the product and could find anything they need easily.
The Design Iteration
Based on the findings and user needs, I brainstormed for Uniqlo app redesign. These were what I had in mind:
- Adding virtual fitting room for users so that users can try their desired product virtually which will affect users’ purchase decision.
- Putting filter options into collapsible menu so that users can find their desired product through the filter options easily and efficiently.
- Adding camera and voice buttons on search bar so that users can search their desired product through camera and voice function other than typing the product name.
Initial Sketches
I begun brainstorming for the app redesign with some sketches.
Wireframe
I created Mid-fi wireframes after I sketched out on a paper to plan out the navigation flow of the solution. I redesign the search function and filter option and design a new element- virtual fitting room.
Final Design
Further design iterations were done after a review. The final mockups and prototypes were created for search function and filter option and virtual fitting room.
Anuar goes to the homepage and clicks on search bar. From there, he types his desired product. He goes to the listing page and clicks on filter options to select the price range. Then, he finds his desired product on the product catalog page. He clicks on 1 of the product and sees the information on product page. After that, he selects the size and colour and makes his purchase decision. Lastly, he proceeds to checkout page or goes back to homepage to find other products.
Sally goes to the homepage and clicks on women bar. From there, she selects sub category options which she is interested. She starts to find her desired product from the product catalog page. Then she clicks on 1 of the product and see the information on product page. She clicks on the virtual fitting room button to go to the virtual fitting room to check her suitable size. After that, she selects the size and colour and makes her purchase decision. Lastly, she proceeds to checkout page or goes back to homepage to find other products.
Feature #1:
I rearrange the category bar and navigation button on the homepage.
Feature #2:
I add on voice and camera functions on search bar. Users can search their desired product by voice or camera functions.
Feature #3:
I put the filter options into a collapsible menu. Users can filter a product by sort by, gender, size, price range, colour, product type, sleeve length, occasion and patterns.
Feature #4:
I design the virtual fitting room. Users can choose their body measurement by the selection. After that, they can proceed to tutorial or take photo page.
Feature #5:
Users can take a photo by position themselves for a full length shot. Then click on the camera button to proceed to next page.
Feature #6:
Users will see their final look and know what size is suitable to them. Then they can click next to proceed to product page again to make their purchase decision.
Conclusion
Through this case study, I have learnt the importance of being user-centric and how a lot of times, businesses overlook this. This project provided me with new learning experiences like conducting testing remotely, exploring new design concepts, and creating UI designs from figma.
I am planning to do usability testing and A/B testing to see what works and what doesn’t. I am also intending to develop some gamification into UNIQLO app in the future, for users to browse the app easily and more intuitively.
I’ll close with the quotes by Brenda Laurel — “Design isn’t finished until somebody is using it.”
A big thank you to those who took part in the user research and thanks to you that lasted and read through this whole article. Please click and hold down the clap 👏 button if you enjoyed it!
Feel free to comment down below if you have any thoughts!
