UXDI Project 4 — UNIQLO Website Design

This project is to work on a pitch presentation about the redesign of the UNIQLO Website in order to better achieve its business goals.

Project Information
- General Assembly User Experience Design Immersive, Project 4
- Team Project

- Identify problems or opportunities with the UNIQLO website
- Design a solution
- Develop an interactive prototype
- Develop a presentation deck for a pitch
- Timeline: 2 weeks

UX Skills Applied
- Project management
- User Interviews
- Usability Testing
- Affinity Mapping
- Personas
- Customer Journey Mapping
- Feature Prioritisation
- Heuristic Evaluation
- Content Strategy
- Wireframing & Prototyping

Research Findings:
While there is market opportunity for online shopping, users are NOT choosing UNIQLO as their preferred online store over others

To increase online revenue, we will enhance the online experience to motivate customers to purchase your products online


Here is the breakdown of my retrospective post:

  1. Project Background
  2. Presentation Flow
  3. Research
  4. Prototype
  5. Presentation & Conclusion

1. Project Background

The fourth project of the UXDI course was very different from the projects that came before it. Previously, a presentation was just a way of showing the research and solutions which we had done. In P4, the focus was on the presentation itself and it had to be done as a pitch.

My team consisted of Alex, Charlotte, Fareed and myself. We divided the roles among each other and I took on the role as the Project Manager. The other roles include UX Researcher, UI Designer and Developer. This group was different from my previous in that we had clearly defined roles and we focused more on our expertise.

The brief was simple. All we needed to do was to look at the UNIQLO website and look out for 3 things:

- Understand customer journey, in order to identify opportunities for improvement
- Improving how users search and get informed about our products and offers
- Improving the search and filtering functions to make them easily understood and usable

We also need to take note of the fact that they operated in Desktop, Tablet and Mobile in order to make the website responsive to all 3 platforms.

2. Presentation Flow

The main point of P4 was to deliver a good presentation, so the first thing that we did was to plan out the presentation flow. As the Project Manager, I came up with the initial plans first:

Using this format as the base, we could then see which are the items which we needed to accomplish for the presentation. We could also plan our the time allocated to each segment, making sure that the more important segments would have sufficient weightage as compared to the others.

As we planned our presentation slides later on, we would always try to angle ourselves as an agency trying to win the project from UNIQLO. This would be very good practice for real life pitches in future.

3. Research

3.1 — Market Research

We read up UNIQLO’s 2016 Annual Report and we realised that it was congruent with the project brief. The industry and UNIQLO were both moving towards digitising themselves. A projection by Statista.com stated that by 2020, the fashion industry in Singapore could be worth 1.2 billion US dollars. This shows that there is a real need to make sure that the online experience for UNIQLO users must be the best that it could be.

3.2 — User Research

The first thing we did for user research was to come up with an online survey which we sent out to people who met the target audience criteria. We collected about 30 entries which we used to supplement our findings.

We realised that convenience and promotions are the biggest reasons why people show online. This parallels the findings which we had from our user interviews.

We conducted usability testings for the UNIQLO website, Zalora website and interviewed around 15 people.

We managed to come up with 4 different personas. These 4 personas had their own pain points, needs, behaviours and context of use. We initially prioritised personas based on how their needs aligned with the business goals but later realised that that should not be the way. Designing for a website or app means that all users should be taken into account.

3.3— Findings & Strategy

We concluded from our research that while there is a huge market for online retailing for clothes, UNIQLO is currently not the top choice for consumers.

Hence, we came up with an overarching strategy to tackle this issue:
To increase online revenue, we will enhance the online experience to motivate customers to purchase your products online.

4. Prototype

All the changes proposed in our prototype all tie back to the overarching strategy; to enhance the online experience.

4.1 — Homepage

The Homepage had a few problems, as gathered from our user interviews. Firstly, the Homepage was too long and had too many promotions going on. This made it hard for users to navigate. Secondly, the users were unable to distinguish between the promotions due to the layout being too close to each other.

Our solution:

We placed the 3 main groups of users and a carousel banner above the fold. If you click into any of the 3 main groups, users would then be exposed to targeted promotions specifically for each group. This would make sure that the promotion clutter is significantly reduced.

4.2— Filter

The original filter function for UNIQLO only included a filter by fabric type and did not include more conventional filters such as price range and sizes.

Our solution:

We added more conventional filters and placed available sizes at the front, so users do not have to click into each individual item to view the sizes. These changes were aimed to make browsing smoother and more convenient for the users.

5. Presentation & Conclusion

We managed to put in a full day of rehearsals for the presentation, a luxury that I did not have in my previous project. Through the rehearsals, we had a chance to refine our presentation skills and steer the presentation so that it sounds convincing to our “clients”. We did so by making sure that the weightage of the segments were appropriate; making sure that the solution had sufficient weightage and that other segments did not take up too much time. We also worked on the flow to make sure that everything has a logical sequence.

My team and I did a mock presentation to our other course-mates as well. Our teams took turns at playing devil’s advocate and pointed our each other’s glaring mistakes. It was quite a fruitful session as we got feedback from fresh ears. Eventually when we presented, we managed to give more polished version of the presentation where mistakes were to a minimum.

I guess my takeaway from this would be that it is indeed true that when members of a group have specialised roles, work would be completed very quickly. However, one must keep updated on the progress of other teammates and must be sure to include everyone on any big decisions. I thoroughly enjoyed P4, and I think that it was one of the most productive teams that I had in this course so far.

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