Muji’s e-commerce needed some redesign work to increase sales. More specifically, it needs a restructuring of the navigation, improvement of a product search, and check out flow process.
Problem Statement & Hypothesis
Muji’s e-commerce revenue is not on target and in-store shoppers are not translating to online shoppers. How might we help Muji restructure and redesign their e-commerce platform so that the user can easily find and purchase items and, therefore, increase revenue for Muji?
Task: Visited Muji at Flatiron district to observe how people shop in the store
Goal: Understand shopper’s motivation for coming to Muji
- Everyone loves Muji for their “simple design.”
- Muji is known for their stationary and home goods.
- In-store experience was key to build brand preference.
- People’s moods were light and exploratory.
- There were multiple same-day return customers because of a “sale” item.
- Add something you want to your wishlist
- Buy a striped shirt for yourself
- Find a 87L black suitcase
- Browse furniture for your new apartment
- The fixed Muji logo was understood as “home” to the e-commerce site, but instead directed users to global Muji site.
- Category name & product listings do not align.
- There is no Travel section in the left column navigation for suitcases or on-the-go items
- Search functionality was very difficult. Without the exact word on the title, the shopper was left with “no results found” often. Plural or synonyms were useless.
- “Wishlist” was confusing because people decided to go to the “My Wishlist” tab
- Ikea and Uniqlo were the closest competitors for simple aesthetics
- Ikea, Bed/Bath/Beyond, were the closest competitors for number of product categories
We used the Abby Method to score Muji against Uniqlo.
- In store pick up was available for many stores that relied on the in-store buying experience
- Product ratings were important part of the product page.
- Sale as a category was available on every page for competitors to drive sales.
- Favoriting an item was a defined feature.
- There were rewards & account offers for competitors.
Card Sorting & Sitemap
- Closed Sorting (5 participants): Muji’s Subcategories into Muji’s Categories in the left hand column
- Open Sorting (7 participants): Clarified unhelpful subcategories from cards with most discrepancies
- Closed Sorting (7 participants): Synthesized Round 2 tester’s categories with Round 2 clarified subcategories
After 3 rounds of card sorting, we found the most intuitive way to categorize products that Muji sells.
Business Model Canvas
I sketched, wireframed, and tested 2 times with at least 4 users.
Redesign 1: Top Header
Redesign 2: Navigation
Redesign 3: Promotions (New)
Redesign 4: In-Store Pick Up Feature (New)
- Check with sales team increase revenue in 2 weeks.
- Test wishlist and favorites with data team by next week.
- Research content for moving carousel by next week.
- Test how important ratings are in the next 3 weeks.