MUJI E-commerce Redesign

Flora 원선 Baik
Mar 19, 2018 · 4 min read

My Role: UX Designer | Duration: 2 Weeks

Project Overview

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?


Contextual Inquiries

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.

Usability Testing


  1. Add something you want to your wishlist
  2. Buy a striped shirt for yourself
  3. Find a 87L black suitcase
  4. 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

Competitive Matrix

  • Ikea and Uniqlo were the closest competitors for simple aesthetics
  • Ikea, Bed/Bath/Beyond, were the closest competitors for number of product categories

Heuristics Findings

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

3 Rounds

  1. Closed Sorting (5 participants): Muji’s Subcategories into Muji’s Categories in the left hand column
  2. Open Sorting (7 participants): Clarified unhelpful subcategories from cards with most discrepancies
  3. 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.

Sitemap before card sorting
Sitemap after card sorting

Business Model Canvas


Task Flow for a user
User flow to buy a suitcase


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)


Link to InVision Prototype

Next Steps

  • 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.

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Flora 원선 Baik

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Crazy about design systems that impact personally, relationally, and systemically.

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