Uniqlo Web Design
Goal of project
Together with a team of 4 others, this project was aimed to improve the current design for the Uniqlo website to make it more user friendly and easy to navigate.
- User Research
- Ideation
- Design process
- Prototyping & Testing
My Role
Research Process
In order to better identify and understand the problems users were facing, we conducted user interviews to uncover any pain points that they were experiencing with the current Uniqlo website.
This led us to come up with 2 personas.
​
LEE BEE HUA
.png){kind=avatar}
A 55-year-old housewife living with her husband and son who is always looking out for the latest promotional items and does not buy clothes very often, only buys during special occasions (eg. Chinese New Year)
Goals:
Usually does last minute offline shopping
​
Painpoints:
- Short and long sighted
- Not tech savvy and so needs help from her son
kumar
.png){kind=avatar}
A 22-year-old student living with his parents and two older siblings who likes to shop online in the comfort of his home. He has a busy schedule and likes to do everything quickly.
​
Goals:
Being in trend with the latest style but also prioritizes comfort
​
Pain points:
Busy with studies and work
between the two personas we created, we decided to make Kumar our primary persona as his painpoints were something that were more solvable and he was also a more frequent shopper than the persona Lee Bee Hua, making him a more impactful and important user of the Uniqlo website.
Ideation and coming up with solutions
In order to better pinpoint the problems faced by our primary person, Kumar, we did storyboarding. This also allows us to be able to come up with more targeted solutions to improve the website.
Final Solutions/Features we came up with...
Filter button to help users find clothing faster
Neater Dropdown bar to make it less confusing
Avatar creation to visualize how the clothes would like on Kumar
Colour wheel to make users' shopping experience more interesting