User Interviews
Observations
I conducted 9 interviews with users that are a part of the target audience. The users were asked, to go to the Uniqlo Website and simply buy a shirt, I then asked them about their experience in that. Below I provided the findings from these interviews.
80%
90%
100%
67%
Were confused when clicking on a gender category that there wasn’t a drop down.
Are looking for fast and simple interfaces to find what they’re looking for.
Noticed that using the website is meant for mobile, isn’t desktop friendly.
Found the “single scroll” landing page to be choppy
Pain Points

1.
2.
Need for Desktop website.
Category drop downs.
Information Architecture/User Flow
Link to Information Architecture: https://www.figma.com/board/NfuZYdFryMXv5M2XH1F4jY/Information-Architecture?node-id=0-1&t=UVPFAkPy0diYUMEL-1
Wireframes
Home page
Category drop down

Style Guide
Color Palette
Primary Color
Secondary Color
#000000
#FAF9F6
Logo
#FF0000
Typography
Font
D-DIN
Aa
Inter
Medium
Aa
Aa
Inter
Regular
Aa
Inter
Light
Iconography
Kids
Baby
Men
Final Product

THANK YOU FOR VIEWING!
THANK YOU FOR VIEWING!
THANK YOU FOR VIEWING!
Reach out via email: tophwilkins@gmail.com
CHRIS WILKINS
SIGHT. DESIGN. CURIOSITY. FOCUSING ON THE PEOPLE.
PAGES
Uniqlo
Redesigning Uniqlo’s home page
for computer users.
UX/UI Case Study
Duration:
28th July - 19th September
(2 Months)
Product Overview
For my Uniqlo website redesign, I focused on optimizing the user experience for desktop users, as the original site was primarily designed for mobile. The project involved a comprehensive redesign of the home/hero page to effectively utilize the larger screen space, enhancing visual appeal and accessibility. Additionally, I introduced structured categories to streamline navigation and implemented a robust search function to improve overall usability. The objective was to create a seamless, user-friendly desktop experience that aligns with Uniqlo's brand and meets the needs of its broader audience.
Responsibility
Lead UX Researcher
and UI Designer
Tools
Figma
Framer
Google Drive
Problem Statement
The Uniqlo website, designed primarily for mobile users, posed significant challenges for desktop users. Key pain points included unclear category options, awkward scrolling, and a layout not optimized for desktop, leading to a confusing and frustrating user experience. This required a redesign to better meet the needs of desktop users.
Goals
Enhance Usability
Streamline Navigation
Category drop downs
Search option
Improve Accessibility
Design Process
Discover
Define
Develop
Deliver
Design Audit
User Problems
Competitive Analysis
Synthesize insights
Feature priority
Requirements
Explore concepts and designs
User testing
Collect feedback
Iterations
Target Audience
From Capital One’s online shopping demographic research done in March of 2024 they found:
Gen Z(1997-2012) and Millennials(1981-1996) are 25.3% more likely to shop online than the average consumer.
With this secondary research I’ve chosen the age demographic of 18 to 34 year olds.




User Research
In the research I conducted two different approaches. The first was a competitive analysis with other retail clothing websites to see what they do differently that users like. I also conduct user interviews with the target audience to come up with user pain points to design solutions for.
Competitive Analysis
Company Name
Company Info
Drop Down Categoris
Favorites
Search is in top right
Scroll Home Page
Zara
Retail Clothing Store
Abercrombie
Retail Clothing Store
Madewell
Retail Clothing Store
Prototyping

Men
Children
Baby
Women
T-Shirts
Bottoms
Sweats &
Fleece
Accessories
Dresses &
Skirts
Loungewear &
Home
Sports Util. Wear
Outwear
Sweaters & Cardigans
Shirts &
Blouses

Men
Children
Baby
Women
T-Shirts
Bottoms
Sweats &
Fleece
Accessories
Innerwear &
Underwear
Sports Util. Wear
Outwear
Sweaters & Cardigans
Shirts &
Polos

Men
Children
Baby
Women
T-Shirts
Bottoms
Loungewear
Sports Util. Wear
Outwear
Dresses
Innerwear &
Underwear

Men
Children
Baby
Women
Newborn &
Infant
(0-24 Months old)
Toddler
(6 M- 5 Years old)

Men
Children
Baby
Women
T-Shirts
Bottoms
Sweats &
Fleece
Accessories
Dresses &
Skirts
Loungewear &
Home
Sports Util. Wear
Outwear
Sweaters & Cardigans
Shirts &
Blouses
Innerwear &
Underwear



Search drop down

