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

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