Dash Kadam
Product Designer . Art Director . Photographer
UNIQLO
Client: UNIQLO
- Uniqlo is a Japanese clothing brand with a global presence known for its affordable and stylish casual wear, focusing on minimalist designs and high-quality materials. I helped Uniqlo Singapore to develop mobile app features that integrated online and offline shopping experience.
Research
The primary objective of this case study was to gain a thorough understanding of Uniqlo's customer base. To achieve this, we initiated a survey campaign, followed by a series of in-person interviews. The study included the participation of 15 individuals who regularly engage in clothing shopping activities. A noteworthy finding was that Uniqlo's popularity was remarkable, with 8 out of the 15 participants indicating it as their preferred destination for clothing shopping.
The primary objective of this case study was to gain a thorough understanding of Uniqlo's customer base. To achieve this, we initiated a survey campaign, followed by a series of in-person interviews. The study included the participation of 15 individuals who regularly engage in clothing shopping activities. A noteworthy finding was that Uniqlo's popularity was remarkable, with 8 out of the 15 participants indicating it as their preferred destination for clothing shopping.
Online Shopping Behaviour
Singaporeans exhibit a strong inclination for online clothing shopping. Our data analysis categorised this behavior into three primary groups:
Singaporeans exhibit a strong inclination for online clothing shopping. Our data analysis categorised this behavior into three primary groups:
1) Confident online shoppers who are well-versed in their body measurements
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2) Individuals favouring online purchases for convenience, such as replacements and spontaneous buys.
3) Those necessitated to shop online due to unique size requirements.
Uniqlo App Usage and Competitor Preference
Interestingly, a majority of respondents did not utilize the Uniqlo mobile app. Instead, they opted for competitors like Pomelo, Asos, Zalora, and Zara, engaging with these brands through their online platforms and mobile apps.
Uniqlo App Usage and Competitor Preference
Interestingly, a majority of respondents did not utilize the Uniqlo mobile app. Instead, they opted for competitors like Pomelo, Asos, Zalora, and Zara, engaging with these brands through their online platforms and mobile apps.
Research Synthesis: Affinity Mapping
Personas
Customer Journey Map
A customer journey map that follows a customer's experience using the Uniqlo app. This journey takes us through ordering items, facing an issue with the fit upon receiving them, initiating a return, and finally, smoothly getting a replacement.
Feature Prioritisation
The features were inspired by various personas, and upon sorting through them they were narrowed down to two core ones: "In-store Availability" and "Try in Store."
Lo-Fi Prototype
With the two features in mind, lo-fi paper prototypes were created to facilitate the testing of the design and functionalities. Users, on the whole, exhibited ease in completing the task, and the feature garnered positive feedback.
Hi-Fi Prototype
The Redesigned App
Connecting the online and offline experience. The redesign was made with simplicity and ease of use in mind. In the redesigned app categories are easier to find, buttons and text are clear and UI is consistent throughout the app.
Uniqlo Loyalty Programme
From the research conducted, it was discovered that a multitude of Uniqlo stores are situated across the city. Consequently, users exhibited a preference for physical store shopping, citing the ability to tangibly experience the clothing and try them on prior to purchase. The prevailing trend indicated that the existing app was under-utilised. To address this, the new app aimed to provide users with value and incentives, resulting in the introduction of the Uniqlo loyalty programme as an exclusive feature. This initiative enables users to accumulate points with every purchase, which can then be redeemed for discounts, thus enhancing the app's appeal and utility.
In Store Availability & Try In Store
These features allows uses to check item stock availability in store and reserve the item of their choice so they can try it out in store at a later date.