This project was a strategic surgical intervention.
The situation for UNIQLO was pretty urgent, their numbers on the site were less than ideal. Some of the issues were directly correlated to UX , they needed a shopper focused design solution. Our approach was simple scale back the “design” to reintroduce familiar shopping paradigms into the experience, then apply solid design solutions to UNIQLO’s set of challenges. We performed RAPID IN-STORE USABILITY TESTING to validate all design solutions.
Designing Strategically
One of the main pain points for users of UNIQLO.com was the massive and confusing navigation system. Due to UNIQLO’s large product assortment was driving the real estate on the nav to gigantic proportions. The navigation also had some subtle design flaws (e.g. affordance were not clear and familiar). During rapid usability test we even probed verbiage/terminology to better understand how users engaged with Uniqlo.
Each and every change that we made was based on direct usability feedback, and was designed with an understanding of scaleable RWD design and fit into the context of Uniqlo.com.
In-store rapid usability testing.