CASE STUDY
REIMAGINING THE UNIQLO Journey
CLIENT
Uniqlo
DURATION
May 2025 - Present
RESPONSIBILITIES
Conducted user and competitive research to identify pain points
Mapped out the app’s structure to define core user flows
Design user-centered solutions to improve the overall shopping experience at Uniqlo
ROLE
End-to-End UX Designer
DISCLAIMER
This is a personal project created for educational and portfolio purposes. I am not affiliated with UNIQLO.
overview
background
The Uniqlo Redesign Project aims to create a seamless shopping experience for users. In my personal experience, I found a lot of pain points on the app and opted to visit the physical store instead to avoid dealing with the app. Upon further research, I discovered that a lot of users on Reddit had similar experiences which motivated me to create a mobile app that was less frustrating for all users.
problem statement
The Uniqlo mobile app presents usability issues that frustrate users and discourage online shopping.
SOLUTION
The application should have improved usability, streamline navigation, and reduce friction in the shopping flow.
RESEARCH
user research
After noticing the same frustrations with the Uniqlo mobile app and website on Reddit, I began collecting user pain points from multiple Reddit threads to identify common usability issues. This helped me set a foundation for the problem statement and uncover the pattern in what these users expected from the website. I plan to reinforce these findings by conducting an initial usability study in the next phase of this project.
COMPETITIVE ANALYSIS
I conducted a competitive analysis of Gap, Zara, and H&M to better understand retail industry standards and uncover opportunities to either replicate best practices or differentiate the experience. The analysis focused on eight key categories to evaluate each competitor’s strengths and weaknesses, while identifying gaps that could inform a more user-centered design for the UNIQLO experience.
SITEMAP
Next, I created a simple sitemap of the mobile app to get an in-depth understanding of how the app was structured. This step helped me clarify the user’s main touchpoints and the relationship between the pages which will help me plan and organize content to support my wireframes and prototypes later on.
next steps
what’s next?
Conduct an initial usability test of Uniqlo’s current mobile app with at least 4 participants within the target audience.
Gather insights from the usability research to create a persona that reflects user goals, common behaviors, and pain points.