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.

usability testing

After conducting the usability tests with 4 participants and Reddit users, I compiled their pain points to create an affinity map. With the affinity map, I was able to prioritize the themes that I will address in the prototyping phase.

  1. Users found it difficult to find the navigation menu and specific categories within the menu.

  2. Users weren’t aware that they were on the homepage when they first entered the app and how the homepage worked.

  3. Users were unable to compare sales prices to the original price of an item they were interested in.

next steps

what’s next?

  • Combine findings to tell a story through a user persona and user flows.

  • Ideate and brainstorm potential design solutions by identifying and exploring different UI patterns.