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Over the course of my 2022 spring semester, I enrolled in a 10- week design program run by Rutger’s CreativeX club called Creative Labs, where I was grouped with three other people to work on a design case study of the Uniqlo App.
Collaboration
Rutgers CreativeX/Creative Labs
Role
Product design
Timeline
Brief
Why Uniqlo?
This was a concept that I came forward with. I’m very passionate about fashion and style, and Uniqlo is one of my favorite retail sellers of clothes. In a world of cheap, low-quality fast fashion, Uniqlo stands out due to its pristine quality and simple, but clean style. Their clothing pieces were functional enough to fit in almost all of my outfits in some way.
For a company so known for simplicity and quality, it was disappointing to find that their mobile app didn’t reflect their values.
Problem Statement
Tackling the issue
Looking at both online reviews and our own hands-on experience with the Uniqlo app, we have found a general feeling of frustration with the user experience of the application. With online shopping now playing a major component in clothing retail, having an unsatisfying mobile application can heavily limit Uniqlo’s customer base. The main goal of this project is to redesign the Uniqlo mobile app that is easy to use and that addresses customer needs and complaints.
Scopes and Constraints
Navigating Boundaries
Predicted Outcomes
What Outcomes do we want to see?
User Research
Uncovering user insights
There are several ways we tried to identify the problem of the original application. First, we made a survey and send it to users conducting a usability test on the app. We also conducted surveys with the same concept of a usability test, except that the answers from the interviewees were more in-depth. Lastly, we played around with the application ourselves to see if we can find any problems users missed.
Took the information from the google form and categorized the data from highest to latest priority when redesigning the app:
There are 3 main categories that we identified as User Pain points:
Design Sprinting
Looking for Inspiration and sketching
Making a moonboard of designs from other competitors to see what freatures and layouts work or need improvement. This later inspires our team to each draw our own sketches for what we think the redesign of the Uniqlo app should look like.
Outcome
Mid - Hi fidelity mockups
Finals Frames
Mid Fidelity
Hi Fidelity
Solutions
Final Design Breakdown
Challenges
Conflicting Schedules...
As mentioned before, our team is from different academic backgrounds and struggled to find time to meet during peak midterm seasons as the semester went on. This experience taught us the value of flexibility and the ability to work separately.
Skill Level Differences...
Also, as mentioned before, our team members were not comfortable using Figma and Notion. Suddenly having a project based solely on the two platforms was a giant leap for some. This experience taught us how to lean on each other and overcome any fear about asking questions.
