Uniqlo (Singapore) Mobile App Redesign
OVERVIEW
The Uniqlo (Singapore) mobile application allows users to experience offline shopping via an online platform within the comforts of their own homes.
The goal of this project was to identify any usability issues that the existing application currently has and come up with solutions to solve these issues and even propose new features to improve the overall experience.
ROLE
UX/UI Designer
User Researcher
Ideation
User Persona
Task flows
Wireframing
Prototyping & Testing
November 2021 - December 2021
Background
Uniqlo, is a Japanese brand for casual apparel that has gained international fame. Many love their products for their affordable prices, the wide range of basic easy-to-match designs and also the multiple partnerships and collaborations the brand has with popular character licensors such as Disney and recently also various artists.
The Issue
A higher demand for hassle-free shopping experience due to an increase of online shopping users.
Some reasons for the increase may include:
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Uneasiness to leave home due to Covid-19 Pandemic
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Lack of time to visit stores in person due to personal obligations (e.g. work, school, etc.)
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Long queuing/waiting times when shopping in store
However, I noticed that many users were struggling when using the app, resulting in a frustrating experience.
User Research
To better understand the issues that the app may have, I decided to do a simple competitor analysis. I chose three other similar online shopping apps that users in Singapore frequently use to form the comparison. This helped me to identify what worked and what didn't, allowing me to get a better idea of what users ideally would want in an online shopping app.
Target Audience
To help me gain a better understanding of the app's target audience, I decided to conduct a simple survey and interview session to help me obtain more information.
I pinpointed three main areas to clarify during the survey and interview sessions:
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the user's reasons for using the app
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the frequency of use
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features that they would like to see on the app
From this, I was able to identify what users liked and disliked about the current app.
What they liked:
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Easy to locate sale items as they are on one page
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The efficiency of being able to see all available items at a glance compared to being at the physical store
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Access to membership discounts and special offers
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The convenience
What they disliked:
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Issues with logging in (unable to 'stay logged in')
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Poor and messy navigation throughout the app
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Lack of feedback when an action is taken
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Vexing window shopping experience
User Personas
With the results of the survey and interview, I was able to craft five different user personas based on the information compiled from our findings.
User Task Flows
In order to get a better idea of how and what can be improved, I've created different tasks and decided to identify the current user task flow for each task. This helped me to better illustrate the pain points with the navigation of the app and with this visual aid, I can easily identify if the process has been improved.
Registration
Homepage
Wishlist
Filtering System
Stock Check
Ideation
Sketches
With all the research compiled thus far, I began the ideation process firstly by drafting sketches of wireframes based on the tasks. This helped with visualisation and allowed me to experiment with different layouts efficiently.
Low Fidelity Prototype
With the sketches done, I combined parts of each sketch that I liked and came up with a low-fidelity prototype. I created two different versions to perform AB testing to figure out which one the target audience preferred the most.
Final Low Fidelity Prototype
The final low fidelity prototype combines the elements of both versions one and two to form the layout that most users preferred.
High Fidelity Prototype
With the final low fidelity prototype as a reference, I then proceeded to create the high fidelity version of the protoype.
Usability Testing
With the high fidelity prototype created, I then conducted another round of usability testing before making the final changes and adjustments. With the feedback gathered, I proceeded to create my mock up.
Mock Up
This is the final mock up for the Uniqlo (Singapore) Mobile Application Redesign.
Final Closing Thoughts
From the experiences I've gone through after reaching the completion of the project, it has allowed me to gain a better understanding of the struggles that users may face when using a mobile application. It has also allowed me to gain more knowledge on how to improve the overall usability of an application so that users can have a better user experience.
I would also like to express my thanks to my fellow team members of Team Good Day for going through this journey together.
Special Thanks to:
Team Good Day
Sandy Kee
UX Designer/Researcher
Jie Yu Ong
UI/UX Designer
Nicole Tan
Product Manager
