The Project

MUJI E-Commerce Site Assessment / Update (Responsive Web)

The Challenge

Cult Japanese retailer MUJI is beloved for its products and in-store experience, but its e-commerce site seems stuck in 1998.

My Role

UX Researcher in 2-person team (1 week), UI Design solo (1 week)

The Process

We utilized a full battery of user research methodologies to analyze the company, the existing site, and user experience (both online and in-store), then prepared low-fidelity wireframes and prototypes.

RESEARCH: Usability testing of an existing product, Contextual inquiry (in-store "shop-alongs"), Business Model Canvas, Screener Survey, User Interviews, Information Architecture, User flow and Task flow mapping with Omnigraffle, Heuristic Evaluations, Persona updates, Card-Sorting using Optimal Sort, User Journey

DESIGN:  desktop and mobile wireframes in Sketch, prototyping with Invision

The Discovery

Our research and testing showed that customers love MUJI's in-store experience for its streamlined aesthetic, sense of discovery and attention to sensory delight, but that the e-commerce site is not currently reflective of that ethos.  My low-fi prototypes illustrate how the e-commerce site could be improved in 3 main ways: revamped design standards, clearer information communication, and greater emphasis on quality imagery and social media integration.

Contextual Inquiry: In-Store Shop-alongs

We started the project by visiting 2 MUJI store locations and shadowing 7 customers as they shopped the stores. 

By observing behaviors and conducting exit interviews, we gained these insights:

Repeat customers have favorite products and departments, they enjoy sharing MUJI products with friends, and those who had used the website expressed frustration with the lack of clear information given regarding products and orders.