UNIQLO GLOBAL UX REDESIGN

Background

As a leading global fashion retailer, UNIQLO needed to optimize its eCommerce experience for an international audience. The focus was on improving mobile navigation, checkout, and product pages to enhance usability and drive conversions.

Problem Statement

• The existing mobile navigation was complex, making it difficult for users to find products efficiently.
• The checkout process needed optimization to align with global requirements,  best practices and to reduce friction.
• Product pages required enhancements to improve product discovery, engagement, and conversion rates.

Approach & Process

1. Mobile Navigation Redesign

• Simplified the navigation structure for better usability and discoverability.
• Prepared assets and prototype for testing
• Designed mobile-first navigation patterns, ensuring a seamless experience across devices.

2. Checkout Optimization

• Benchmarked against Baymard’s best practices and leading global eCommerce sites.
• Identified pain points in the checkout flow, such as unnecessary form fields and unclear CTAs.
• Designed a more streamlined, frictionless checkout experience for international customers.

3. Product Page Enhancements

• Improved product information hierarchy to highlight key details and drive conversions.
• Designed interactive elements for size selection, color swatches, and customer reviews.
• Focused on performance optimization, ensuring fast load times for a global audience.

Outcome & Impact

• Enhanced mobile navigation, improving product findability and reducing bounce rates.
• Checkout optimizations to increasing overall conversion rates.
• More engaging product pages boosted customer engagement and purchase confidence.