UNIQLO.COM
Client
UNIQLO
Customer experience at the core of UNIQLO’s digital transformation
How can UNIQLO future-proof its business by growing its online business while leveraging its footprint of physical stores?
Mobile First
While a "mobile first” mentality had become a common practice among consumer brands, UNIQLO's design and business approach hadn’t kept up. They had a ready-made audience, but needed to give them a better experience.
Practical Future
A mobile e-commerce site that puts the breadth of UNIQLO's digital services and physical retail within the reach of a customer's thumb.
Shop in 3 clicks
Just as the mobile site uses the “Rule of Thumb,” the desktop site follows the “Three-click Rule”: everything is accessible within three clicks from anywhere on the site.
Rule of thumb
In ten years, the size of mobile devices has increased by 60% but the approach to e-commerce on mobile devices hasn't evolved.
I&CO devised a navigational design that allowed users to find everything with just one thumb.
+30%
Increase in e-commerce YoY after launch
Our Role
Strategy
- Primary Research
- Customer Insights
- Business & Market Intelligence
- Data Analysis
- Workshops
- Product Strategy
- Retail & Customer Experience
- Go-to-Market Strategy
Digital Product
- Product Design
- User Experience Design
- Interface Design
- Customer Journeys
- Service Design
- Prototyping
- User Testing & Optimization
- Technical Architecture & Planning
- AI & Machine Learning
Brand
- Naming
- Brand & Identity Design
- Tone of Voice
- Messaging & Content Strategy
Incubation
- Ideation Workshops & Sprints
- Prototyping
