What happens if you take - s3images.coroflot.com · Design Lead. Past Projects. 02 Business Research Brief Recap & Goals Heuristic Evaluation Competitor Analysis. Brief Recap Launched

What happens if you take away MUJI from MUJI?

01 IntroductionMeet the Team Past Projects

02 Business Research Brief Recap & Goals Heuristic EvaluationCompetitive Analysis

03 User ResearchUsability TestContextual Inquiry Interview Key InsightsPersona Customer Journey Map

04 Our SolutionsFeature Prioritisation Hi-Fi PrototypeUsability Test

05 The Plan6-Months Plan Service BlueprintKey Performance IndicatorsItemised Quotation

06 Let’s DiscussQ & A Appendix

01 Introduction

Meet the Team

Past Projects

Meet the Team

Michelle LimProject Manager

Haziq PutraResearch Lead

Amanda TanDesign Lead

Past Projects

02 Business Research

Brief Recap & Goals

Heuristic Evaluation

Competitor Analysis

Brief Recap

Launched the online website in 2014

Allow consumers to shop online

Showcase that MUJI is selling a lifestyle

Currently still functions as a web catalogue

Fear that the essence of MUJI is being lost along the way

Brief Goals

Improve user flow for general purchases01

Improve integration between online and offline shops

Redesign website to give MUJI products a broader appeal to customers

02

03

6 MonthsDesktop, Tablet and Mobile

01

02 Aesthetic and Minimalist Design

Website does not convey the essence of MUJI

Big sales banner gives users a different impression

Why is it important?

Conveying the MUJI message took a backseat in

this current design layout

Makes the brand look product/sales centric

> Loses the MUJI essence

Heuristic Evaluation of Current Website


01

02 Consistency and Standards

Mistaking navigation aid as website tags

Why is this important?

Users should not have to second-guess the

features on the website

Website should be intuitive for ease of use

Competitive Analysis

Entire website is broken down into 3 main categories (3 clicks to reach a product)

Product descriptions are well explained – ‘Why we built this’

Subcategories are easy to learn

Who did it best?

Lululemon


Who did it best?LUSH

Customer can checkout without having an account

Certain items are labelled ‘online exclusive’ and ‘leaving soon’ to indicate availability to potential buyers

Allowed to search immediately with aid of search bar


Who did it best?

Lululemon

Product page is consistent across the website

Navigation aid in the form of “breadcrumbs” is present

Profile and shopping cart can be found at the top right, recall


Who did it best?

Lululemon

Unavailable products are not listed to avoid confusion

Back button is present on all pages


Who did it best?

Lululemon

The colours of the website is kept plain and simple so it doesn't clash with the products displayed

Shows product details when cursor hovers over product picture

Has a clean layout

What can MUJI leverage on?

01

Feel that by buying LUSH products, they will be

making steps towards a more sustainable

lifestyle and doing their part in saving the

earth/cutting down on waste

How does the LUSH site makes the users feel about the brand?


01

Feel like they are part of the Lululemon

community, and “living the healthy lifestyle” with

presence of meet-up/events

How does the Lululemon site makes the users feel about the brand?


02

Articles present on every page talking about

sustainability/efforts to save the earth

Special products created to raise funds for

related causes will be prominently featured

How does the LUSH site sells their lifestyle?


02

The site included pictures, events, features,

articles that show everyday people wearing

Lululemon gear

They feature these most prominently in their

“Inspiration” tab

How does the Lululemon site sells their lifestyle?

03 User Research

Usability Test of Current Site

Contextual Inquiry

Interview Key Insights

Persona

Customer Journey Map

Usability Test of Current Website

Test Tasks Results

1. Search for a gel ink pen and a linen shirt from the MUJI Labo series

2. Find the venue of the Japanese

Textiles: Profession and Processes course

3. Find the latest promotion for Cafe&Meal MUJI

4. Where to go to apply for the MUJI Reward Programme

1. Easy to search for products (1.32 seconds average)

2. Top navigation bar is inconsistent across the different webpages

3. Could not find the breadcrumbs, users were lost after leaving the home page

4. Search function is not available on the home page

Contextual Inquiry

Gaps that MUJI can bridge between the offline and online experiences:

1. How can MUJI provide a good and seamless customer service channel for online users

2. How to ensure that description of products is extensive and allows better visualisation

Contextual Inquiry


1. How can MUJI’s website better highlight its value-added services

- This is important because these services enhance the consumers’ experience with the brand

Contextual Inquiry


1. How can we translate the essence of MUJI through its existing campaigns

- This may allow online consumers to feel more connected with the brand

Interview Key Insights

Consumers prefer shopping online because it is convenient01

Consumers uses the website as a catalogue – would shop in person because they want to visualise and test the products

Consumers are more likely to shop online if there is a good return policy

02

03

7 In-depth Interviews20 Contextual Surveys

Persona

Jane’s Customer Journey Map

Meeting the Goals

Business Goals

Improve user flow for general purchases

Improve integration between online and offline shops

Redesign website to give MUJI products a broader

appeal to customers

User Needs

Needs a way to shop online and experience the products

Want to feel a sense of connection with the brand

Needs a way to visualise the products so to compensate the lack for tactile experience

during online shopping

04 Our Solutions

Feature Prioritisation

Hi-Fi Prototype

Usability Test

Feature Prioritisation

“Read” tab educating users about the Muji philosophy (blogs, interviews, etc.)

Cart

Videos/imagesshowcasing products

Product reviewSearch bar

Recommended sizing (apparel)

Newsletter

Suggested/similar items

“Frequently brought” feature customised to user

UserNeeds

Business Needs

https://bit.ly/2ze4vSB

Hi-Fi Prototype

Usability Test on New Website Prototype

Rating(1: Difficult, 5: Easy)

Time(Seconds)

Checkout Process 4.6/5 –

Find out more aboutMuji’s philosophy

4.8/5 11 (avg.)

Shop for women’s clothes 4.6/5 12.4 (avg.)

05 The Plan

6-Months Plan

Service Blueprint

Key Performance Indicators

Itemised Quotation

What’s the plan for the next 6 months?

Legend: Design phase testing stages

Service Blueprint

User Journey Finds products Place Order Waits for Order Receives orderEngage Support

(If applicable)

Physical Evidence MUJI websiteOrder confirmation

(via email)

Shipping confirmation (via email), Order tracking

(if applicable)Delivery receipt

Online customer support and/or hotline

Touch points Phone, Desktop Phone, Desktop Phone, Desktop Delivery Address Phone, Desktop

User InteractionBrowse/search for products on the

MUJI site

Selects product(s), adds to cart, checks out, awaits

order confirmation

Awaits shipping confirmation (via email)

Monitor movement of order (if applicable)

Receives order at given delivery address

Contact customer service for support if required

Follow guidelines for returns Await confirmation

Front Stage

Keep site active, populate site with media highlighting the lifestyle

via products

Request for customer information (email, name,

address) and payment info. Notify customer of

successful order

Notifies customer when their order has been

shipped + order tracking number (if applicable)

Deliver order to given delivery address

Respond to inquiries and support customers

as needed

Notify customers of received returns

Back StageUpdate and maintain

online content

Provide security, privacy and legal protection of

customer details

Consolidates the user's order and packs it

Arrange for delivery of order

Await confirmation of delivery

Monitor reviews, maintain customer engagement

Updates inventory and processes refund

Key Performance Indicators

Indicators in which MUJI can measure the project’s success:

Online consumer traffic and engagement of new website01

Online purchases and transactions 02

Itemised Quotation

Project Phases Price

Research & Ideation $180,000

Design & Development $160,000

Testing (Usability Tests) $10,000

Maintenance & Performance $15,000

Improvements $15,000

Grand Total $380,000

Summary

05 Let’s Discuss

01

02

03

Flexibility and Efficiency of Use

Titles are clear enough but could be categorised

further as part of a new implemented feature

Why is it important?

A more simplified categorisation helps with the user

experience as it will become intuitive to them


Hi-Fi Prototype


-Always keeps customer updated can checkout without having an account

- Certain items are labelled "online exclusive" and "leaving soon" to indicate availability to potential buyers.

- Language is very clear and directive

Who did best?Lush


-Product page is consistent across the other e-commerce websites.

-Home button is placed top middle (instead of the usual top left) but its still recognisable.

-Profile and shopping cart can be found at the top right (as usual)

Who did best?Lululemon



- Unavailable products are not listed to avoid confusion.

- Ability to choose country when you first enter the main site (IP add. indicator)

-Back button present on all page



- Clean layout

- The colours of the website is kept plain and simple so it doesn't clash with the products displayed

- Showcases product well. When hovered shoes the different dimensions

Documents

What happens if you take - s3images.coroflot.com · Design Lead. Past Projects. 02 Business Research Brief Recap & Goals Heuristic Evaluation Competitor Analysis. Brief Recap Launched