Uniqlo Redesign
Design sprint
<self-initiated> <product design> <sprint>
Role
Product Designer
Duration
1 week
Skills
Concept UI/UX
Table of Contents
Overview
Uniqlo is a well-known brand among the Asian and Millenial-to-younger demographics in the United States. However, there are still people who are unfamiliar with the clothing brand. Customers who are not aware of Uniqlo when they enter a store but are impressed by the products often discover that there is a sign-up bonus with the app. Reducing the friction of registration can increase awareness, especially among the untapped older and less-technically inclined demographics, and encourage repeat customers to explore new or existing products. Changes to improve the sign-up flow for ease of use can simultaneously improve registration rates for all users.
The Problem
The current registration flow is overly complicated, causing many customers to drop off and lose the opportunity to be targeted later if they don’t sign up.
The required fields are not clearly indicated, and the overall process is lengthy especially for older users, who may abandon it before completing registration.
Many people are discouraged from signing up when the flow is confusing or time-consuming, leading to significant drop-off rates.
Registration creates an opportunity to build a stronger connection with customers who are highly interested in purchasing products, turning them into repeat buyers through more effective product advertising via the app and email.
By focusing on long-term engagement, we can provide more value to the customer by offering quality items over time, rather than pushing for immediate sales.
User Features
Retain the current flow and questionnaires but break up the registration page so that users can skip certain questions and get straight into getting their registration coupons.
User Research
Older users often become frustrated and drop off at the registration page. However, across all demographics, customers are more likely to return to stores if they have existing accounts. Simplifying the registration process would make it easier for older customers to sign up. This approach not only increases the likelihood of account creation but also encourages future visits by offering coupons and other incentives.
Usability study for the original flow:
Persona
Elizabeth
A woman in her mid to late forties who is fairly comfortable with technology. She discovers a $10 off coupon for purchases over $75. She finds the registration flow too complicated, stating, “They need to streamline this. An autofill feature would make this so much easier.” Despite the complexity, she completes the registration by manually filling out all fields and receives her coupon.
Persona
Maury
A woman in her late fifties who is not very tech-savvy learns about the welcome coupon. She scans the QR code, which takes her to the App Store to download the app. However, she has trouble downloading it because she forgot her Apple ID password. After finally accessing the registration page, she finds it confusing and ultimately decides she no longer wants the coupon.
Persona
Vivian
A woman in her mid-fifties visits the store with her son. She hears about the coupon and is interested in claiming it. When she has trouble registering, her son helps her complete the process. He notices that some fields are optional, skips them, and successfully finishes the registration. They receive the coupon and proceed to check out their items.
From these usability studies, it’s clear that many users in the 40s–50s age range experience significant difficulty or require outside help to complete the registration process. To make the flow more accessible across all demographics, simplifying the process is essential. Ensuring that only required fields need to be filled out would allow users to complete registration quickly and claim their coupon. At the same time, users should still have the option to complete additional, optional fields if they wish to further personalize their account.
