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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
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
Competitive Analysis
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
Competitive Analysis
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
Competitive Analysis
Who did it best?
Lululemon
Unavailable products are not listed to avoid confusion
Back button is present on all pages
Competitive Analysis
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?
What can MUJI leverage on?
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?
What can MUJI leverage on?
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?
What can MUJI leverage on?
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
Gaps that MUJI can bridge between the offline and online experiences:
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
Gaps that MUJI can bridge between the offline and online experiences:
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
Heuristic Evaluation of Current Website
Hi-Fi Prototype
Competitive Analysis
-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
Competitive Analysis
-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
Competitive Analysis
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
Competitive Analysis
Who did best?Lululemon
- 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
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