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Find my product on MUJI online store

Imagine you are standing in front of this view in MUJI store. You are surrounded by beautiful note books, pens, planners and other stationaries. You are purely happy. Then, you find you can pick only one among these to bring home. How does it feel? how are you gonna make decision?

In this project, my team conducted research on MUJI offline and online store, found problems of the online store website, and I personally redesign a responsive website to solve the problems.

Sketch, Invision

12 Days

MUJI has a lot of similar products that confuses users to find the ‘right’ product they want. It is more difficult to understand the difference among products from online store because they cannot find or understand the provided information about the products.

Optimize navigation system to simplify the process of decision making among the similar options by providing an easier way to compare the products

Research:

Research Synthesis:

“I like to physically see and touch the products, smell the scents, especially with new products”

We observed 2 in-store and 2 online users. We found that users LOVE the brand because of the design, quality and brand ethics. They are not just come to the store to buy something but also like to browse the the place. Especially on physical store, they like to interact with the products but touching, using, sitting on, and smelling. Since they cannot do that online, they still like to browse but afraid of buying new products they have never actually seen.

On screener survey to recruit participants for usability testing, we found that people going to offline store than online store of MUJI. One of the reason is, as mentioned above, they cannot have the sensual and physical experience online. We found more reasons from other research mentioned below.

For usability testing, we asked 4 participants to use online store to find 3 given products and add those to the shopping cart.

On card sorting, we asked 3 participants to grouping the secondary categories of the global navigation first, as whatever they want (open card sorting), second, under the first level categories of the global navigation (close card sorting).

And conducted Heuristic analysis based on 10 topics, such as findable, accessible, or useful.

We found same problems over and over from these 3 activities. Which is actually we also found from the in-store and online contextual inquiries. MUJI has a lot of similar options. The users love the variety. But, at the same time, it is hard to find THE RIGHT product for them. And the current navigation system dose not help to make decision. Because of unclear language, categorization, hierarchy, lack of filter, and lack of necessary photos and description, it’s hard to find necessary information of the products. Even if the users find some information, it’s not useful. They still cannot understand what it is.

For example, look at these two grid notebook thumbnails on the product list.

On the usability testing, we asked the users to find and choose a grid note book. When finding this list from the website, none of the users understood the unnecessarily long titles, and wanted to see inside page photos to check the grid rather than just the cover.

Since MUJI is rather an unique form of business, we found only two competitors in their market which are Ikea and The Container Store. These competitors have a specialized brand and offer a broad range of products. MUJI also has many comparable brands which would appeal to their consumers as well.

We also analyzed the features of the online store with the competitors and comparators. Here I highlighted the features got lower score than other websites. The same problem is found again. MUJI provides much less detail information for the products. And have less recommendation system to help browsing (i.e. You May Also Like), and search function frequently give unrelated results.

My persona Megan loves to spend time at MUJI. She goes to online store when she is too busy to go offline store to buy a product she already had again, like pens or socks. After find the product and put it in the shopping cart, she starts to browse other products. She’s not buying anything new, but just like to see pretty and useful products.

This is the map of Megan’s journey from before to after of online store experience. When Megan tries to search the product she had before, because of the navigation problem, it takes unnecessary time to find the candidates, and When she finds the candidates, because there are too many similar options, it’s hard to be sure what it is. When she browse the website, she cannot touch, smell, or use products online, so she cannot imagine how the product actually is.

MUJI users have a lot of options. They like the variety but it is difficult to understand the difference among products because they cannot understand the information the website provides.

How might we simplify the process of decision making among the similar options so the users can easily select products?

To solve the problem, I established a few core strategies.

Based on the feedbacks from the usability testing and card sorting I simplified the sitemap so the users can easily map the sitemap in their mind

The task is

When Megan find the list of socks, she will compare different products over and over until she makes her mind and add products to cart.

On the existing website pages, there are too many information that it’s difficult to know where to focus, and to know the difference between similar products.

For usability testing, I conducted 2 rounds with low-fi prototypes and 1 more round with mid-fi prototype with 4 participants with each round.

Home page:

I applied the revised sitemap on the global navigation. Users spent less than half of the time to find ‘Apparel’ than 1st round.

Product List page

Compare Page

2. All 4 users were confused about if the title of the information is only applied to left product since the title are located at left. 3 of them did not know there is more information under the images since they had to scroll down.

Users like to sit down spend time to browse the website so I mainly focus on desktop wireframe, but they can also use the same feature on mobile since it is a responsive website.

The biggest difference between mobile and desktop version is that the product images are displayed vertically because of the screen orientation.

Revising a few things on the wireframes, I will apply the features the users of usability testing asked me. Those are

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