UNIQLO | UX Study

quarta-feira, 28 de maio de 14

brief

UNIQLO describes itself as a
“new Japanese company that
creates clothing with new
and unique value.” Their
tagline is: Made for All.
The company is currently
trying to gain international
market share against other
brands such as Zara, H&M
and Gap.
[...] establish a greater
presence in the GLOBAL
apparel market.
1 2 3
People see them like this?
Made for all? Is that even
possible in fashion business?
Fast fashion? What’s the
lifecycle? Are they cheap?
What’s they
status now?

Identify which phase(s) of the
customer lifecycle where
mobile could have the most
impact
They see an opportunity in
building a multi-channel
shopping experience that
speaks to their brand and
differentiates the company as
modern, forward-thinking
alternative to their
competitors.
4 5
Mobile? Wait!
:( shopping experience for
who?

reframing the problem
and takeaways

>

"We are not a fashion
company, we are a
technology company."
Tadashi Yanai UNIQLO
Founder
"We are not making
fashion. We are
making clothes for real
life,"
Naoki Takizawa,
UNIQLO Creative
Director

“I can fall on their
product without
questioning quality or
longevity. They're
pieces that are almost
like invisible wires
holding together the
fripperies of the rest
of my wardrobe.”
http://www.stylebubble.co.uk/style_bubble/2013/04/uniqlo-for-life.html

UNIQLO is not
not about trends like
other fashion retailers
they are about
functionality,
refinement and
the search to the
perfect clothing in
multiple colors.

Over the years people have
been talk more about
conscient choices, buy smart,
make it last. And even a movement
has show up: the “Slow Fashion”.
All these actions are about
educating consumers where their
clothing has been and where it is
going.
Buy less.
Choose well.
Make it last.
Quality, not
quantity

the next step:
2 hours visit at a
random Zara
store

people picking similar
items ex. black tops
people picking what
seems like random
items ex. shirt, skirts,
jackets
2 different patterns.
One final theory:
people shop like they
are dating

and with that in
mind I tried to
find other studies
that explains
what's going on
there
3 Universal Mind States of Shopping
http://www.fitch.com/the-joy-of-shopping-its-all-in-the-mind/

After that I
looked at the
complete
customer lifecyle.
http://www.slideshare.net/pieterj/fashion-touchpoint-strategy-the-fashion-cycle-meets-customer-journey

Site
Clock
Recipes
UT
Camera
Looks
Wake
Up
Hair Do
Calen
dar
UNIQLO
APP
and place all the
long term digital
assets UNIQLO
has today .

Site
Clock
Recipes
UT
Camera
Looks
Wake
Up
Hair Do
Calen
dar
UNIQLO
APP

I finally add a final
but not less
important
fun fact

design tasks

1. encourage people to make smart apparel combinations that fit
their preferences and lifestyle.
2. help them to explore our products in a more fun and less
structured way
3. generate valuable user data and spread the word about
UNIQLO principles globaly even where is not possible to buy.
4. create a seamless shopping experience for UNIQLO
5. coexist with current Life Tools Applications and other digital
channels.

http://www.fitch.com/the-joy-of-shopping-its-all-in-the-mind/

OK.
6. use a mobile application for that.

the concept
“UNIQLO Perfect Match”

A user opens the app, and through
geolocation we find out where the user
is and if is possible to buy at UNIQLO
or not
This way the app will always work
whenever our user is.

based on location, weather, offers and
preferences we build a stack of cards
similar to dating applications like
Tinder.
Swipe right for “like”
Swipe left for “dislike”

different cards will help us know
our users and be more precise in
new recommendations
Items Colors Prints Fabrics

and when the user shakes their device,
the app generates suggested looks
with the liked items.
IT’S A MATCH :P

the user can also buy single or
combined items.
They can choose between recieve the
order at home or pick it up at the
closest store.

When combined with iBeacon or NFC
Technology the app can help them
remember their loved looks and
encouraje them to make experiments in
the store.

Hey John! :)
These pants are a
perfect match to
make this look we
recommend.

NFC/Beacon also unlocks a camera on a
special fitting room.
Users can make
a animated gif and share it in social
networks.
Ask friends for help,
or simply have fun in UNIQLO style

Key Interactions

Thanks :)
05.28.2014
Carolina Tod
carolina.tod@gmail.com

UNIQLO | UX Study

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