UNIQLO Redesign
UNIQLO website redesign focused on streamlined & accessible navigation, e-commerce trends, & clean design.
Role
UX Auditor, Web Designer
Discover & Define
Problem
Users, both casual and intentional, face multiple difficulties navigating UNIQLO’s website. The current design contains confusing navigation and filtering systems, slowing down the journey of easily locating or purchasing a product. The flows of these systems, paired with outdated architecture and poor visual hierarchy, contribute to higher drop-off rates.
Priorities
1) Reorganize the navigation dropdown to improve product discoverability
2) Streamline filtering flows for both online and in-store products
3) Strengthen the site’s information architecture with a clearer visual hierarchy
4) Redesign the Product Detail Page for improved readability and accessibility
Original Site Pages
Competitors
Urban Outfitters: A lifestyle brand with clothing that caters to younger, trend-driven shoppers looking for both everyday wear and fashion-forward pieces.
Banana Republic: A modern, versatile clothing brand focused on essentials and work-to-weekend pieces.
J-Crew: A clothing brand known for its classic styles and high-quality basics.
Competitor Research
Feature Audit
I lightly annotated and audited each brand’s website, focusing on the features that brought navigation challenges for users on Uniqlo’s site. 8 features in total were examined. Below are three cases: Filter Sizing, Filter Color, & Location Finder.
UNIQLO UX Audit
As I concluded my research, I solidified the two main focuses for my UNIQLO redesign and conducted a UX audit.
Brand Research
01
Navigation
02
Filtering
Explore & Ideate
Low/Med-Fid Wireframes
After completing the audit, I progressed to wireframing the UNIQLO redesign. The scope included a new homepage, two product category pages (Women’s Pants and Shirts), filter systems for each, a store locator, and a product detail page. Below are the wireframes that later got turned into final screens.
Navigation, Browsing, Filter List, Product Details
Store Locator & Sizing Filter
UI Design
Final Design
Video Showcase
Final Reflection
Project Takeaways
Auditing UNIQLO
Before I jumped into any UI design, I completed an in-depth audit of UNIQLO’s site, as well as a comparison sheet of its features compared to competitors. This process helped me identify usability issues and opportunities for improvement, while also recognizing industry standards and best practices.
Highlighting Navigation
UNIQLO’s biggest pain points are in its navigation, ranging from its dropdown function to product filters and discoverability. When approaching this redesign, I paid close attention to well-performing e-commerce competitors, as a point of familiarity for users. Features such as the nav dropdown were redesigned to address issues of length, clutter, and repetition. I tackled usability issues and eliminated extra scrolling, nested menus, and unclear hierarchies.
Visual Design
My goal was to modernize UNIQLO’s website while maintaining brand identity and strengthening its visual hierarchy. I aimed to design a cleaner experience that highlights products without overwhelming or confusing the user.
Final Notes *
As an avid UNIQLO shopper, I was excited to approach this website redesign. Their website was functional, but even before this project, I would constantly note areas for improvement in the back of my mind. I wanted this project to have an emphasis on analysis, both of competitors and e-commerce standards. In the end, most of the work in this redesign went towards improving the experience, as designing the interface came more easily to me with all the information I gathered.
As a result, the redesign reflects not only a visually refined interface but also a thoughtful, research-driven process that demonstrates my ability to translate insights into clear, user-centered solutions.