E-Commerce Experience & Mobile Optimization
What: Optimized the U.S. uniqlo.com experience to boost conversion and improve mobile shopping, addressing high drop-off from long scrolling and dependence on core product messaging.
Why: To grow as a lifestyle brand, Uniqlo needed to highlight its full product range and improve discoverability. Nearly half of online revenue from mobile, optimizing the mobile UX was critical to driving revenue and retention.
How: Used usability studies, interviews, and A/B testing to identify pain points and guide design. Introduced interactive shopping experiences and seasonal lookbooks tailored to U.S. shoppers, while delivering mobile-first solutions that combined storytelling with intuitive navigation.
Insights & Impact: Found that U.S. shoppers converted more with seasonal styling than repeat basics, leading to the launch of digital lookbooks and storytelling-driven content. This shift boosted return visits, generated $100K+ in monthly revenue, and established a balanced strategy that improved product discovery and engagement.
Uniqlo (USA): Tailor-made Looks
Tailor-Made UX Experience for Elevated E-Commerce Offering
What: Designed and launched a tailor-made shopping experience to elevate Uniqlo’s digital presence as a high-end lifestyle brand. The goal was to allow customers to customize and purchase a full tailored outfit directly online.
Why: Data from denim campaigns and digital lookbooks showed a 30% increase in pants alterations, indicating strong interest in personalized fit. This initiative aimed to build on that demand, increase engagement, and grow revenue through a differentiated
online offering.
How: Partnered with global and cross-functional teams to adapt the design system, secure HQ alignment, and define a launch strategy. Released an MVP for custom dress shirts that expanded to blazers and pants through iterative testing and insights, establishing a scalable tailored shopping experience.
Insights & Impact: The feature revealed strong customer demand, though fulfillment was limited by infrastructure for alterations. Despite these challenges, it generated $60K+ in monthly revenue, with 20% of engagement from mobile, validating mobile-first tailoring as a significant growth opportunity.
