Redesign promoting simplicity, accessibility and sustainability
UNIQLO advocates for timeless design, durability and everyday functionality, but their digital platforms don't reflect this. I redesigned the website to simplify navigation, increase accessibility and support conscious consumer behavior.
Overview
As consumer demands for versatile, high-performance clothing grow, especially with the rise of gorpcore and activewear dominating the market, users expect clear guidance to choose the right gear. UNIQLO aims to position itself within this competitive segment but currently offers a cluttered and scattered digital experience.
Challenge
Users find it overwhelming to navigate, struggle to identify suitable products for specific activities and lack detailed information on garment performance. This redesign addresses these challenges by streamlining the experience and providing clearer, more confident guidance.
Process
I apply Design Thinking to guide my process. It’s never linear, but iterative: shaped by testing, feedback and continuous refinement to ensure solutions that truly address the core problem.
Solution
The final design simplifies the experience and supports users in finding the right product for their needs, whether for everyday wear, outdoor use or specific weather.
Together, these changes reduce friction, build trust and help UNIQLO strengthen its presence in the activewear space while encouraging more intentional shopping.
Impact
Users described the new experience as calmer, helpful and more in line with how UNIQLO feels in-store. They especially appreciated the added clarity around garment performance: an area that had previously felt vague or overlooked. This guidance helped them make more informed decisions and better understand the value behind each product, ultimately supporting more sustainable choices over time.
Users that found the desired product in under 20 seconds (before redesign: 40%)
Users that preferred the redesign over the original design
