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How can we improve MUJI's online shopping experience so that customers feel certain they can find and purchase what they want.

2 weeks | Solo Project | Conceptual Project

Project Overview

The Problem

Customers love shopping in-store at MUJI, but are frustrated and confused when they try to purchase MUJI products online.

The Solution

Create a streamlined checkout process across the web and a mobile app to help customers find and buy what they want.

My role

This was a solo project, so my role was the end-to-end design process starting with research and preliminary sketches, then moving into wireframes, interactive prototypes, usability testing, and visual design.

MUJI in-store experience

MUJI's e-commerce website



I started research with competitive analysis, comparative research, and card sorting.


Without actual users to interview, I had to create a proto-persona based on my research and observations.

ONLINE Research

Researched 50 reviews from Yelp and 20 from Facebook. Most common complaints:

• Lack of transparency with shipping prices.

• Lack of customer service response.

• Lack of website organization.

Competitive Analysis

Compared MUJI's website with 4 competitors.

• MUJI's search experience was not streamlined.

• MUJI's checkout flow was not intuitive and was the source of many complaints.

Card sorting

I did card sorts with 4 users to see how they expected the website to be organized.

• All users organized categories different than the existing website.


user Persona


Since I didn't have the resources to interview users, I created a proto-persona based off my observation of in-store shoppers and from what customers were saying online.


The Design process


User Flow

In order to know which screens to design, I started with a user flow.

Site Map

I created a high level site map reflected changed in the navigation as found from my card sorting exercise.

Sketches - Mobile first

After identifying navigation issues, and armed with my user flow, I began brainstorming solutions with a bunch of sketches.

A few of many ideation sketches...

Low-Fidelity Wireframes

I created a low-fidelity paper prototype using the POP app to test.

Usability Testing

Based on my proto-persona and research, I gave my testers a simple scenario. "You're a regular MUJI customer, and since you don't have time to stop by the store, you want to re-order your favorite gel pen from MUJI's online website. First, find the gel pen, then add it to the cart. After you add it to the cart, complete the checkout process." 

Wireframe Iterations

Based on user feedback, I adjusted the prototype and made the wireframes digital. 

Desktop Wireframes

After creating the wireframes for the mobile app, I then moved onto creating the desktop wireframes.


Visual Design


Next steps:

My next steps would include creating a new user flow for users to find their products searching through categories rather than using the search bar. 

Other improvements would include improving the e-commerce experience to better match that of the in-store experience.