![](https://pro2-bar-s3-cdn-cf2.myportfolio.com/43935a14e8d75bf59c251f1de220856a/3e7b57e4-55b4-4cdc-9006-a8bf8587d190_rw_1920.jpg?h=7d804c091a365a31b1efb4ad2e524ddf)
MUJI's customers are known to be loyal fans of their stores and products. However, online sales in the US did not reflect this. I was contracted to propose changes to the visual design and usability of MUJI's US online store.
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/43935a14e8d75bf59c251f1de220856a/c0a0d70f-3a0d-4085-ae61-e0e18ec0a40d_rw_1920.jpg?h=17ea32f5018ecda3ad82b43aaa526467)
Since there was almost no information about actual MUJI customers, I conducted guerilla user interviews outside of brick and mortar MUJI stores to find out how the online shopping experience differed from the physical shopping experience. In doing so, I was able to gain insight about specific customer pain points.
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/43935a14e8d75bf59c251f1de220856a/2e67ff29-766a-46a4-b516-cdf264360c14_rw_1200.png?h=c8b27f4439c4e90a9cbf528486a844eb)
![](https://pro2-bar-s3-cdn-cf.myportfolio.com/43935a14e8d75bf59c251f1de220856a/826f016e-312e-4f70-ad52-460cb2d25068_rw_1920.jpg?h=828fd52c5131ba173b454daa8eb252cf)
I then did a heuristic evaluation of the MUJI website on both desktop and mobile devices to see if there were problems that I could identify based on my user research and established UX principles.
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/43935a14e8d75bf59c251f1de220856a/0c0d25dc-9b29-4bb0-92d9-dd277cd44121_rw_1200.png?h=f58359a4e299ea561e7080294bf31884)
![](https://pro2-bar-s3-cdn-cf5.myportfolio.com/43935a14e8d75bf59c251f1de220856a/69000320-2f6e-4fd0-8433-2fabfa1350fb_rw_1200.png?h=3e41168a7add41881b488195630c4849)
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/43935a14e8d75bf59c251f1de220856a/a4c809d5-9262-4162-9643-aa3cffcc8622_rw_1200.png?h=f134d8bab297e2a79b8851f7115f383e)
![](https://pro2-bar-s3-cdn-cf3.myportfolio.com/43935a14e8d75bf59c251f1de220856a/4306249d-12af-4d5b-8279-4f2ea1b3062a_rw_1920.png?h=62303c7ab3a343076ebbaaaca17de95e)
![](https://pro2-bar-s3-cdn-cf.myportfolio.com/43935a14e8d75bf59c251f1de220856a/ba927df0-76fc-433e-b067-b5f4bb254f27_rw_1920.jpg?h=8172ab913ea919f983b45f704abf0505)
After evaluating the MUJI site, I did a comparative audit of other industry leading e-commerce sites to serve as benchmarks and identify areas where the design could be further improved.
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/43935a14e8d75bf59c251f1de220856a/c3e7e4ed-e48f-4b70-9d18-924164b2769e_rw_1920.png?h=6814cb8513a93f1496664fe7ffaa1ce0)
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/43935a14e8d75bf59c251f1de220856a/778f15a8-0ed0-43eb-96dd-2ca5f22088c5_rw_1920.png?h=0b6d287704af30c9db89313d505b9213)
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/43935a14e8d75bf59c251f1de220856a/0003c4c6-d00c-4faa-9086-0c4fc062221a_rw_1920.png?h=ff6415685bd401560bdb2570857d15e3)
![](https://pro2-bar-s3-cdn-cf2.myportfolio.com/43935a14e8d75bf59c251f1de220856a/dbe029a5-2bfa-4188-aebe-032eb304ad76_rw_1920.png?h=dfdecb5b2cd9b850fc1160b0abdaf075)
![](https://pro2-bar-s3-cdn-cf2.myportfolio.com/43935a14e8d75bf59c251f1de220856a/d0c83a81-0ae9-46e0-bc3b-aab4d52819d9_rw_1920.jpg?h=acfe869eb23baf2dfb7cb41e340e2c61)
Finally, I proposed changes to MUJI's US online store based on the insights gained from my analysis of their current site design, user interviews, and comparative site research. I supported by my findings by conducting user tests between the current design and my proposed designs.
![](https://pro2-bar-s3-cdn-cf.myportfolio.com/43935a14e8d75bf59c251f1de220856a/19470b3e-1c85-4250-975a-c622ad038d67_rw_1920.png?h=a04ab5bba5f9ea7fbebdfc17615275f3)
![](https://pro2-bar-s3-cdn-cf.myportfolio.com/43935a14e8d75bf59c251f1de220856a/1475516d-07ec-4d5a-b989-3196bde478af_rw_1920.png?h=a1178f6379cf950ddfe6c177658c3df7)
![](https://pro2-bar-s3-cdn-cf.myportfolio.com/43935a14e8d75bf59c251f1de220856a/b8f586b8-f824-46a1-8235-8c78c4ff889e_rw_1920.png?h=1dad9c0c8ec704548b476198341a9f8d)
![](https://pro2-bar-s3-cdn-cf4.myportfolio.com/43935a14e8d75bf59c251f1de220856a/f0d68918-b91f-44a4-abf1-a11665cbc924_rw_1920.jpg?h=d1e6a4c725ca04ceda4865eb25526db3)
![](https://pro2-bar-s3-cdn-cf3.myportfolio.com/43935a14e8d75bf59c251f1de220856a/4e1fe670-76cd-4ee1-a513-d99a8bc5982f_rw_1920.png?h=421745d891622c4479b03a8b8e19bd27)
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/43935a14e8d75bf59c251f1de220856a/ca0dd72d-605a-45c7-8fc9-98b4d6581022_rw_1920.png?h=df1e8656a4b1d0536380de0402789ab9)
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/43935a14e8d75bf59c251f1de220856a/09b5493a-95f3-4e23-9721-77871d7c0c85_rw_1920.jpg?h=ce3b9cc0792a38d9e7150383b3f4dfd8)
As a result of my research and design audit, MUJI USA applied my templated redesign to their new site - https://www.muji.us/store/