Constance
About

MUJI passport

A case study done to assess MUJI's CRM efforts, with a UX focus on re-designing MUJI passport, their mobile application.

ROLE

UX Design
Market Research
Prototyping

CLIENT

School Project

TIMELINE

Feb 2023 - Apr 2023

TOOLS

Figma
Optimal Sort

View Mobile App Prototype

00

Overview

the brand

MUJI is a global retail Japanese brand that sells quality products at affordable prices

We conducted a case study to assess their overall CRM efforts through their physical and online channels, including their social media and mobile application.

the app

MUJI passport allows users to collect points, redeem rewards and browse catalogues

My task was to improve user efficiency in completing the above-mentioned tasks whilst integrating new CRM initiatives to further customer loyalty and engagement.

Jump to Outcomes

Double Diamond

For this case study, I will focus on explaining my UX design decisions. For more information on CRM, please reach out to me.

01
DISCOVER

Conducted market research on MUJI's current CRM efforts via:

  • A customer satisfaction audit across 3 different channels: 7 physical MUJI stores, Instagram DMs, and emails
  • A survey with 104 responses
  • A focus group discussion with 5 representative MUJI customers, with tasks given
  • Open card sorting with 15 participants, who have never used MUJI passport
02
DEFINE

Utilised the value loop model to identify UX opportunities

Crafted user stories to reflect target users

03
dEVELOP

Restructured current information architecture & navigation

Translated qualitative and quantitative data into wireframes and prototypes

Usability study with 5 participants

04
DELIVER

Developed final high-fidelity prototypes

01
DISCOVER

Key Findings

UX KEY FINDING #1

Poor visual affordances on loyalty points progression & incentives

  • No clear visual indicators to inform users on current point validity and the maximum points (also known as miles) users can gain
  • FGD participants expressed that home screen looks visually cluttered

UX KEY FINDING #2

Lack of efficiency in finding desired items due to poor discoverability of content

  • FGD participants took an average of 1 min 5 seconds to find where their coupons were
  • A 0% completion rate amongst participants in completing the task to search for a clothing article
  • A 40% completion rate amongst participants in finding their favourited articles

UX KEY FINDING #3

Card sort shows that information can be re-grouped better

  • Based on card sorting data, 100% participants sorted more than 3 items in the original app's hamburger menu to Settings instead
  • 6 main sub-groups revealed: Product Catalogue, Favourites, Article Contents, Notifications, Settings and Miles

Non-UX Key Findings

02
DEFINE

Overall Project Goal

How might we provide users a swift browsing experience, while improving customer conversion and loyalty?

Value Loop Model

After analysing the gathered data, we came up with various business goals and user needs that relate to the mobile app. This allowed me to identify potential design opportunities before I started the app redesign.

User Stories

To better reflect our target users, I crafted 3 user stories to guide our solutions to be meaningful and specific.

01

As a member of the MUJI loyalty program, I want to know how much miles I have and when they expire, so that I can redeem them before expiry.

02

As a member of the MUJI loyalty program, I want to quickly find my vouchers so that I can easily redeem them.

03

As an online shopper, I want to be able to access help easily, and obtain all information on the brand and item so that I am making an informed purchase decision.

Challenge

Based on the above user stories and value loop, I outlined three key design tasks I wanted to complete.

How might we improve user navigation to allow users to find items quickly?

How might we improve the current UI to better inform users about our content?

How might we integrate technologies to provide users with a better service in real-time?

03
Develop

Re-structure

INFORMATION ARCHITECTURE

Delivering an improved, organised structure to welcome new introductions

Aware of the existing problems with the navigation flow, I re-designed parts of the existing IA with new changes* based on the card sort to facilitate a more efficient user navigation.

*New changes:

  • A new screen for Settings, compared to previously hidden in the hamburger menu
  • Information grouping of the Rewards & Miles Progress contents, due to the closely linked relationship between the two

Re-design

PROTOTYPING

Out with the old, in with the new

After producing low-fi wireframes, I designed high-fidelity prototypes with Figma before conducting usability testing with the help of my team members.

MILES & REWARDS

Main Screen

  • New navigation bar with Boarding Pass as main screen
  • Survey data revealed that amongst MUJI passport users, the Top 2 most used elements are miles accumulation & coupon redemption

CATEGORIES, SEARCH & FILTERS

Product Catalogue

CATEGORIES & TOP NEWS

Home Screen

MUJI FRAMEWORK

In-app service agent

  • Users can attain higher service quality with a new service MUJI framework
  • Survey data from 27% survey respondents revealed that a lack of response from a brand could lead to a stop in purchase with the brand entirely

Usability Test

contextual inquiry

5 Participants, 4 Tasks & 1 Interview

A new set of participants were given tasks with our new high-fidelity prototype. Thereafter, a short interview was conducted.

Quantitative data such as time taken and completion rates, alongside qualitative data with likert scale ratings were taken.

Results

Based on the results gathered, I made changes to the design accordingly before delivering our final prototype.

task
result
Finding coupons
Searching for a product
Leaving a review with the new loyalty system
Complaint experience with in-app service agent
result
BEFORE

20% completion rate

1 min 5s

AFTER

100% completion rate

20s

result
BEFORE

0% completion rate

NIL

AFTER

100% completion rate

1 min 2s

INSIGHTS

3 users felt that a search bar can improve the experience

result
BEFORE

4.5 out of 10 satisfaction rating

AFTER

5.8 out of 7 satisfaction rating

INSIGHTS

Users felt that the new loyalty system could be confusing if not explained

result
BEFORE

NIL

AFTER

6.1 out of 7 satisfaction rating

04
deliver

A more efficient way view points and rewards

CHANGES MADE

A new navigation bar that has integrated the newly updated information architecture

UX CONTEXT

Increased clarity, usability & efficiency

BUSINESS CONTEXT

Greater engagement with loyalty program and possible rise with sales

Browsing products at your fingertips

CHANGES MADE

A functional product catalogue with a newly added search bar, alongside filters & categories

UX CONTEXT

Increased accessibility, flexibility & usability

BUSINESS CONTEXT

Boosting current sales and awareness of MUJI on its e-commerce platforms

A smoother transition into a new loyalty program

CHANGES MADE

A help tutorial pop-up for users to understand the newly updated loyalty program scheme

UX CONTEXT

Increased help and documentation & learnability

BUSINESS CONTEXT

Increasing engagement with brand and loyalty program

Providing users a better customer service, in real-time

CHANGES MADE

An in-app service agent

UX CONTEXT

Increased help and documentation

BUSINESS CONTEXT

Creating a stronger support system to tackle complaints and a more positive brand experience

05
TAKEAWAYS

UX & marketing works in tandem - the reality of serving & selling better together

01

Importance of having equal likert scales for a more representative comparison

02

How to properly conduct a customer service audit

03

Striking a balance between a company’s goal and users’ needs is necessary

Replica

© 2023

Made with love and plenty Oatside Chocolate Milk (the best!)