How can UNIQLO future-proof its business by growing its online business while leveraging its footprint of physical stores?
While a "mobile first” mentality had become a common practice among consumer brands, UNIQLO's design and business approach hadn’t kept up. They had a ready-made audience, but needed to give them a better experience.
Just as the mobile site uses the “Rule of Thumb,” the desktop site follows the “Three-click Rule”: everything is accessible within three clicks from anywhere on the site.
In ten years, the size of mobile devices has increased by 60% but the approach to e-commerce on mobile devices hasn't evolved.
I&CO devised a navigational design that allowed users to find everything with just one thumb.
Increase in e-commerce YoY after launch