Working fulltime as a Senior Retail Assistant at Uniqlo for two and a half years made me wonder why some customers are not using the Uniqlo app to shop even though they have the app installed on their phones. Therefore I really wanted to know what is the issue and to improve the app so as to improve the experience and satisfaction of their users.
In my study, I did two literature reviews, conducted and analyzed surveys and interviews, before coming out with recommendations that could improve the Uniqlo app.
My Learning Process & Thoughts
It was a fulfilling and once-in-a-lifetime task doing a UX Research report on my ex workplace and improving the app that I have viewed and recommended to customers many times, every day for two and a half years. It really took me back to my humble beginnings as a senior retail assistant, wandering the walkways of the store and using the app to perform various tasks for my customers.
Finding an article to do a literature review was definitely the toughest part of my UX research report, as it was going to be the catalyst for whatever my research is going to be about. There were not many articles out there that talk about the Uniqlo app, especially one that is of recent times and reflects the Uniqlo app that it is today.
The Uniqlo app today charts at No.10 in shopping, having over 22,000 ratings in the Apple App Store. It's 4.7 stars out of a maximum of 5, which also makes it an amazing shopping app that customers can use to purchase clothes from, with just a few taps of their fingers. Therefore, it is a really difficult task to recommend and come up with improvements to the app.
The sense of touch was something that I initially did not think of as a contributing factor as to why not many customers are buying through the app, as I thought that many people just preferred to purchase through physical stores.