My role
Responsible for re-designing the information architecture of UNIQLO's category page filters
Result
- Design has been finalised
- Development is set to begin
- Development is set to begin
New responsive filter UI
Problem
- Filter usage less than 2%
- Unfamiliar experience
- Filter attributes not relevant
- Brand using internal terms
- Unfamiliar experience
- Filter attributes not relevant
- Brand using internal terms
Goals
- Match CVR of filters on search pages: > 2%
- More relevant filter attributes by category
- More relevant filter attributes by category
Benchmarking analysis
Benchmarking
- Collate common filter values across similar retailers
Remote user-testing
Closed Card sorting
- 90 users (45 men / 45 women)
- Understand filter content, hierarchy, and grouping
- Understand user mental models
- Understand filter content, hierarchy, and grouping
- Understand user mental models
Usertesting: Card-sorting exercise
Data Matrix
Data matrix shows key insights into user mental models
Data matrix shows key insights into user mental models
Left: Women's data matrix / Right: Men's data matrix
Mapping IA
Used data from research to begin mapping information architecture across different categories
Mapping a new information architecture based on research results
Final IA proposal examples
Left: Example IA for men's trousers page / Right: Example IA for women's dresses page
Thank you for your time.
