Responsive Website

Combining two separate platforms into one fully responsive site across all devices.

My role

- Responsible for leading design on UNIQLO's first responsive site

- Defined MVP requirements to maintain micro CVR's

Results

- Increased mobile CVR by 112%

- Increased desktop CVR by 126.63%
- Increased site speed
- Maintained micro CVR's across the shopping journey
- Simplified content operations for EC team

Live link: https://www.uniqlo.com/uk/en/home/

Left: Responsive Cart page / Right: Responsive header design

Problem

- 2 separate platforms for mobile & desktop
- Duplicate workload for all EC teams
- Performance issues

Goals

- Increase site speed
- Seamless tablet experience
- Maintain micro CVR's across the shopping journey
- Simplify EC operations

Mobile cart page

Desktop cart page

Above: Separate designs for old mobile/desktop pages

Process

- Collate all previous design knowledge
- Define MVP design requirements
- Regular touch points with devs
- Detailed QA documents
- Detailed JIRA tickets