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uniqlo.com

I love Uniqlo and think both its retail positioning and [product] offering is refreshing, but how well is this translated online?

I love Uniqlo and think both its retail positioning and [product] offering is refreshing, but how well is this translated online? Its website relaunched in September 2010 and tries hard to depart from ecommerce norms and to drive the Uniqlo identity. Some elements work well, others less so.

A long home page - not bad in its own right - but more than 13 sections for each gender and excessive text makes it all a little archaic. A focus on holistic brand identity with a clearly defined user journey would have worked harder than pushing all the new lines on this page.

Including links to social media is a nice touch but these are drowned in the clutter. By comparison, the architecture of Uniqlo’s categories, product listings and product pages are better executed. Although there is no site search box, the filtered search column on the left is clean and modern, mirroring the offering. Further filters would have been helpful. The image-to-copy ratio is balanced and the user journey made slick with sexy JavaScript.

The checkout design is now multi-page, differing from the previous convoluted one-pager. Apart from the overly strict registration page, I found the checkout flow fairly simple.

Uniqlo’s website seems to put design and brand above user experience, at a cost. If you can get through the home page intact, the rest of the journey, although far from perfect, still delivers that identifiable Uniqlo experience.

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