Customer experience at the core of UNIQLO’s digital transformation

How can UNIQLO future-proof its business by growing its online business while leveraging its footprint of physical stores?

UNIQLO.com color selector displayed on a smartphone

Mobile First

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.

hand holding a smartphone with UNIQLO.com displayed

Practical Future

A mobile e-commerce site that puts the breadth of UNIQLO's digital services and physical retail within the reach of a customer's thumb.

multiple screens showing UNIQLO.com interface

Shop in 3 clicks

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.

hand holding a smartphone with UNIQLO.com displayed

Rule of thumb

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

Our Role


  • Primary Research
  • Customer Insights
  • Business & Market Intelligence
  • Data Analysis
  • Workshops
  • Product Strategy
  • Retail & Customer Experience
  • Go-to-Market Strategy

Digital Product

  • Product Design
  • User Experience Design
  • Interface Design
  • Customer Journeys
  • Service Design
  • Prototyping
  • User Testing & Optimization
  • Technical Architecture & Planning
  • AI & Machine Learning


  • Naming
  • Brand & Identity Design
  • Tone of Voice
  • Messaging & Content Strategy


  • Ideation Workshops & Sprints
  • Prototyping

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