Fast-growing corporation
8000 7000 6000 5000 4000 3000 2000 1000
Clothes Established 1st store 1st oversea store London agship stores MUJI Cafe Italia Singapore Korea
7256
New York
0 1980 40
1982
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Design
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No Brand !
Manufacture Marketing
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Mujiers
Mass Market
Interactions
Manufacturers
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Retail Stores
Designers, Sales
Product
High quality, good design
Parter Stores
MoMA Store !
Brand
The No Brand Brand
Online Store
Production
Retail Stores
Human Resources
Designers, Sales !
Marketing
Identity
Design
SELECTION OF MATERIALS
considerable attention most suitable raw materials recycling unused materials
PACKAGING
not to adorn highlight natural colours and shapes conserve resources, reduce waste
Brand Identity
Stationery Products
Stationery Products
Stationery Products
Luxury Basic
Durable
Broad
Fine
$49.95
$29.95 $15.95
$8.95 $8.95 $6.50 $14 $14.95 $5.5 $4.95 $5.95 $3.75 $2.25 $1.5 $1.5 $1 $3.5
$16
Basic
$1
$10
$100
$1.25
$1.5
$3.75
$4.75
$4.95
$6.25
$6.5
$6.75
$3
$6
$7
$8
$9
$9
$12
$13
$3
$12.95
$13.95
$14.95
$18.95
$19.95
$21.95
24.95
$1
$10
$25
Understanding
Interview
Studied myMUJI, and MUJI event on Pinterest for customers to submit photos of them using MUJI products
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56 user submissions
35 has portraits
User Researches
Yuki
" Age 25, Married! " Product manager at Google! " Mountain View, CA! " MS in Software Engineering, CMU
Yukis parents moved from Japan to San Francisco when she was 9 years old. !
When she was young, therere lots of MUJI products used in their house. !
Beside work, Yuki has a personal blog where she posts funny stories about working in a IT rm. But it has not been updated for the past month since she is on her honeymoon trip. Yep, she just got married.
! I love window shopping. ! ! I has a box of my childhood collections. ! ! I empathize with others. !
Jake
" Age 32, Single ! " Lead designer at Apix Fashion Design! " NYC, NY! " MA in Fashion Design, Parsons
Jake used to be a huge party animal, going out to clubs every friday night. But hes changed somewhat since his early 30. !
Now he enjoys having brunch with friends in west village, then take a walk in SoHo. !
! Minimalism is my thing. ! ! I like designs that are thoughtful. ! ! I want to hear the stories behind a product. !
He enjoys going to MUJIs SoHo store, to buy some stu#s, or just to browse.!
Heng
" Age 19, in a relationship! " Undergraduate student at SCAD! " Savannah, GA! " BA in Animation, SCAD
Heng started the undergraduate program in animation at SCAD two years back. !
Beside school, Heng also works as a waiter for a restaurant during the weekend, to make up for his living expenses. !
! I cant afford expensive stuffs. ! ! I only buy things that are necessary. ! ! Online shopping is so convenient. !
In his leisure time, he likes to take a walk by the beach, jots down his thoughts or sketches.!
Ph
as e
Pre-engagement Pen ran out of ink Walk by Muji Soho Store Muji sign Approach stationary section Stationary products
Post engagement Wait in line for Pay by credit Use the pen cashier card
St
ep
To Fr on uc t hp Ac St oi to ag nt r e
Write on Metal material Smell the sample paper of this pen fragrance; Wait in line. Pens Pen
Store
Stationary Section
Ba
Ac St to ag r e
ck
H Em ot S ot po io t n
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:)
:D
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A sample for every product.
:D
:(
Pleasant fragrance; But line too long. More cashier; Self checkout.
:D
:D
Pen is easy to write.
Just in time, Good number Some pens in Find a desired need to buy a of products. package do pen. pen. not have samples
O Ga pp p or t.
Ex Ex pl p. ai ne d
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Pre engagement Classes Go to started and Muji us no notebooks homepage Browser url bar Go to online store Stationery > Notebooks page
as e
In Engagement Quick viewed Add 2 View cart several notebooks to page notebooks. cart Quick viewbutton Add to cart button View Cart button Set shipping and tax
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ep
To Fr on uc t hp Ac St oi to ag nt r e
Online Store Stationary navigation popup menu button muji.us/store Notebook section page
muji.us
Ba
Ac St to ag r e
server
server
server
server
server
server
ck
H Em ot S ot po io t n
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:)
Simple. Easy to locate store page.
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:(
:<
Most of them are out of stock.
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No checkout button?
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Expensive shipping w/o free shipping Free shipping for purchase over certain amount
Ex Ex pl p. ai ne d
Group similar Improve products into deliverability one. Show sold out clearly
O Ga pp p or t.
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as e
In Engagement Choose checkout method Checkout method Radio button Checkout page, Checkout method sect server Fill Billing & Shipping Information Continue button in last section Checkout page, Billing sect. and Shipping sect server Choose Shipping Method Continue button in last section Checkout page, shipping method sect server Fill Payment Information Conrm Order Conrmation email
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ep
To Fr on uc t hp Ac St oi to ag nt r e
conrmation email
package
Checkout Checkout page, page, Order Payment sect review sect server credit card co. server
gmail.com!
FedEx staff
Ba
Ac St to ag r e
server
FedEx
ck
H Em ot S ot po io t n
:|
:)
Shipping information auto lled
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Already selected shipping method before Remember previous selction
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:)
:)
:)
:D
O Ga pp p or t.
Ex Ex pl p. ai ne d
Now I have a much better understanding of MUJI,! a brand that Ive never heard of.
20/35
asian
all
Shelf
User stories with MUJI products to help potential users Does not know how MUJI products can help them