Redesigning the Muji website



Muji is short for Mujirushi Ryohin which translates to “no-brand quality goods”. The essence of Muji’s brand and products lies in their simplicity, flexibility, and modesty to fit different lifestyles and preferences. 

The in-store experience at the moment is far superior to their online shopping experience. How can we make sure the experiences of Muji’s customers are consistent across different platforms, and representative of the brand.


Research and discovery


In the discovery phase of the Muji redesign, I wanted to find out why there was a disconnect between their in-store experience and their online experience. I needed to get to know the company, what type of users shop there and what pain points they were having on the website.

To get to know the company, I did a contextual inquery at the store. The space is very minimal, relaxing, and organized. I researched Muji through their printed material and from their website. I also conducted some interviews to evaluate their current website. An analysis of Muji's competitors was done to evaluate the scope of the redesign.

What I discovered: The website isn't very organized. Too many categories. Categories take up too much real estate on the homepage. Users are welcomed with boxes and have to move throughout the whole space to find what they are looking for. Muji is all about simplicity but their website doesn't reflect that.

Brand Identity Prism

Brand Identity Prism

Mood Board

Mood Board


Information Architecture/Sitemap

User Task Flow

User Task Flow


Early sketches and wireframes


These are some of the earlier sketches to determine the user's flow throughout the website. Once the sketches are laid out, the structure is designed as shown in the wireframes.

A quick prototype was made using I did some user testing with 5 people. Some navigational problems I first ran into was being able to access different categories from the front page. I also had to add bread crumbs so the user will know their location within the store.

Solutions: Minimize the navigation to a bar form. Using the rest of the real estate to showcase beautiful product images. Front page can also include banners for promotions. 



Final prototype


The modular design was inspired by the organizational products Muji sells as well as how they organize their brick and mortar store. The color palette matching the universal neutrality of the Muji brand. The modular design also makes it more responsive across multiple platforms.