muji presentation.pdf

7/22/2019 muji presentation.pdf

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What is



0

1000

2000

3000

4000

5000

6000

7000

8000

1980 1982 1984 1986 1989 1991 1993 1995 1998 2002 2005 2007

History of MUJI: from 40 to 7,000

40

7256

EstablishedClothes

1st store

concept store Tokyo

agship stores

1st oversea storeLondon

MUJICafe

ItaliaSingapore

Korea

New York

Fast-growing corporation



Business Model Canvas

RetailersMoMA Design StoreCentral Department Store

Alshaya

Manufacturers

Logistics

Consultants

Designers

Design

Manufacture

Marketing

People

Product

Brand

No Brand

Quality Goods

Selection ofMaterials

Packaging

Designers, Sales

High quality, good design

The “No Brand” Brand

Mujiers

Interactions

Retail Stores

Parter Stores

Online Store

Mass Market

Design contestsDesign your own t-shirt

MoMA Store

Production

Human Resources

Marketing

Manufacture, transportation, storage

Designers, Sales

Retail Stores

Apps in App Store

Clear business model



The “No-Brand” Brand



Visual Identity: Logo, Color

Visual Identity

Identity



Design

CD Player from MUJI



Environment: At home, At work, On the go



Brand Identity

NO BRAND QUALITY GOODS SELECTION OF MATERIALS PACKAGINGnatural design, simple productsreasonable prices, high qualitycomplement today’s lifestyles

considerable attentionmost suitable raw materialsrecycling unused materials

not to adornhighlight natural colours and shapesconserve resources, reduce waste



What is di ! erent about



Stationery Products



Brand Positioning Chart/ Attribute Star Chart

Affordable Expensive

L ux ur y

B a s i c

L i m i t e d

B r o a d

Durable Weak

Fi



Product Positioning Chart/ Product Price Dot Chart

Pen

Fine

Basic

$29.95

$49.95

$1

$14

$15.95

$2.25

$16

$1.5$1.5

$3.75

$8.95

$14.95

$3.5

$5.95$4.95

$8.95

$5.5

$6.50

$1 $10 $100



Product Positioning Chart/ Product Price Dot Chart

Pen

$1 $10 $25



Understanding



User Researches

Customer Data Analysis Interview

Studied myMUJI, and MUJI event onPinterest for customers to submitphotos of them using MUJI products

56 user submissions

35 has portraits

5 people in different ages, locations,gender, occupation and education

Asked their motivations for buyingMUJI products

Experience of shopping or using MUJI

products



Yuki

" Age 25, Married

" Product manager at Google

" Mountain View, CA

" MS in Software Engineering,CMU



“I love window shopping.”

“I has a box of my childhood collections.”

“I empathize with others.”

Yuki’s parents moved from Japan toSan Francisco when she was 9 yearsold.

When she was young, there’re lots ofMUJI products used in their house.

Beside work, Yuki has a personal blogwhere she posts funny stories aboutworking in a IT rm. But it has notbeen updated for the past monthsince she is on her honeymoon trip.Yep, she just got married.



Jake

" Age 32, Single

" Lead designer at Apix FashionDesign

" NYC, NY

" MA in Fashion Design, Parsons



“Minimalism is my thing.”

“I like designs that are thoughtful.”

“I want to hear the stories behind aproduct.”

Jake used to be a huge party animal,going out to clubs every friday night.But he’s changed somewhat since hisearly 30.

Now he enjoys having brunch withfriends in west village, then take awalk in SoHo.

He enjoys going to MUJI’s SoHostore, to buy some stu # s, or just tobrowse.



Heng

" Age 19, in a relationship

" Undergraduate student atSCAD

" Savannah, GA

" BA in Animation, SCAD



“I can’t afford expensive stuffs.”

“I only buy things that are necessary.”

“Online shopping is so convenient.”

Heng started the undergraduateprogram in animation at SCAD twoyears back.

Beside school, Heng also works as awaiter for a restaurant during theweekend, to make up for his livingexpenses.

In his leisure time, he likes to take awalk by the beach, jots down histhoughts or sketches.



Pre-engagement In Engagement Postengagement

Pen ran outof ink

Walk byMuji SohoStore

Approachstationarysection

Try outdifferent pens

Decide theone to buy

Wait in line forcashier

Pay by creditcard

Use the pen

Muji sign Stationaryproducts

Write onsample paper

Metal materialof this pen

Smell thefragrance;Wait in line.

Swipe creditcard

Use this pento write

Store StationarySection

Pens Pen Fragrancesection; Line;

Cashier Desk Pen

Factory &distribution

Credit cardco.

: < : ) : D : ( : D : ( : D : DJust in time,need to buy apen.

Good numberof products.

Some pens inpackage donot havesamples

Find a desiredpen.

Pleasantfragrance;But line toolong.

Pen is easy towrite.

A sample foreveryproduct.

More cashier;Selfcheckout.

T o u c

h p o i n t

F r o n t

S t a g e

A c t o r

B a c k

S t a g e

A c t o r

H o t S

p o t

E m o t i o n

G a p

O p p o

r t .

S t e p

P h a s

e

E x p .

E x p l a i n e d

Jake’s customer journey of buying a pen at Muji Soho StoreHappy : D Somewhat Happy : ) Neutral : | Somewhat Unhappy : ( Unhappy : <



Preengagement In Engagement

Classesstarted andno notebooks

Go toMuji ushomepage

Go to onlinestore

Stationery >Notebookspage

Quick viewedseveralnotebooks.

Add 2notebooks tocart

View cartpage

Set shippingand tax

Browser urlbar

“Online Store”navigationbutton

“Stationary”popup menu

“Quickview”button

“Add to cart”button

“View Cart”button

“Get AQuote”button

muji.us muji.us/store Notebooksection page

Productcategorypage

“Quick view”popup

Shoppingcart widget

Shoppingcart page

server server server serverfactorydistributor

server server server

: ( : ) : ) : ( : < : | :( : <Simple. Easyto locatestore page.

Clearcategory withvisuals.

Too manyproducts.

Most of themare out ofstock.

No checkoutbutton?

Expensiveshipping w/ofree shipping

Group similarproducts intoone.

ImprovedeliverabilityShow “soldout” clearly

Can checkoutdirectly w/oputting in cart

Add acheckoutbutton

Free shippingfor purchaseover certainamount

T o u c

h p o i n t

F r o n t

S t a g e

A c t o r

B a c k

S t a g e

A c t o r

H o t S

p o t

E m o t i o n

G a p

O p p o

r t .

S t e p

P h a s

e

E x p .

E x p l a i n e d

Heng’s customer journey of purchase a notebook at Muji online 1Happy : D Somewhat Happy : ) Neutral : | Somewhat Unhappy : ( Unhappy : <

http://muji.us/store

http://muji.us/



In Engagement Postengagement

Choosecheckoutmethod

Fill Billing &ShippingInformation

ChooseShippingMethod

Fill PaymentInformation

ConrmOrder

Conrmationemail

Receivepackage

Use thenotebook

CheckoutmethodRadio button

“Continue”button in lastsection




conrmationemail

package Taking noteson thenotebook

Checkoutpage,Checkoutmethod sect

Checkoutpage, Billingsect. andShipping sect

Checkoutpage,shippingmethod sect

Checkoutpage,Payment sect

Checkoutpage, Orderreview sect

gmail.com FedEx staff Notebook

server server server servercredit cardco.

server server FedEx

: | : ) : ( : | : ) : ) : ) : DShippinginformationauto lled

Alreadyselectedshippingmethod

Receivedwithin 4 days.

Notebook iseasy to write.

Rememberpreviousselction

T o u c

h p o i n t

F r o n t

S t a g e

A c t o r

B a c k

S t a g e

A c t o r

H o t S

p o t

E m o t i o n

G a p

O p p o

r t .

S t e p

P h a s

e

E x p .

E x p l a i n e d

Heng’s customer journey of purchase a notebook at Muji online 2Happy : D Somewhat Happy : ) Neutral : | Somewhat Unhappy : ( Unhappy : <

http://gmail.com/



What if the opportunitylies not in MUJI’s products



“Now I have a much better understanding of MUJI,

a brand that I’ve never heard of.”



/3520 asian

all



Gap between current customer segmentsand potential customers



Does not know the brand



Does not know how MUJI products can help them



Shelf



Does not know the brand

Use social sharing to attract new customers



Does not know how MUJI products can help themUser stories with MUJI products to help potential users

muji presentation.pdf

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