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What is
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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
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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
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The “No-Brand” Brand
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Visual Identity: Logo, Color
Visual Identity
Identity
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Design
CD Player from MUJI
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Environment: At home, At work, On the go
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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
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What is di ! erent about
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Stationery Products
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Stationery Products
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Stationery Products
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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
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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
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Product Positioning Chart/ Product Price Dot Chart
Pen
$1 $10 $25
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Understanding
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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
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The “No-Brand” Brand
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Yuki
" Age 25, Married
" Product manager at Google
" Mountain View, CA
" MS in Software Engineering,CMU
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“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.
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Jake
" Age 32, Single
" Lead designer at Apix FashionDesign
" NYC, NY
" MA in Fashion Design, Parsons
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“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.
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Heng
" Age 19, in a relationship
" Undergraduate student atSCAD
" Savannah, GA
" BA in Animation, SCAD
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“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.
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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 : <
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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 : <
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In Engagement Postengagement
Choosecheckoutmethod
Fill Billing &ShippingInformation
ChooseShippingMethod
Fill PaymentInformation
ConrmOrder
Conrmationemail
Receivepackage
Use thenotebook
CheckoutmethodRadio button
“Continue”button in lastsection
“Continue”button in lastsection
“Continue”button in lastsection
“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 : <
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What if the opportunitylies not in MUJI’s products
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“Now I have a much better understanding of MUJI,
a brand that I’ve never heard of.”
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The “No-Brand” Brand
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/3520 asian
all
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Gap between current customer segmentsand potential customers
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Does not know the brand
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Does not know how MUJI products can help them
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Shelf
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Does not know the brand
Use social sharing to attract new customers
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Does not know how MUJI products can help themUser stories with MUJI products to help potential users