What is

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

concept store Tokyo

0 1980 40

1982

1984

1986

1989

1991

1993

1995

1998

2002

2005

2007

History of MUJI: from 40 to 7,000

Clear business model

Retailers
MoMA Design Store ! Central Department Store ! Alshaya

Design

! !

No Brand !

Manufacture Marketing

! ! !

Mujiers

Quality Goods Selection of Materials Packaging

Mass Market

Interactions

Manufacturers

Design contests ! Design your own t-shirt !

! ! ! !

Logistics Consultants Designers People

! !

Retail Stores

Designers, Sales

Product
High quality, good design

Parter Stores
MoMA Store !

Brand
The No Brand Brand

Online Store

Production

Manufacture, transportation, storage !

Retail Stores

Human Resources
Designers, Sales !

Apps in App Store

Marketing

Business Model Canvas!

The No-Brand Brand

Identity

Visual Identity: Logo, Color Visual Identity

Design

CD Player from MUJI

Environment: At home, At work, On the go

NO BRAND QUALITY GOODS

natural design, simple products reasonable prices, high quality complement todays lifestyles

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

What is di!erent about

Stationery Products

Stationery Products

Stationery Products

Luxury Basic

Durable

Weak Affordable Limited Expensive

Broad

Brand Positioning Chart/ Attribute Star Chart!

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

Product Positioning Chart/ Product Price Dot Chart! Pen

$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

Product Positioning Chart/ Product Price Dot Chart! Pen

Understanding

Customer Data Analysis

Interview

Studied myMUJI, and MUJI event on Pinterest for customers to submit photos of them using MUJI products

! ! ! ! ! ! ! ! !

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

! ! ! ! ! ! ! !

56 user submissions

Asked their motivations for buying MUJI products

35 has portraits

Experience of shopping or using MUJI products

User Researches

The No-Brand Brand

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

In Engagement Try out Decide the different pens one to buy

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

Swipe credit card

Use this pen to write

Store

Stationary Section

Fragrance Cashier Desk Pen section; Line;

Ba

Ac St to ag r e

Factory & distribution

Credit card co.

ck

H Em ot S ot po io t n

:<

:)

:D

:(
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

Jakes customer journey of buying a pen at Muji Soho Store

Happy : D Somewhat Happy : ) Neutral : | Somewhat Unhappy : ( Unhappy : <

Ph

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

St

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

Get A Quote button Shopping cart page

muji.us

Product category page server factory distributor

Quick view popup

Shopping cart widget

Ba

Ac St to ag r e

server

server

server

server

server

server

ck

H Em ot S ot po io t n

:(

:)
Simple. Easy to locate store page.

:)

:(

:<
Most of them are out of stock.

:|

:(
No checkout button?

:<
Expensive shipping w/o free shipping Free shipping for purchase over certain amount

Ex Ex pl p. ai ne d

Clear Too many category with products. visuals.

Group similar Improve products into deliverability one. Show sold out clearly

O Ga pp p or t.

Can checkout Add a directly w/o checkout putting in cart button

Hengs customer journey of purchase a notebook at Muji online 1

Happy : D Somewhat Happy : ) Neutral : | Somewhat Unhappy : ( Unhappy : <

Ph

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

Post engagement Receive package Use the notebook

St

ep

To Fr on uc t hp Ac St oi to ag nt r e

Continue button in last section

Continue button in last section

conrmation email

package

Taking notes on the notebook Notebook

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

:(
Already selected shipping method before Remember previous selction

:|

:)

:)

:)

:D

O Ga pp p or t.

Ex Ex pl p. ai ne d

Received Notebook is within 4 days. easy to write.

Hengs customer journey of purchase a notebook at Muji online 2

Happy : D Somewhat Happy : ) Neutral : | Somewhat Unhappy : ( Unhappy : <

What if the opportunity lies not in MUJIs products

Now I have a much better understanding of MUJI,! a brand that Ive never heard of.

The No-Brand Brand

20/35
asian

all

Gap between current customer segments and potential customers

Does not know the brand

Does not know how MUJI products can help them

Shelf

Use social sharing to attract new customers

Does not know the brand

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