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Retail Customer Experience

brand

muii swim

retail shop

role

1-1 customer service

product consultant

color stylist

background

Muii Swim, a swimwear brand established in 2016, specializes in patented, high-performance surf bikinis designed specifically for Asian body types. The brand prioritizes safety, comfort, and stability. In 2023, Muii opened its first physical store in Taipei, combining online and offline shopping experiences.


As a product designer with prior retail experience at Muii's original store in Toucheng, I seized the opportunity to contribute to the Taipei store during its initial phase. This case study highlights how I applied UX principles to enhance the customer experience.

Muii Swim 是一家 2016 年創立、以研發專利型衝浪比基尼的泳裝品牌，專以亞洲人的體型為研究對象，打造安全、舒適、穩定的專業機能型衝浪服裝。

2023 年 muii 於台北成立門市之初需要人力支援，因自己多年前曾於頭城創始店擔任過短期銷售員，故趁接案空檔前往門市幫忙。此專案為利用 ux 所學知識去改善顧客體驗的案例分享。

Results

+56%

customer fitting rate

+13%

purchase Conversion Rate

To measure the impact of these improvements, I tracked my personal sales performance during non-peak periods.

Based on weekdays during non-peak period, I can evaluate the effectiveness of my optimization by tracking the weekly purchase conversion rate.

因為每個銷售服務員對該品牌的熟悉度、服務風格及經驗不同，所以會以我個人業績的進步幅度去佐證商品週轉率的增加。
時間設定為非活動檔期且客流量每日差不多的平日做為基準，暑期平日客流量很高，所以可透過每週購買率的變化去觀察是否因為優化而增高。

Problem

Long Wait Times

Long Wait Times

High customer traffic resulted in extended wait times for fitting rooms, leading to overcrowding and reduced customer satisfaction.

顧客等待時間過長、門市體驗不佳

顧客等待時間過長、門市體驗不佳

顧客等待時間過長、門市體驗不佳

門市客流量高，試穿及挑選款式花費時間較長，等待的顧客人數累積越多，造成空間擁擠、商品週轉率低

門市客流量高，試穿及挑選款式花費時間較長，等待的顧客人數累積越多，造成空間擁擠、商品週轉率低

inadequate Staff Training

inadequate Staff Training

Lack of standardized training and SOPs resulted in inconsistent service quality, relying heavily on individual sales associates' abilities.

員工培訓時間不足

員工培訓時間不足

員工培訓時間不足

沒有擬定好的行銷話術跟完整的SOP參考，所以會依靠每位銷售服務人員的口條及臨場反應去與顧客應對

沒有擬定好的行銷話術跟完整的SOP參考，所以會依靠每位銷售服務人員的口條及臨場反應去與顧客應對

Solutions

To enhance the customer service experience, increase product turnover, and drive sales.

  1. Tailored product recommendations based on initial customer conversations.

  2. Provided positive feedback to boost customer confidence during fittings.

  3. Offered styling suggestions, especially for complex patterns.

  4. Implemented a system for collecting and sharing daily feedback to improve knowledge and consistency among staff.

改善顧客服務的體驗讓商品週轉率增加，帶動銷售額的提升

改善顧客服務的體驗讓商品週轉率增加，帶動銷售額的提升

  1. 透過與顧客的初步對談了解需求，篩選少量款式給顧客試穿

  2. 試穿時，依照顧客心理狀態給予正面回饋幫助顧客提升自信

  3. 針對複雜圖樣的花色提供搭配建議

  4. 內部員工培訓優化：對於每日類似的問題進行統整回報，隨時與其他員工更新狀況

  1. 透過與顧客的初步對談了解需求，篩選少量款式給顧客試穿

  2. 試穿時，依照顧客心理狀態給予正面回饋幫助顧客提升自信

  3. 針對複雜圖樣的花色提供搭配建議

  4. 內部員工培訓優化：對於每日類似的問題進行統整回報，隨時與其他員工更新狀況

Challenges and Limitations

Limited Fitting Rooms

Limited Fitting Rooms

The limited number of fitting rooms and the average of 4-6 items tried per customer often resulted in congestion.

試衣間數量的限制

試衣間數量的限制

試衣間數量的限制

僅有兩間試衣間，平均一位客人會試穿 4-6 件款式，須留意空間人潮賭塞

僅有兩間試衣間，平均一位客人會試穿 4-6 件款式，須留意空間人潮賭塞

Limited Staff

Limited Staff

With high customer traffic, the store was often understaffed, leading to long wait times.

服務人力的限制

服務人力的限制

服務人力的限制

客流量高，提供試穿服務的人員 3人為限，平均一人同時服務五組客人

客流量高，提供試穿服務的人員 3人為限，平均一人同時服務五組客人

Real-time Optimization

Real-time Optimization

The need to address negative feedback immediately required a flexible and adaptable approach.

優化的即時性

優化的即時性

優化的即時性

因為是與顧客直接面對面了解需求，所以負面回饋須即時優化

因為是與顧客直接面對面了解需求，所以負面回饋須即時優化

collect feedbacks

These are the most frequent questions and feedback we've heard from customers within a week.


  1. I'm feeling a bit lost with all these options.

  2. I'm looking for something a bit more modest.

  3. I'm a surfer. Is this swimsuit suitable for surfing?

  4. I want something that really pops.

  5. I have a trip coming up this weekend and need a new swimsuit.

  6. Will the color of the swimsuit wash out when it gets wet?

  7. What do you suggest for sunbathing?

以下為門市一週內收到最常見的想法及問題

  1. 我對於這些款式都沒有想法

  2. 我不想太暴露

  3. 我會衝浪，請問安全度夠嗎

  4. 想要視覺效果最好的款式

  5. 我後天就要出國，想來挑泳衣

  6. 泳衣在水中拍攝時，顏色會不會變得不清楚

  7. 有沒有推薦適合曬太陽的

Archetype Analysis

shopping motivations

shopping motivations

  • Pursuing high-quality professional gear

  • Prioritizing product utility and personal style

  • Willing to invest in unique, high-quality products

  • Seeking professional shopping experiences

共同消費動機

共同消費動機

共同消費動機

  • 追求高品質的專業裝備

  • 注重產品的實用性與個人風格

  • 願意為具有獨特性和高品質的產品進行投資

  • 尋求專業服務的購物體驗

Journey mapping

insight

Product Selection Complexity

Product Selection Complexity

  • Overly complex style naming

  • Difficulty understanding product features quickly

  • Uncertainty in color coordination

產品選擇複雜度

產品選擇複雜度

產品選擇複雜度

  • 款式命名過於複雜

  • 難以快速理解產品特色

  • 不知如何搭配適合的花色

Size and Fitting Challenges

Size and Fitting Challenges

  • Insecurity about body contours

  • Lack of professional fitting guidance

尺寸與試穿困境

尺寸與試穿困境

尺寸與試穿困境

  • 對身材曲線的不安全感

  • 缺乏專業fitting建議

Privacy and Psychological Barriers

Privacy and Psychological Barriers

  • Anxiety about changing spaces

  • Fear of external judgments

  • Lack of empathetic, professional service

隱私與心理障礙

隱私與心理障礙

隱私與心理障礙

  • 擔心試衣間環境

  • 害怕他人評論

  • 缺乏專業、同理的服務

Service and Supply Limitations

Service and Supply Limitations

  • Limited in-stock variety

  • High customization costs

  • Lengthy waiting periods

  • Desire for immediate wear solutions

服務與供應限制

服務與供應限制

服務與供應限制

  • 現貨種類有限

  • 客製化成本高昂

  • 等待時間冗長

  • 希望立即解決穿著需求

How Might We
Rapidly Match Customers needs
with Their Ideal Swimwear?

How Might We
Rapidly Match Customers needs with Their Ideal Swimwear?

如何讓顧客可以快速找到自己適合且喜歡的泳衣？

如何讓顧客可以快速找到自己適合且喜歡的泳衣？

主動釐清顧客需求、協助篩選版型

主動釐清顧客需求、協助篩選版型

  1. 有在網路上看過 muii 嗎？要幫你介紹一下嗎？
    → 依照顧客的了解程度斟酌介紹內容

  2. 今天有特別想看哪個款式嗎？
    → 確認顧客是否有特定的目標

  3. 之前有試穿過嗎
    → 了解顧客的試穿經歷 (之前喜好的版型、尺寸)

  4. 會想今天直接帶走嗎？
    → 了解顧客的急迫性，如果有急迫性，會推薦現貨最齊全的版型

  5. 請問會從事水上運動嗎
    →了解穿著需求，從事水上運動會推薦安全度高的版型

  6. 褲子會喜歡包覆度較高的款式或是想嘗試丁字系列的版型呢
    →了解客人對於下身包覆的接受度，如果顧客都沒有想法的話，會提供差異大又是熱銷的兩種款式給顧客試穿

Focusing on Customer Feelings and Building Confidence

  1. Inform customers beforehand that the staff will enter the fitting room to assist them in confirming the fit.

  2. Proactively ask customers if they are comfortable with physical contact.

  3. When customers express anxiety about their body image, provide psychological support and encouragement.

注重顧客感受、幫助顧客建立信心

注重顧客感受、幫助顧客建立信心

  1. 提前說明服務人員會需要進入試衣間協助顧客確認穿著方式

  2. 主動詢問顧客是否接受肢體碰觸

  3. 當顧客出現不滿意個人身形的焦慮情緒時，要給予心理上的支持與鼓勵

Identify customer types by asking the following questions

  1. Inform customers about out-of-stock or limited color options during the fitting process or product introduction.

  2. Provide personalized and non-judgmental styling advice.

  3. Color matching is based on: Customer skin tone / Density of the pattern / Area of the pattern / Saturation / Color scheme / Customer body shape / Swimwear size

緩解顧客的選擇焦慮和減少期待落差

緩解顧客的選擇焦慮和減少期待落差

  1. 缺貨或是花色較少的款式於試穿時或介紹商品時提前告知

  2. 提供個人化、不批判的穿搭建議

  3. 花色搭配會依據: 顧客膚色 / 花色圖案的密集度 / 圖案的面積 / 彩度 / 色系 / 顧客身形 / 泳衣尺寸

Focusing on After-sales Service and Product Care Knowledge

  1. Offer one-time size exchanges if necessary.

  2. In addition to verbal instructions on how to clean and store swimwear, provide a card as a reminder.

注重售後服務及商品收納的知識

注重售後服務及商品收納的知識

  1. 尺寸有問題可以作一次性地更換

  2. 除了口挑說明如何清洗收納泳衣外，也附上卡片避免顧客日後忘記

Reflections

Clarifying Needs and Curating Styles: A Personalized Approach

Throughout the customer journey, we focus on personalized service, helping customers find their perfect products with expert advice and care at every stage.

  • Provide personalized service

  • Help customers find perfect products quickly

  • Offer professional styling advice

  • Create lasting brand loyalty through exceptional care

協助顧客釐清需求、篩選款式：打造個人化購物體驗

協助顧客釐清需求、篩選款式：打造個人化購物體驗

在門市顧客旅程的各個階段，從了解顧客需求、協助試穿、提供穿搭建議到售後服務，每個環節都以顧客為中心。都致力於提供最優質的服務，協助顧客找到最適合自己的商品。

  • 提升顧客滿意度： 提供個人化的服務，讓顧客感受到我們的用心。

  • 縮短決策時間： 協助顧客快速找到適合的商品。

  • 增加銷售轉換率： 透過專業的建議，提升顧客的購買意願。

  • 建立品牌忠誠度： 提供優質的售後服務，讓顧客成為我們的回頭客。

next step

Standardized terminology

Standardized terminology

Use consistent terminology for swimsuit styles.

命名標準化

命名標準化

命名標準化

版型名稱更名，增加名稱辨識度

版型名稱更名，增加名稱辨識度

Inventory management

Inventory management

Focus on producing popular solid colors and patterns in various styles.

存貨管理

存貨管理

存貨管理

針對素色和銷售量高、詢問度高的花色做量產到每個版型上

針對素色和銷售量高、詢問度高的花色做量產到每個版型上

Employee training

Employee training

In addition to daily feedback, incorporate regular training sessions and build a knowledge base.

員工培訓

員工培訓

員工培訓

除了每日問題回報，還可以加入定期培訓、建立知識庫

除了每日問題回報，還可以加入定期培訓、建立知識庫

history revamp

history revamp

history revamp