Zara

Timeline: August - September 2024

Client: School Project

My Role: UX esearch, user flows, wireframing, and prototyping

Problem Statement

Zara shoppers looking for fashionable, high-quality, and affordable clothing have trouble finding items on sale that are within their price range. The lack of clearly marked prices and simple navigation causes confusion and prevents users from purchasing items.

Goal

Increase accessibility of sales to create a streamlined user experience, while keeping the high-end and stylish aesthetics associated with Zara’s brand. 

Competitive Analysis

After comparing multiple competitors side by side, it became clear that there is a significant gap in the market. While Zara is the only site with a beautifully designed homepage meant to give style inspiration,  it also does not have clearly marked prices and it is difficult to find sale items. Competitors H&M and Forever 21 have more clearly marked clothing categories, prices, and sales, but don’t present the cohesive and aesthetic brand presence that Zara does.

Interviews & Learnings

I interviewed target users to understand their frustrations and motivations when shopping for clothing online.

Think about the last time you bought clothing online. What were you looking for, and where did you start? 

Tell me about a time that you felt frustrated or confused while online shopping.

Research Findings

Users want to purchase clothing that is stylish, high-quality, and in their price range, and feel frustrated when sale items cannot be easily found from the website’s homepage. 

Another big frustration is lack of consistency. Users want to know exactly what they are buying, if it will fit, and how much it will cost.

Prototype Highlight 01 - Homepage

Sale section is easily visible in red both in the main navigation and in each drop down menu, as well as one of cards on the homepage. The red makes it easy to see, while staying on brand. 

Prototype Highlight 02 - Homepage 

“It’s hard to see the clothing categories, it feels confusing.” 

Prototype Highlight 03 - Item Details 

Prototype Highlight 04 - Track Price

Users can choose to be notified by email when an item they are interested in goes on sale. 

Learnings

Subtle changes in UX design can make a big difference in the user’s shopping experience and attract a broader range of users, without detracting from the cohesive and aesthetic brand presence.