ZARA Case Study

In 2020, everyone was forced to become more reliant on online shopping. It went from being a pleasant convenience, to a modern necessity. Because of this, I had noticed more and more people criticising the ZARA website and app. It had become a common joke to mention their negative experience with it, and I decided I wanted to find out exactly why people were feeling this way, and what the ZARA customers really wanted.

Next, I conducted usability testing. The most frequent negative comments were:

1. The menu is too long, therefore overwhelming
2. The layout can be confusing, columns are inconsistent
3. Images are too large and sometimes are not focused on the product itself

The most frequent positive comments were:

1. Unique, editorial aesthetic
2. It's fairly easy to navigate
3. It is responsive and scales to my phone

1. Coats
2. Blazers and jackets
3. Suits
4. T-Shirts and sweatshirts
5. Shirts and tops
6. Accessories
7. Bags

To tackle the overwhelming slurry of menu options, I asked the users to do some card sorting. I wanted to find out how users would structure the central navigation on ZARA.

The sorting activity led to the following categories. They're simpler and cleaner; with less focus on specificity allowing more room for user error.

1. Tops
2. Coats and jackets
3. Tailoring
4. Accessories

I created a series of user personas to guide the design process. Personas help to define what a user's goals are and what their needs might be:

Finally, I sketched out some low-fidelity prototypes:

After getting feedback on the designs, I developed the most favourable ones into high-fidelity prototypes:

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