Zara
Redesigning Zara - Women’s Section
Collaboratively reimagining the Women’s section of the Zara website, to make the website easier to use and visibly appealing to the user.
Through user research, it was found that user’s found several pain points while navigating the Zara website. These pain points were used as a guide when redesigning the website, to better cater to user’s frustration regarding the usability of the website as well as the overall design.
Duration: 6 to 7 weeks
Tools: TeamGantt, Figma
Role: UX/UI Design - Wireframes, Prototypes
Speculative Project
Background
Problem: Online shopping through the Zara website becomes tedious and difficult for users, due to the amount of information presented, how the information is presented, and how the information is navigated.
Solution: Redesigning the Zara website, acknowledging user needs - filtering and renaming categories + using consistent imaging - while maintaining the brand’s identity and message.
Question: How can Zara’s interface be redesigned in order to further improve user’s experience on the site?
USer Research
Why is this problem important?
People have a negative experience browsing the Zara website
While conducting research on a random group of 50 young adults in the United States it was reported that…
58%
found that the Zara website is not easy to navigate
42%
found that the Zara website contained too much information
63%
found that the Zara website lacked consistency
Key Findings
Zara’s website lacks features that would make user’s experience on the website better.
“It’s frustrating there are only certain filters I can apply when browsing through the products”
Solution: Include filters relevant to the product being browsed.
Users find product pictures confusing and misleading.
"Pictures are cool, but I think it’s better to have the models pose normally”
Solution: Keep the brand’s unique minimalist aesthetic, while using simple product cover pictures.
Users get lost from browsing through different categories.
“There’s so many categories I don’t even know which ones I’ve seen or not”
Solution: Keep categories to a minimum number and offer filtering to view different products within the category.
Results + Testing
Usability Testing Method 01: User Survey
Social media platforms were used to test the final prototype. 23 responses were gathered about the website’s redesign.
71%
of users reported that the website was easier to navigate through
85%
of users found images to be accurate and consistent
68%
of users found all information relevant and useful