What is Zara?
Zara is a multinational retail clothing chain. It specializes in fast fashion and sells clothing, accessories, shoes, beauty products, and perfumes.
*This is a conceptual project, not affiliated with Zara
Role
UX/UI Design | Research | Testing | Strategy
Why this redesign?
Zara’s website has been regularly criticized for its bad design and poor user experience. The design created barriers to accessibility: Illegible text, low contrasting colors, and flashing videos prevent users from completing their tasks or navigating the site.
What I would like to achieve 🎯
1. Streamline the site navigation and reimagine the info architecture
2. Create a user-friendly design with a clear layout and prominent call-to-actions
3. Ensure text is easy to skim, readable, legible and has clear hierarchy
4. Optimize designs for mobile and other devices
5. Increase intuitiveness so users can navigate and complete tasks quickly
How I tackled it.
1. User interviews
I interviewed 5 users and asked about their previous experience using Zara's site in order to validate assumptions and gain more insight.
2. User journey mapping
I created a user journey map in order to gain more insight on the user's experience with search, navigation, payment processes and the homepage.
3. User flows
Based on the data collected from the interviews and journey mapping, I created ideal user flows that allow users to complete tasks on the site in as few steps as possible.
4. Sketching & wireframing
I gathered inspiration, sketched out solutions for the experience that address the challenges. I then created low-fidelity to high-fidelity wireframes based off the sketches.
5. Usability testing
I facilitated usability tests with 5 participants to uncover problems and opportunities with the new design.
6. Final prototype
With the feedback applied, I finalized a high-fidelity prototype in Figma.
See for yourself 👀
Making an impact.
Findings from the usability testing of the new design:
🌐 Improved Accessibility: Easy to read content and high color contrast.
👩🏻💻 Better User Experience: Intuitive navigation and task completion.
✨ Optimized User Interface: Users found the site more clear and user-friendly.
🖼️ Enhanced Brand Image: Perception of Zara as a user-focused brand.
