ZARA, the renowned Spanish fashion retailer, features a distinctively minimalist web design that sets it apart from its counterparts in the industry. As an admirer of ZARA products, I often found myself frustrated with the layout and design of their website. As a personal project, I decided to rethink a more user-centric desktop version of ZARA’s e-commerce site.
PROCESS
Understanding
To start, I initiated a user survey targeting 20 individuals aged between 18 and 35. This survey delved into their habits and preferences, serving as a foundational step in understanding user needs and preferences.
Goals Drawing insights from the research findings, I honed in on three pivotal areas of interaction: navigation, browsing, and search
01.
Organized navigation
Streamlining pathways for effortless exploration.
02.
Easy to browse layout
Enhancing browsing experience for intuitive product discovery.
03.
Customizable search
Optimizing search functionality for efficient access to desired items.
Design
Moodboard Incorporated ZARA's signature black and white as primary brand colors. Complemented these with carefully selected secondary colors to infuse vibrancy and dynamism, catering to the target demographic.
Horizontal navigation Transitioned from a vertical to a horizontal navigation bar to reduce the user learning curve and minimize frustration. Implemented a solid color background beneath the navigation text to enhance readability and ensure accessibility.
Search Enhancement Implemented filtering functionality to enhance user experience and reduce bounce rates. Users can now refine their searches, reducing frustration associated with browsing through numerous items.
Product Page Optimization Designed the product page for optimal viewing and comprehension. Implemented a format that is both familiar to users and facilitates quick and efficient skimming, ensuring seamless browsing experience.
Feature Enhancement: quick save Based on research findings indicating low usage of the "quick view" functionality, I opted to replace it with an "add to list" feature. This change aims to address user behavior patterns, observed through multiple open tabs for later review, by providing a more organized browsing experience.
Location and Language Preferences Recognizing the increasingly globalized nature of our world, I prioritized enabling users to seamlessly update their location and preferred language. This ensures ease of access and personalized experiences, whether users are relocating to a different city or country.
