Improved Customer Experience for the ZARA Website
This case study was written by Taylor Brady O’ Daly [mentored by Rob McLoughlin]
Overview
While Zara claims to put customers at the centre of their brand, users online have expressed difficulties and issues in the usability of Zara’s site, including some of my friends and co-workers. This prompted me to evaluate Zara’s online presence and find a way to improve their site while working within their established brand and creative direction.
38% of monthly website users access the website on a desktop (Approximately. 24 Million Users).
My Role: UX Designer/UX Researcher
Project length: 4 months
Background
The primary objective of this project is to alleviate user frustration by strategically reducing cognitive overload and enhancing intuitiveness through clear affordances.
- The focus extends to streamlining navigation for a more efficient and satisfactory product discovery and purchasing process.
Target Audience:
- Tech-savvy, fashion-conscious individuals aged 18-55.
- Specifically addressing users unfamiliar with the ZARA website.
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Valentina
Valentina is the founder of UX Tree and a Design Manager at Vhi, with over 10 years of experience in UX. She completed her master's degree in UX at IADT in 2020. Valentina is deeply passionate about mentoring, helping junior designers grow, and is especially keen on strategy and UI design.