Zara Redesign

Kristin Watson

AGE

OCCUPATION

Sales Manager

LOCATION

India

LITERACY

High School

Kristin, a 30-year-old Sales Manager from India, delights in online shopping for trendy clothing from the comfort of her home, frequently visiting platforms like H&M. She values user reviews for gauging product quality and sizing, emphasising her fashion-conscious nature as a petite woman. Despite her specific preferences and reliance on brands like Zara, she finds their website navigation cumbersome and suggests a revamp to compete effectively with other brands.

Goals

Enhance online shopping experience by improving website navigation and usability.
Increase confidence in product quality and sizing through reliable user reviews and detailed product information.

Motivations

Desire for a seamless online shopping experience, allowing convenience and accessibility.
Satisfaction derived from finding trendy clothing options that fit Kristin's petite frame.
Trust in user reviews and detailed product descriptions to make informed purchasing decisions.
Eagerness to discover a user-friendly online platform that offers a wide variety of clothing options.

Frustrations

Difficulty navigating Zara's website due to poor usability.
Concerns about purchasing clothing items online that may not meet expectations.
Limited availability of specific sizes for petite women like Kristin.
Inadequate product information on certain online shopping platforms.

Aesthetic-Usability Effect -

A visually appealing design triggers a favorable reaction in individuals' minds, influencing them to perceive the design as more effective and be more accepting of minor usability issues. I made sure to incorporate ZARA's brand colors of black and white, as well as showcase images of stylish clothing with models on the homepage to highlight their fashionable attire and capture user attention.

Goal-Gradient Effect -

The closer users are to completing a task, the faster they work towards reaching it. Therefore, I have revamped Zara's checkout process by implementing progress bars that highlights steps until the order is placed. By providing artificial progress towards a goal, we enhance users' motivation and boost the probability of task completion.

Hick’s Law -

To reduce decision time when response times are crucial, limit choices. Break down intricate tasks into smaller steps to lessen cognitive load. Following this principle, I've consolidated options like overshirts and poloshirts into a single category. Additional filtering options can be provided on the search page after users select a category, mitigating the issue of overwhelming choices.

Jacob’s Law -

Users primarily engage with other websites, indicating a preference for familiarity in navigation. Adhering to this principle, I have redesigned the navigation section of zara.com, positioning it at the top with prominently visible links to enhance user experience. Furthermore, I have revamped the product page by relocating product details from the original left-scrolling option to the right, addressing the confusion in user experience.

Law of Common Region -

Establishing a common region fosters a clear structure, enabling users to swiftly grasp the relationship between various elements and sections. To enhance user experience, I created a common region, namely the navbar, by grouping navigation links, login, and search options. By defining a background behind these elements, I improved the overall user experience.

Law of Similarity -

Elements with similar visual attributes are often perceived as related. It's crucial to differentiate links and navigation systems from regular text elements to maintain clarity. In the current design of zara.com, we observe that headings, text, and links share the same font weight and size, resulting in a poor visual hierarchy and reduced call-to-action effectiveness. Therefore, I have redesigned the layout to address this issue, ensuring a perfect visual hierarchy and improved clarity.