Zara Website Analysis
This project was created to analyze existing user issues on the Zara website. The analysis aims to identify and offer solutions to various issues found during user research. Once finished researching, I created possible solutions to the user issues that were found.
My Contributions:
Analysis of current website
Conduction of user research studies & methods
Final presentation of materials
Project Findings
Discovery
The following issues, identified from various user research tests, prove the need for rework of the existing Zara website:
Inconsistent content within category pages
Inconsistent navigation link direction
Redundant navigation menu
Non-intuitive need for scrolling on a page
Large media interfering with product purchases
Confusing wording and lack of descriptions
Recommended Solutions
Modify the home page to better direct users
Create a menu with consistent link direction and no redundancy
Change ambiguous and confusing wording to be more understandable to the average user
Add further viewing customizations to decrease the need for scrolling
Transfer critical information out of the Help section and onto corresponding pages
The Process
The process involved a complete company analysis, including a review of its website/app layout as a whole. Based on this, I looked at the possible business, marketing, and user requirements Zara would have. Zara’s online competition was looked at, viewing what strengths, weaknesses, and unique features they offered.
Tools Used: Adobe InDesign, Adobe Illustrator, Microsoft Excel, Zoom, Google Forms, Proven by Users
Competitive Analysis
This competitive analysis focuses on the main strengths and weaknesses of other online retailers similar to Zara.
Persona
This persona is a sample of the multiple personas I made to represent different user groups of the Zara website.
I then created personas with user scenarios to demonstrate the types of users visiting the website. Following these hypothetical personas, I conducted hypothetical user interviews, surveys, diary studies, and card sorting to get a better understanding of their users. All of these studies were analyzed to determine the most critical user issues.
A variety of tools were used during this process, including Proven by Users (a card sorting tool) and Zoom (to meet and record participants). A heuristic evaluation was also conducted to see how well the current website follows the 10 usability heuristics.
The influences that Steven faces in his life.
A scenario Steven would most likely go through on the Zara website.
Usability Test
Finally, I conducted a usability test including 5 tasks specific to the Zara website for actual participants to complete. This test was the most insightful study because of the realistic data that came from observing participants' actions on the live website. The tasks were as follows:
Pretend that you have an event coming up and you would like to know what kinds of formal clothing Zara has. Find a formal clothing item, including its price, available colors, sizing, and the materials it is made of.
You are a new Zara user and you’d like to find out more about the company. Locate information about the company and its accessibility efforts.
You are a TikTok influencer that focuses on affordable and fashion-forward clothing. You want to make a TikTok focusing on Zara, so you decide to check out their account. Locate the Zara TikTok link and list the other social media accounts they have linked.
As a fashionista, you want to look at the various exclusive collections Zara offers. Please describe what LILMCKIMM, Zara SRPLS, and Zara Origins are to the best of your ability.
You were just given a Zara gift card for the holidays and want to figure out how to pay with it. Find information on whether your gift card comes activated or not.
This video depicts an actual screen recording of a participant completing one of the usability test tasks.
After this was completed, I conducted an analysis of the major reoccurring user issues within each study and recommended solutions based on them. The analysis was done on a generic scale, meaning further user research and participants would be used for future studies. Adobe InDesign was used to create the report formatting. Find the full report below.
Zara Website Analysis