Before
Before
Before
ZARA
Leading in style but lagging in digital experience
My Role
Timeline
Tools
UX Researcher
UI UX Designer
6 months :
Nov 2024 - April 2025
​Google survey
Chat GPT
Optimal Workshop
Figma
Background
Zara is a fashion retail subsidiary of the Spanish multinational fashion design, manufacturing, and retailing group. Zara sells clothing, accessories, beauty products and perfumes. It was established by Amancio Ortega Gaona in 1975.
In September 2010, Zara launched its online boutique. The website began in Jordan.
Online stores began operating in the United States in 2011.
Problem Statement
At present, Zara, a leading global fashion brand and one of the largest retailers worldwide, yet lurks a less glamorous reality: a website that fails to meet the high standards of today’s digital consumer.
In an era where online presence is paramount, Zara’s digital interface has come under scrutiny for its failure to provide an optimal user experience (UX).
Desktop screen in 2024
Desktop screen in 2025
Phone screen in 2024
Phone screen in 2025
Overview
The goal of this project is to enhance customer satisfaction, engagement & conversion rates by improving site structure (information architecture), refining search functionality, and ensuring an inclusive design.
Target Audience
1) Fashion-forward individuals aged 18–40.
2) Tech-savvy users accustomed to intuitive digital experiences.
Design Framework
Empathize
Define
Ideate
Design
Test
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Secondary Research
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Surveys
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User Interview
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Thematic Analysis
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Sentiment Analysis
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Cognitive Analysis
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User Persona
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Empathy Map
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User Journey Map
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Site Mapping
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Tree Testing
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Card Sorting
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Information Architecture
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Lo-fi Wireframes
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High-Fidelity wireframe
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Prototype
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AB Testing
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Usability Testing
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Improvements
My process on the wall
Emphathize
Insights from secondary research
1. Zara's Website Design is a Barrier to Effective Product Discovery
When visiting the Zara website, users expect a straightforward, category-based browsing experience, enabling them to quickly peruse and select products. However, contrary to these expectations, the website layout has oversized, dominating imagery that disrupts the user flow, making it challenging for customers to efficiently locate and understand the full range of Zara's offerings.
One of the most notable issues is the unconventional approach to product display and navigation.
2. Navigational Hurdles Disrupt the Standard E-commerce Flow
​When users select a primary menu item, they are transitioned to a horizontal scroll for the remaining items. This shift from the typical vertical navigation disrupts the expected uniformity and can confuse shoppers who are accustomed to a more standardized navigation structure.
The way secondary navigational items are presented adds another layer of complexity. The cluttered and overwhelming display of options can lead to cognitive overload, making it challenging for users to effectively process and select from the available choices. This design inadvertently complicates, rather than facilitates, the decision-making process.
3. Ineffective Search Functionality Erodes User Confidence
Zara's search functionality suffers from poor UX due to its inconspicuous placement and an algorithm that yields irrelevant results. This leads to user frustration and inefficiency. For instance, a search for specific items like jackets might result in unrelated products like shoes being displayed. This misalignment between the user's search intent and the results not only impedes the shopping experience but also reduces the effectiveness of the search function.
Insights from survey
â—‹ 44.4% reported poor search accuracy.
â—‹ 33.3% faced difficult navigation.
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â—‹ 44.4% abandoned purchases often.
â—‹ 27.8% sometimes abandoned a purchase.
Want to check the full survey? - https://docs.google.com/forms/d/1jGSvgV21y0j1nkgGCzT-mE57hvL4AIOnxXSW60zZXpA/edit#responses
Key Takeaways -
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1. Slow loading speed and poor search accuracy are major issues affecting user experience.
2. Users prefer the website for final purchases but use the app for browsing.
3. Readability concerns with fonts and contrast need to be addressed.
4. The majority of users are infrequent shoppers, and UX issues contribute to purchase abandonment.
5. Competitor websites like Amazon and H&M offer better navigation and filtering.
6. Enhancing product discoverability, UI, and filtering options can significantly improve Zara’s online shopping experience.
Insights from Interviews
60% of users struggle with search & navigation
45% find homepage navigation confusing – category structure & onboarding.
Define
Persona
Empathy Map
Journey Map
Ideate
Site Map
Tree Testing Overview
Objective: To evaluate Zara’s website navigation by testing how easily users can find key products using the existing category structure.
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Method: Tree testing with 15 participants, measuring success rates, misclicks, and time taken to complete tasks.
Tree Testing Analysis
Key Findings:
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• Navigation is confusing for certain product categories, leading to misclicks and abandoned tasks.
• Some category labels are unclear, causing users to take longer paths.
• Search efficiency varies; some sections are well-structured, while others create confusion.
Key Insights & Issues
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1. Navigation Ambiguity (Women’s Sweater – 60% Success Rate)
• Issue: Users were confused between Knitwear and Sweaters, leading to misclicks.
• Path Deviation: Some users searched under Tops > Sweatshirts before finding Sweaters.
• Avg. Clicks: 4.2 clicks, indicating a longer-than-expected path.
• User Frustration: Higher abandonment suggests users gave up due to category confusion.
2. Search & Category Visibility (Men’s Perfume – 87% Success Rate)
• Issue: Some users mistakenly navigated through Clothes instead of Colognes.
• Path Deviation: Users who failed went through Men > Accessories before reaching Colognes.
• Avg. Clicks: 3.1 clicks, relatively efficient, but could be improved with better visibility.
3. Efficient Discovery (Eyebrow Stick – 93% Success Rate)
• Issue: A few users took an indirect route (Women > Beauty > Accessories instead of Makeup> Eyes).
• Avg. Clicks: 2.8 clicks, fastest task completion, suggesting Beauty & Makeup sections are better structured than other categories.
Information Architecture - in process
Design
Low-Fidelity Wireframes
High-Fidelity Wireframes
Prototype for Usability Testing
Desktop protoype
Phone protoype
Test
Usability testing on Laptop
Usability testing on phone
No. of Participants - 3
Age - 25 to 30
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Task 1 - To find a white sweater woman through the search button.
Time taken by 3 Participants - 6 sec, 4 sec, 5 sec.
No. of clicks - 2
Task 2 - To find sweaters for women without using the search button.
Time taken by 3 Participants - 6 sec, 7 sec, 6 sec.
No. of clicks - 4
No extra help was required.
Testing Analysis
Task 1 observations
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The search functionality was quick and efficient. Minimal time and clicks show the search button is well-placed and intuitive.
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No confusion indicates clear labeling and results.
Task 2 observations
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Navigation was quicker compared to the original site.
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The task was completed successfully with no confusion, showing logical site navigation.
Overall Insights
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The search button greatly improves task efficiency, reducing time and clicks.
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Navigation is intuitive, but search remains the faster option.
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Clear labeling and layout contribute to user success without needing external help.
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The homepage looks more like a website & not a magazine.