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Zara Case Study

I'm conducted a case study on the UX of the Zara mobile app to enhance the shopping experience with a focus on
user-friendly design.

Userspots Logo
Zara Mockup
Timeline
2 Months
Role
UX Research, UI Design 
Tools Used
Figma, Figjam, Meets
01 | ABOUT ZARA

Zara is the unicorn of the Inditex group, one of the leading international fashion companies and one of the largest conglomerates in the world.
is the horse.


Zara had sales of 14,129 million euros in 2020, which is why, among other reasons, it is the world's largest
It is among the 150 most valuable brands. Its aim is to deliver inspiring fashion and place the customer at the center of the business model.
Zara builds its entire brand world on 4 core values: beauty, clarity, functionality and sustainability.

02 | CONTEXT

The fashion e-commerce sector, which aims to adapt to emerging trends and meet new expectations, has been one of the most rapidly evolving sectors in the past decade.
 

These changes are driven by shifts in consumer habits as well as the rapid pace of technological advancement. Recently, the demand for online fashion has compelled industry leaders to change their methods of selling to the masses, requiring them to invest all efforts into online presence and e-commerce to continue generating profit and minimize losses. Striving to always stay one step ahead of its competitors, Zara's latest app update received criticism from consumers, who complained about the loss of usability following the redesign of the mobile platform.

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Zara Logo
The Challenge

Design a user experience that meets user needs, helps achieve business goals, and aligns with brand values ​​(beauty, clarity, functionality, and sustainability).

 

Through our research and conversations with users, we discovered that usability of the application worsened with the new version. Users confessed to us that they had to spend too much time and effort to find what they were looking for, whether it was a piece of clothing or certain features within the application. These were the main motivations behind the project.

03 | RESEARCH
Research
Netnography
User Interview
Usability Testing
Benchmark
Ideation
Persona 
Journey Map 
Affinity Map
Design
Userflow
Wireframe
Prototype
Netnography
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Sikayet Var Logo
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User Interview

In this step, 6 different users were interviewed. 3 of the meetings were held via Zoom and 3 of them were held face to face. Each interview lasted an average of 15 minutes.

  • How often do you use the Zara mobile application and for what purposes?

  • Which features do you use most when shopping on the Zara mobile application?

  • Have you had any problems with the products you purchased on the Zara mobile application? Did you get help from customer service? If you have received it, what are your thoughts on the aid process?

  • Can you tell us about your positive or negative experiences while shopping on the Zara mobile app?

  • Can you track orders for your purchases with the Zara mobile application? What are your thoughts about order tracking?

  • Is it easy to check the prices and availability of products in the Zara mobile application? Did you encounter any difficulties in doing this?

  • What do you think about the payment process in the Zara mobile app? Can you pay securely?

Questions
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User Interviews Findings
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Positive Findings

  • The application offers a wide choice in its product range.

  • The application offers practical use by accelerating shopping transactions.

  • The application offers a safe experience in payment transactions.

  • The application provides convenience in order tracking.

  • The application allows users to easily check the size or color options of the products they purchase.

  • The application offers the option to save your favorite products for later purchase by adding them to the cart.

  • The application helps with customer service quickly and effectively.

Negative Findings

  • The app may cause slow or freezing issues for some users.

  • The application may not accurately reflect the actual color or quality of the products.

  • The application may experience delays in delivery times.

  • The application may not correspond to the actual size of the products or may cause wrong size selection.

  • The application may sometimes provide inaccurate or outdated information about stock availability.

  • Some users may find the advertisements or suggestions that users encounter while shopping in the application disturbing.

  • The application may be insufficient to solve some users' problems in terms of customer service.

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Usability Testing
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Aylin 

25 Age

Nurse

Ä°zmir

Scenario:
Scenario of a young female user
  • Aylin is looking for an elegant dress for an upcoming wedding.
  • Zara opens its mobile app and goes into the "dress" category.
  • Thanks to its filtering feature, she determines size, color and style preferences.
  • She adds a dress she likes in the search results to her cart and completes the payment process.
Positive Findings
The filtering feature allows the user to easily find the product they are looking for.
The payment process for the product added to the cart is easy and fast.
The order tracking section allows the user to check where their order is.
Negative Findings
Search results may be insufficient, users may not be able to filter the features they want.
Technical problems that may occur during the payment process may negatively affect the user's shopping experience.
The order tracking section does not allow real-time tracking of the user's order.
Benchmark
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Persona
Persona
Tina

26 Age

Fashion Editor

Ä°stanbul

Story
Tina is a 26-year-old fashionista. She likes to follow fashion trends and always wants to wear trendy pieces. She is currently working as a fashion editor at a high-end fashion magazine. Intensely committed to her work, Tina writes a fashion blog in her spare time and attends fashion events to discover new brands.
Positive Findings
Using the Zara mobile application, she wants to discover the latest fashion pieces, keep up with new trends, and update her wardrobe.
Pain Points
High prices, challenging payment methods, poor interface.
Motivation
She wants to always stay connected to fashion and dedicate time to discovering the latest trends.
User Journey Map
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Affinity Mapping
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04 | Design
Problem Reports
Here are some screenshots from the current app where I identified the main issues.
HOME SCREEN
Mobile App
At the Log In page there is no option to login via Facebook or Google
The Home page only show photos of the models that you need to scroll
Mobile App
SEARCH SCREEN
Mobile App
Unclear categorization
Menu tab and search tab in the tab bar have the same funtions and searching items and categorization
Mobile App
PRODUCT LÄ°ST
Mobile App
There is no sort function although many people use it
The filter button is noticable
Prices are not clearly visible
Shopping Cart
Mobile App
Mobile App
Too big image and too small text
Shopping bag and favorites are in one place
Soo many informations and no indicators
No information about avaliable sizes and colors
Delete button is not noticable
Solutions
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App navigation, layout of the app, filter and poor Ul are some of the main issues and pain points experienced by customers are clear and obvious.

​

By focusing on app navigation and product browsing, you can improve the customer experience and deliver a redesign that focuses on solving problems to help meet user needs and ensure it aligns with the app's core values (beauty, clarity, functionality, and maintainability).
I can provide.

User Flow
Zara Diagram
Wireframe
Zara Wireframe
Zara Wireframe
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Zara Wireframe
Zara Wireframe
Zara Wireframe
Zara Wireframe
HOME SCREEN
Design
Zara Design
Zara Design
Zara Design
SEARCH
PRODUCT LIST
Zara Design
Zara Design
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Zara Design
Zara Design
Zara Design
Zara Mockup
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05 | Learning
I successfully completed an online UX training course and conducted a case study project on the Zara mobile application. Throughout this process, I learned many new concepts and gained hands-on experience. The training covered fundamental concepts such as user research, user experience design, prototyping, and testing.

The case study project on the Zara mobile app provided me with real-world experience and allowed me to enhance my existing skills. I now have a better understanding of user needs and can generate solutions that address these needs effectively. The online UX training was a pivotal moment in my career, and I look forward to applying the knowledge and experience gained from it in future projects.
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