Improving Consumer Engagement for Zara Online Shopping
Online shopping platform with millions of online shoppers. Consumer frustrations with navigation and design detrimentally impact consumer engagement in online shopping.
Background
Zara is a Spanish multi-national retail clothing chain. It specializes in fast fashion, and sells clothing, accessories, shoes, beauty products and perfumes.
Goals
-
Evaluate consumer engagement
-
Identify potential pain points
-
Provide design recommendations based on findings
Method
-
Attitudinal and behavioral
-
Qualitative data
-
Interviews & Usability Testing
Finding
​Mismatch between features and users’ expected mental models
-
Unclear navigation for:
-
Menu
-
Categories
-
Filtering
-
-
Ambiguous language for:
-
Filtering
-
Categories
-
Recommendation
-
Adopt industry heuristics for navigation to meet users’ mental models
-
Provide clarity for usability of menu navigation & filter function
-
Combine “size guide” and “find your size”
-
​
​Further research
-
Opportunity to identify users’ desired categories & language
-
A/B testing of recommended design features