This page presents the research findings I gathered through both primary and secondary research methods.
M Y R O L E :
User Research
D U R A T I O N :
2 weeks
T O O L U S E D :
Google Forms
P L A T F O R M S P O S T E D :
Instagram, Reddit
The goal of this unmoderated survey is to gather insights and feedback from current ZARA customers to inform the redesign of the ZARA desktop website.
For the research process, I prepared a comprehensive set of questions aimed at understanding users' experiences with the ZARA website, particularly focusing on navigation, readability, and accessibility. These questions were organized into a Google Form survey, ensuring they covered key areas such as user pain points, preferences, and suggestions for improvement.
The survey was distributed on social media platforms to reach a diverse audience, gathering valuable feedback from ZARA customers.
About Users:
About ZARA:
Navigation:
Product:
Checkout Process:
Visual Design:
Here are the research findings based on the responses of 23 participants.
I chose Reformation, one of ZARA's direct competitors, to compare ZARA's website with.
Z A R A :
Minimalistic style with limited text
Focus on visual aesthetics
R E F O R M A T I O N :
A great balance between visual elements and text
Focus on products and brand values
→ Both brands follow a minimalistic style. While ZARA focuses on trends and fast fashion, Reformation focuses on value-delivering messages and storytelling.
Z A R A :
Hamburger menu on desktop — simple but may be confusing
Low-contrast and hard-to-read text
R E F O R M A T I O N :
Clear navigation menu bar
→ Reformation’s navigation is more user-friendly and accessible.
Z A R A :
Full-page images — hard to see the full outfit without having to scroll down
Sizes are put under '+' icon (unconventional)
R E F O R M A T I O N :
Clear product details
"Quick add" feature allows users to quickly add products to cart (fewer steps for users result in a quicker path to the desired goal)
→ Zara focuses on visual immersive experiences, while Reformation adds educational value and speaks to environmentally conscious people.
Z A R A :
Product is captured at different angles
"Find your size" feature — personalized shopping experience
R E F O R M A T I O N :
Product is captured at limited angles
No personalized size guide
→ Both brands feature product details very clearly. However, ZARA outperforms Reformation by incorporating a wide range shots of a product and personalized size guide.
Z A R A :
Guest checkout — convenient
Multi-step checkout — clear progression but more clicks/steps may frustrate users which, in turn, increases the rate of cart abandonment
Unconventional CTA (Authorize Payment) — some users may wonder if their order is complete or if there are additional steps beyond authorization
R E F O R M A T I O N :
Guest checkout — convenient
Single-page checkout — faster completion
Conventional CTA (Pay and Place Order) — users are aware that this is the final step in the purchasing process
→ Reformation stands out from ZARA by providing a clearer and more transparent checkout experience
Z A R A :
Designed for visual impact and trend-driven shopping
Distinct brand personality — this may lack usability
R E F O R M A T I O N :
Designed for storytelling and value-driven shopping
Build a strong sense of connection with users — convenient
→ From a UX perspective, Reformation’s focus on navigation, content, and ease of use positions it ahead of ZARA in terms of user-centered design.
To evaluate ZARA's competitive position, I used SWOT Analysis tool to identify its internal strengths, weaknesses, and external opportunities and threats.
1. Brand Reputation: ZARA has a distinct visual identity and has been a leading brand in the fast fashion industry
2. Established customer base: ZARA already has a large and loyal customer base due to its affordable price and trendy product collections
1. Complexity in navigation and interface
2. Limited accessibility: the current site is not
3. Lack of diversity: the current site may not feature a diverse range of models, particularly in terms of body type. This may alienate a portion of the audience
1. Personalization features: personalized greetings, suggested products, etc
2. AI-powered features: virtual fitting room, avatar creation etc
1. Competitor advancements: competitors like Aritzia or H&M may also be improving their online presence, creating a more competitive environment