UX/UI Case Study

Zara Website Redesign

UX Research, Ideation, Prototyping, Testing, UI, FE Development

Project Overview

This project is focused on redesigning Zara’s website in order to
enhance the online shopping experience for fashion-forward
millennials. Zara’s current website is filled with a large amount of
collections, seasonal or otherwise. The website is updated every
two weeks with new up to date fashion trends. We found that the
amount of information and the way it is currently displayed is more
difficult to navigate than it should be, discouraging consumers to
from shopping online. The initial goal for their website redesign was
to restructure the navigation to a more modern and minimal layout.
Through personal experience and research, we realized that online
shoppers struggle with trusting companies that don’t have transparent
and realistic images/reviews. We began to think of how we might
also add features to the website that would help Zara customers feel
more confident about their online purchases.


UX Research, UX Designer, UI Designer


Github, Adobe XD, Figma, Miro, G Suite, Trello

February 2021

Our Process


Create a Plan


Zara is one of the biggest international fashion companies
with nearly 3,000 stores in 96 countries. Zara’s brand value is
an estimated $14.7 billion, and the fast fashion retail giant
generated $21.9 billion in sales as of June 27, 2020. Zara
operates its stores and online platforms under four core
values: beauty, clarity, functionality and sustainability.


We intend to redesign the Zara website in a way that makes
the e-commerce experience more intuitive, while
preserving Zara's modern, trend-setting aesthetic. By
improving Zara's online shopping process, we aim to
increase sales and lower the website's bounce rate.


Fashion conscience young people who enjoy
shopping online or in person.

Research Questions

1. Has the pandemic affected the way you shop?

2. What features do you find to be the most valuable
when you shop online?

3. What are some concerns about shopping online?


Research will be collected through user interviews
and heuristic evaluation.

Gathering Insights

Interviewees shared three common desires when it came to online
shopping: a review section, realistic images, and a convenient
shopping process. A review section could build trust in knowing
what to expect before ordering. Realistic images of various body
types create diversity and a connection between the brand and
shoppers. Lastly, being able to find items and purchase them
with ease increases loyalty.

“Reviews are a huge indicator of whether or
not a product is good, reviews build trust.”

“In-store shopping feels more personal.”

“I appreciate images or videos of people
wearing clothes”

User Persona

After compiling and analyzing our data, were able to create our user persona - Kyra Walker. Kyra is a
social media manager in Atlanta. Since the start of the pandemic she’d been working remotely and
shopping fashion statement pieces remotely. She depends on detailed reviews and realistic images
when shopping online, because some well-known fashion brands have disappointed her with
products that were well her expectations.

Competitor Analysis

Modern aesthetic
with very simple
navigation bar.

Product page is clean
and informative when
assisting customers to
find their perfect size.

Energetic & eccentric
website design with
clear call to action

Defining the Problem

We found that Zara’s website is difficult to navigate and excludes key features that create
a personalized shopping experience. We believe that balancing aesthetics and practicality of the
website would provide online-shoppers, like Kyra, wanting a convenient shopping experience.

How might we restructure the navigation and add product features in a way that makes Zara
customers feel confident in their online purchases?

Exploring Features

Based on our interview and analysis, we saw an opportunity to broaden the
appeal to the homescreen, by including sections that showcase collections, and sales.

To promote transparency, we added an extensive reviews section and a variety of
images of each clothing item on various body types.

Modified Homepage with a bold editorial look that features
collections and sales.

Simplified and restructured navigation that is
easy to read and navigate.

Detailed Review Section with body type information,
various reviews, and customer photos

Style Guide

Primary Header

Secondary Header

Color Palette

Sleek and minimalistic while still keeping a high fashion aesthetic. Our colors are neutral,
timeless and could go with any and all collections.


User Feedback & Iteration

Three user tests were performed and the feedback received was overall very warm. The users
felt that the website was fresh, honest and easy on the eyes. We did however receive feedback
regarding the responsiveness of the website. Many users informed us that they primarily shop
on their phones so we ensured that viewing the website on mobile was just as easy and simple
to navigate as desktop.

High Fidelity Prototype



We found that customers preferred the online shopping process to be simple and
intuitive. We set to improve Zara’s website to increase sales from their online
platform by simplifying navigation, homepage/product page layout, and
adding features like detailed reviews to build trust between the company and
it’s consumers. In the future we hope to focus on making returns easy for online
shoppers through a paperless return system. The paperless return system would
utilize QR codes sent to the customer’s email and easily scannable off a phone, all
for free. We would test to see if free returns would be a cost effective way to build
trust with online shoppers.

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