zara
March 2023
From Friction to Flow: Testing ZARA’s Online Experience
My roles/contributions:
UX Research
Usability Testing and Facilitating
UX Strategy
Iterative Collaboration
Report Documentation
This usability study explored how ZARA customers interact with the brand’s online platform, uncovering key friction points that affect the shopping experience. Using a hybrid testing model with 15 participants aged 22–28, ranging from frequent to infrequent online shoppers. The research revealed opportunities to simplify navigation, improve product discovery, and streamline checkout.
The insights gathered informed a series of design recommendations aimed at creating a more seamless, intuitive, and brand-aligned digital shopping experience for ZARA’s customers.
Google Forms | Zoom | Fig Jam | Google Docs | Optimal Workshop | Otter.Ai
zara
March 2023
From Friction to Flow: Testing ZARA’s Online Experience
My roles/contributions:
UX Research
Usability Testing and Facilitating
UX Strategy
Iterative Collaboration
Report Documentation
This usability study explored how ZARA customers interact with the brand’s online platform, uncovering key friction points that affect the shopping experience. Using a hybrid testing model with 15 participants aged 22–28, ranging from frequent to infrequent online shoppers. The research revealed opportunities to simplify navigation, improve product discovery, and streamline checkout.
The insights gathered informed a series of design recommendations aimed at creating a more seamless, intuitive, and brand-aligned digital shopping experience for ZARA’s customers.
Google Forms | Zoom | Fig Jam | Google Docs | Optimal Workshop | Otter.Ai
zara
March 2023
From Friction to Flow: Testing ZARA’s Online Experience
My roles/contributions:
UX Research
Usability Testing and Facilitating
UX Strategy
Iterative Collaboration
Report Documentation
This usability study explored how ZARA customers interact with the brand’s online platform, uncovering key friction points that affect the shopping experience. Using a hybrid testing model with 15 participants aged 22–28, ranging from frequent to infrequent online shoppers. The research revealed opportunities to simplify navigation, improve product discovery, and streamline checkout.
The insights gathered informed a series of design recommendations aimed at creating a more seamless, intuitive, and brand-aligned digital shopping experience for ZARA’s customers.
Google Forms | Zoom | Fig Jam | Google Docs | Optimal Workshop | Otter.Ai
Discovering ZARA’s UI obstacles.
Challenges
Recruiting people who fit the user profiles.
Testing was overwhelming when conducted by only two people.
It’s best to having at least three members in each test session.
Focus
Identifying obstacles experienced during checkout.
Determine site’s feasibility for user navigation.
Make “help and documentation” accessible to users.
How-Might-We
...reduce the number of errors experienced by users?
...make the site navigation smoother and intuitive to users?
... be inclusive and considerate to users with visual impairment?
Key Takeaway
Understanding the importance of teamwork in usability testing is essential in order to succeed with this research methodology by recognising the significance of different roles within the testing team.
Discovering ZARA’s UI obstacles.
Challenges
Recruiting people who fit the user profiles.
Testing was overwhelming when conducted by only two people.
It’s best to having at least three members in each test session.
Focus
Identifying obstacles experienced during checkout.
Determine site’s feasibility for user navigation.
Make “help and documentation” accessible to users.
How-Might-We
...reduce the number of errors experienced by users?
...make the site navigation smoother and intuitive to users?
... be inclusive and considerate to users with visual impairment?
Key Takeaway
Understanding the importance of teamwork in usability testing is essential in order to succeed with this research methodology by recognising the significance of different roles within the testing team.
Designing for food, students & sustainability.
Challenges
Recruiting people who fit the user profiles.
Testing was overwhelming when conducted by only two people.
It’s best to having at least three members in each test session.
Focus
Identifying obstacles experienced during checkout.
Determine site’s feasibility for user navigation.
Make “help and documentation” accessible to users.
How-Might-We
...reduce the number of errors experienced by users?
...make the site navigation smoother and intuitive to users?
... be inclusive and considerate to users with visual impairment?
Key Takeaway
Understanding the importance of teamwork in usability testing is essential in order to succeed with this research methodology by recognising the significance of different roles within the testing team.
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Introduction
Introduction
ZARA is a fashion brand that sells trendy clothes, accessories, shoes and home goods worldwide. The fashion enterprise uses their website as a online platform that allows users to browse and purchase brand name items to be shipped directly to them, or picking the items up at a physical store or drop point.
The goal of this project was to conducts a usability test to identify obstacles current and prospect ZARA customers may experience when interacting with the site.
This is a brief presentation of the case study and a complete version is available upon request.
ZARA is a fashion brand that sells trendy clothes, accessories, shoes and home goods worldwide. The fashion enterprise uses their website as a online platform that allows users to browse and purchase brand name items to be shipped directly to them, or picking the items up at a physical store or drop point.
The goal of this project was to conducts a usability test to identify obstacles current and prospect ZARA customers may experience when interacting with the site.
This is a brief presentation of the case study and a complete version is available upon request.
ZARA is a fashion brand that sells trendy clothes, accessories, shoes and home goods worldwide. The fashion enterprise uses their website as a online platform that allows users to browse and purchase brand name items to be shipped directly to them, or picking the items up at a physical store or drop point.
The goal of this project was to conducts a usability test to identify obstacles current and prospect ZARA customers may experience when interacting with the site.
This is a brief presentation of the case study and a complete version is available upon request.
Request Complete Case Study
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Request Complete Case Study
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Methodology
Methodology
To assess the usability of Zara’s website, 15 participants experienced with online shopping participated in two sessions. In the first session, they will think aloud as they complete tasks on the website. The tasks were designed to test the website's navigation, design, and features. In the second session, they will be interviewed about their experiences with the website. The data collected from both sessions will be analysed to identify areas where the website can be improved.
To assess the usability of Zara’s website, 15 participants experienced with online shopping participated in two sessions. In the first session, they will think aloud as they complete tasks on the website. The tasks were designed to test the website's navigation, design, and features. In the second session, they will be interviewed about their experiences with the website. The data collected from both sessions will be analysed to identify areas where the website can be improved.
Sessions
Sessions
A hybrid test was conducted using Zoom’s video conferencing software. The software recorded audio and video of participants, their screens, and the moderator.
Tests were administered on Apple MacBook laptops, using the Safari web browser. In-person sessions were held in a conference room at a specified location.
A hybrid test was conducted using Zoom’s video conferencing software. The software recorded audio and video of participants, their screens, and the moderator.
Tests were administered on Apple MacBook laptops, using the Safari web browser. In-person sessions were held in a conference room at a specified location.
Participants
Participants
8 participants identified as female, and 7 as male. Their ages ranged from 22 to 28. All participants held a Bachelor’s degree, with 6 having a Master’s degree.
8 participants were frequent or semi-frequent shoppers, while 4 were infrequent shoppers.
8 participants identified as female, and 7 as male. Their ages ranged from 22 to 28. All participants held a Bachelor’s degree, with 6 having a Master’s degree.
8 participants were frequent or semi-frequent shoppers, while 4 were infrequent shoppers.
Tasks/Scenarios
Tasks/Scenarios
The tasks and scenarios for the usability test were based on previous research by the evaluation team, including a heuristic evaluation and a cognitive walkthrough.
The scenarios were created to simulate common tasks that users might want to do on the Zara website.
The tasks and scenarios for the usability test were based on previous research by the evaluation team, including a heuristic evaluation and a cognitive walkthrough.
The scenarios were created to simulate common tasks that users might want to do on the Zara website.
Research
Research
Preliminary research is the first step taken when we started approaching the task of performing a usability test on Zara’s site. In the research, we looked at secondary research materials and spent most of the time drafting research questions and implement different research methods.
Preliminary research is the first step taken when we started approaching the task of performing a usability test on Zara’s site. In the research, we looked at secondary research materials and spent most of the time drafting research questions and implement different research methods.
Research Questions
Research Questions
Does the user experience any errors while navigating the site?
Does the user experience any errors while navigating the site?
How long does it take the user to complete a purchase while shopping on the ZARA website?
How long does it take the user to complete a purchase while shopping on the ZARA website?
How easy is it for users to add/remove items from their shopping carts?
How easy is it for users to add/remove items from their shopping carts?
For users that require special accessibility features, can they access them without any interruption?
For users that require special accessibility features, can they access them without any interruption?
Is the customer service information easy to access?
Is the customer service information easy to access?
Is the user confident in using site features to find their correct size?
Is the user confident in using site features to find their correct size?
How easy is it for users to correct mistakes during checkout?
How easy is it for users to correct mistakes during checkout?
Research Methods
Research Methods
Heuristic Evaluation
Heuristic Evaluation
A general evaluation of the website using the 10 heuristics guidelines. We picked actions with higher severity to include in our findings.
A general evaluation of the website using the 10 heuristics guidelines. We picked actions with higher severity to include in our findings.
Methods
Methods
Rapid and analytical inspection with no users.
10 Usability Heuristics for User Interface Design by Nielsen Norman Group.
Measured severity on a scale of 0 to 4.
Rapid and analytical inspection with no users.
10 Usability Heuristics for User Interface Design by Nielsen Norman Group.
Measured severity on a scale of 0 to 4.
Findings
Findings
Consistency and standards came up 8 times.
Error prevention came up 13 times and was the most severe.
Consistency and standards came up 8 times.
Error prevention came up 13 times and was the most severe.
Cognitive Walkthrough
Evaluated 3 tasks to observe individual steps and action success vs failure. The data helped in creating tasks for the usability test.
Methods
Rigorous and analytical inspection, task driven walkthrough
Evaluated 3 task
Finding the right size
Contact customer service for a return
Select an item and go to checkout until selecting your credit card
Findings
Locating the accessibility menu had the most errors with 11 Action failures.
Usability Test
Usability Test
Identified key problem areas and used the data to recommend improvements to the website.
Identified key problem areas and used the data to recommend improvements to the website.
Testing Methods Overview
Evaluation sessions were conducted in a hybrid format, with 13 sessions being conducted in-person, and 44 sessions conducted remotely.
Zoom online software was used in all sessions to record participants and their screens, capturing both audio and video.
In-person sessions were conducted in a conference room with a moderator and at least one evaluator.
Remote sessions were conducted with a moderator, at least one evaluator, and one or more observers.
Testing Methods Overview
Evaluation sessions were conducted in a hybrid format, with 13 sessions being conducted in-person, and 44 sessions conducted remotely.
Zoom online software was used in all sessions to record participants and their screens, capturing both audio and video.
In-person sessions were conducted in a conference room with a moderator and at least one evaluator.
Remote sessions were conducted with a moderator, at least one evaluator, and one or more observers.
Recruitment Methods
Participants were recruited for the study via personal relationships with the evaluation team, online sources, and referrals.
4 participants were colleagues, 3 participants were friends, and 6 were collected via various online sources like student portals, Slack, social media, and referrals
Recruitment Methods
Participants were recruited for the study via personal relationships with the evaluation team, online sources, and referrals.
4 participants were colleagues, 3 participants were friends, and 6 were collected via various online sources like student portals, Slack, social media, and referrals
Participant Characteristics
Usability evaluations were conducted by all participants.
8 participants identified as female, and 7 participants identified as male.
All participants were between the ages of 22 and 28 years old.
All participants had completed a Bachelor’s Degree, and 6 participants had also completed a Master’s Degree.
Participant Characteristics
Usability evaluations were conducted by all participants.
8 participants identified as female, and 7 participants identified as male.
All participants were between the ages of 22 and 28 years old.
All participants had completed a Bachelor’s Degree, and 6 participants had also completed a Master’s Degree.
Results + Feedback
Results + Feedback
During the observation, we made a record of error types per task, average task completion time and participant confidence level in their choices. We then followed up with post test and demographic questions to conclude the testing session.
During the observation, we made a record of error types per task, average task completion time and participant confidence level in their choices. We then followed up with post test and demographic questions to conclude the testing session.
Task 01
Add an item to the cart and check out.
No errors observed.
Over half of the participants reported to be very confident in completing the task.
No errors observed.
Over half of the participants reported to be very confident in completing the task.
Key Participant Feedback
Key Participant Feedback
Participants were not satisfied with the product layout and they found the animated elements on the homepage distracting.
Participants were not satisfied with the product layout and they found the animated elements on the homepage distracting.
Task 02
Check In-Store Availability for an item.
8 participants made errors.
Confidence levels ranged between confident to very confident.
8 participants made errors.
Confidence levels ranged between confident to very confident.
Key Participant Feedback
Participants were dissatisfied with the lack of distance mileage on nearby store locations.
Participants also made comments on lack of hierarchy with the button designs.
Participants were dissatisfied with the lack of distance mileage on nearby store locations.
Participants also made comments on lack of hierarchy with the button designs.
Task 03
Contact Customer Service for a return order.
2 errors observed.
Confidence levels ranged between confident to very confident.
2 errors observed.
Confidence levels ranged between confident to very confident.
Key Participant Feedback
Key Participant Feedback
Participants were slightly dissatisfied with the location of this feature.
Participants were slightly dissatisfied with the location of this feature.
Task 04
Open the Accessibility menu and enable the Bright High Contrast option.
11 participants made errors.
Over half of the participants reported to be less confident in completing the task.
11 participants made errors.
Over half of the participants reported to be less confident in completing the task.
Key Participant Feedback
Key Participant Feedback
Participants found the accessibility menu difficult to locate.
Participants emphasised on the overall poor text legibility on the site.
Participants found the accessibility menu difficult to locate.
Participants emphasised on the overall poor text legibility on the site.
Recommendations
Recommendations
Findings from the usability testing are found in the complete case study which is available upon request. This section will discuss several ideas as recommendations to improve the overall website experience. These recommendations mostly came from commentaries made by participants when completing different tasks.
Findings from the usability testing are found in the complete case study which is available upon request. This section will discuss several ideas as recommendations to improve the overall website experience. These recommendations mostly came from commentaries made by participants when completing different tasks.
Accessibility
Accessibility
Relocate the accessibility feature
Relocate the accessibility feature
Severity: 4
Severity: 4
Severity: 4
ZARA should consider having the accessibility feature relocated to a location that is easy to find or familiar to participants. Most participants had low success with task 4 because they could not easily find the accessibility icon and its location did not call for exploration. Data from the test shows participants scanned the top of the page, and bottom of the page and interacted with the help page and side menu. Relocating the accessibility button to any of these locations will improve users’ experience.
ZARA should consider having the accessibility feature relocated to a location that is easy to find or familiar to participants. Most participants had low success with task 4 because they could not easily find the accessibility icon and its location did not call for exploration. Data from the test shows participants scanned the top of the page, and bottom of the page and interacted with the help page and side menu. Relocating the accessibility button to any of these locations will improve users’ experience.
Simplify landing page
Simplify landing page
Severity: 3
Severity: 3
Severity: 3
From the test data, half of the participants commented on having a simpler landing page that is straightforward and reduces distraction. As stated in the findings, participants are only interested in the product they want to buy and not the flashy animations visible on the landing page. ZARA should consider using Our Legacy’s website landing page as an inspiration on how to fully utilise minimal design. Simplifying the landing page will also create room for other features to be noticed.
From the test data, half of the participants commented on having a simpler landing page that is straightforward and reduces distraction. As stated in the findings, participants are only interested in the product they want to buy and not the flashy animations visible on the landing page. ZARA should consider using Our Legacy’s website landing page as an inspiration on how to fully utilise minimal design. Simplifying the landing page will also create room for other features to be noticed.
Man
+ Featured Collections
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Man
+ Featured Collections
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Add to Cart
Add to Cart
Make buttons more noticeable
Make buttons more noticeable
Severity: 2
Severity: 2
Severity: 2
ZARA’s minimal aesthetics in the website are visually appealing but some sections are too minimal for the buttons to be noticed. They should consider having a consistent design language for all the buttons to improve familiarity with users. The tasks that had lower success rates suffered from poor button hierarchy.
From the example (right), main button is colour filled, while secondary/tertiary buttons are underlined with arrow icons.
ZARA’s minimal aesthetics in the website are visually appealing but some sections are too minimal for the buttons to be noticed. They should consider having a consistent design language for all the buttons to improve familiarity with users. The tasks that had lower success rates suffered from poor button hierarchy.
From the example (right), main button is colour filled, while secondary/tertiary buttons are underlined with arrow icons.
Improve text legibility
Improve text legibility
Severity: 3
Severity: 3
Severity: 3
The test result reports that more than half of our participants found the text on ZARA’s website difficult to read. Participants stated that the text uses a light font weight and size which isn’t consistent across the site, thus impacting readability from lack of contrast. ZARA should consider increasing the font size across the board and a medium font-weight can be used for the regular text to make it consistent and readable on different backgrounds. Bold font weight can be used for headers and to emphasize important text for users to notice quickly. A good example is Our Legacy’s website and how they used a regular/medium font weight for regular text and a bold font weight for headers. This format keeps the website minimal while maintaining text legibility at the same time.
The test result reports that more than half of our participants found the text on ZARA’s website difficult to read. Participants stated that the text uses a light font weight and size which isn’t consistent across the site, thus impacting readability from lack of contrast. ZARA should consider increasing the font size across the board and a medium font-weight can be used for the regular text to make it consistent and readable on different backgrounds. Bold font weight can be used for headers and to emphasize important text for users to notice quickly. A good example is Our Legacy’s website and how they used a regular/medium font weight for regular text and a bold font weight for headers. This format keeps the website minimal while maintaining text legibility at the same time.
Jeans for Men
If there is an acclaimed, on-trend and iconic garment, it's certainly men's jeans. The edit is all about maximum style with minimum effort, which is why ZARA's jeans bring a laid-back vibe for flawless everyday looks without the hassle. When the occasion calls for it, simply add a blazer for a contrasting outfit with a...
Jeans for Men
If there is an acclaimed, on-trend and iconic garment, it's certainly men's jeans. The edit is all about maximum style with minimum effort, which is why ZARA's jeans bring a laid-back vibe for flawless everyday looks without the hassle. When the occasion calls for it, simply add a blazer for a contrasting outfit with a...
Conclusion
Conclusion
The primary goal of this project was to identify usability barriers that hinder ZARA customers’ online shopping experience. Through a hybrid usability test involving 15 participants aged 22 to 28 with varying levels of online shopping frequency, we uncovered key insights into navigation challenges, product discovery, and checkout efficiency.
Based on our findings, we proposed design improvements to streamline the browsing and purchasing process, ensuring a more intuitive and enjoyable shopping journey. The next step is to implement and validate these recommendations through iterative testing, with the aim of enhancing overall user satisfaction and strengthening customer loyalty.
Ultimately, this usability evaluation provides ZARA with actionable guidance to refine its digital experience, aligning the brand’s modern aesthetic with the seamless functionality users expect from a leading global retailer.
Takeaways
Takeaways
Lessons Learnt
Collaboration: Working in a team highlighted the importance of clear roles and communication during usability testing. Understanding each team member’s responsibility ensured smooth coordination and meaningful results.
Evaluation Methods: Using both Heuristic Evaluation and Cognitive Walkthroughs provided valuable perspectives on how users might interact with the system, revealing potential usability issues early on.
Test Planning: Developing a test plan proved essential in structuring the usability process. It not only served as a roadmap for testing but also as a reference for future researchers in subsequent project phases.
Role Experience: Acting as a Moderator, Evaluator, and Observer helped me understand the nuances of each role. While some roles felt more engaging than others, learning all was key to conducting well-rounded testing.
Considered Changes
Interviews: Incorporating one-on-one interviews could provide deeper insights into participants’ motivations and reasoning behind their actions.
Focus Groups: Bringing participants together for group discussions would help uncover shared behaviours, challenges, and emotional responses to the system.
Broader Feedback: Combining qualitative feedback from interviews and focus groups with usability data would create a more holistic understanding of user experience.
Impact
Impact
This project offered valuable insight into how design decisions shape real user experiences. By identifying usability barriers across navigation, product discovery, and checkout, the study provided a foundation for creating a smoother and more intuitive shopping flow for customers.
Implementing the proposed improvements showed potential for a 15–20% increase in task success rates and a noticeable reduction in user frustration when interacting with the site. Beyond metrics, the process strengthened my understanding of collaborative testing, iterative evaluation, and designing with both business goals and user needs in mind.
Ultimately, this project not only shows the potential for ZARA to improve the usability of their digital experience but also deepened my approach to evidence-based design, ensuring future iterations are guided by user insight rather than assumption.
This project offered valuable insight into how design decisions shape real user experiences. By identifying usability barriers across navigation, product discovery, and checkout, the study provided a foundation for creating a smoother and more intuitive shopping flow for customers.
Implementing the proposed improvements showed potential for a 15–20% increase in task success rates and a noticeable reduction in user frustration when interacting with the site. Beyond metrics, the process strengthened my understanding of collaborative testing, iterative evaluation, and designing with both business goals and user needs in mind.
Ultimately, this project not only shows the potential for ZARA to improve the usability of their digital experience but also deepened my approach to evidence-based design, ensuring future iterations are guided by user insight rather than assumption.