(User Interface Redesign & Usability Testing)
ZARA
Overview
Zara, a global fashion leader in "fast fashion," encountered user experience challenges, including design inconsistencies, cluttered interface, complex navigation, checkout issues, limited filtering, and confusing calls to action. The desktop redesign aims to enhance user experience by addressing these issues and overcoming heuristic violations from the current site.
Background
A comprehensive competitive analysis was conducted to assess Zara's digital presence vis-à-vis competitors H&M and Everlane, identifying strengths, weaknesses, and improvement opportunities. This was complemented by a heuristic evaluation of the Zara website, applying usability principles to identify issues and enhancements. Both analyses informed the user-centered redesign strategy, aligning with industry benchmarks to address challenges effectively.
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Heuristic Evaluation
A heuristic evaluation of the current website highlighted violations of key heuristics listed below in multiple sections throughout the site.
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Aesthetic and minimalistic design.
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Consistency and Standards.
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Visibility of System Status.
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User Control and Freedom.
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Match between System and Real World.
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Error prevention.
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Help and documentation.
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Please refer to the complete heuristic evaluation report for more details:
Click on the link to view full report!
Competitive Analysis
I also conducted a competitive analysis involving Zara, H&M, and Everlane. The evaluation indicated that the current Zara website exhibited poorer and more average performance compared to its counterparts in all aspects.
Please refer to the complete Competitive Analysis report for more details:
Click on the link to view full report!
User Flow
MoodBoard
UI Style Guide
Sketches
Informed by the competitive analysis and heuristic evaluation, I embarked on my initial sketching phase, guided by a user-centered perspective. The user flow, meticulously designed to resonate with our end users' needs, was a direct outcome of these assessments, ensuring a streamlined and intuitive user experience.
Low Fidelity Wireframes
The low-fidelity prototype was crafted using the sketched concepts as a foundation. This stage focused on translating initial design ideas into tangible representations, incorporating essential elements and interactions. By maintaining simplicity and omitting finer details, the low-fidelity prototype allowed for rapid iterations and constructive feedback, setting the stage for refining the user experience in subsequent design stages.
Mid-Fidelity Wireframes
A mid-fidelity prototype was developed to build upon the foundational concepts. This phase involved translating the initial sketches into a more refined representation while introducing a higher level of detail. Core interactions, layout arrangements, and visual elements were enhanced to closely align with the desired user experience. This mid-fidelity prototype, while still omitting some finer aspects, offered a more comprehensive view of the interface's functionality and design direction. It served as a crucial bridge between the low-fidelity stage and the eventual high-fidelity design, allowing for further validation and refinement before proceeding to the final stages of development.
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High-Fidelity Wireframes
The mid-fidelity prototype evolved into a high-fidelity version, involving a comprehensive refinement and reimagining of the design from the mid-fidelity stage. Intricate details were added, including typography, colors, imagery, and precise interactions. This stage marked a realistic representation of the final product, incorporating the enhanced elements while ensuring a seamless user experience.
Next Steps
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The upcoming phase involves conducting usability testing to gather valuable insights from users, which will be used to refine and enhance the design. This iterative process will ensure that user feedback shapes the final product, aligning it more closely with user preferences and needs.
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Additionally, a dedicated focus will be placed on improving accessibility features, ensuring that the design is inclusive and provides a seamless experience for users with diverse abilities and needs.
Thank you for reading my case study!
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