My role & responsibilities - Benchmark & UI Design
Timeline - 1 month
Context - The brief for this project was to design an e-commerce. Instead of simply creating a fictitious one, I decided that I would redesign Zara.es.
In this project, I was asked to create an e-commerce and do three visual, detailed wireframes (home, category page, and a product page).
I began this project by first doing analyzing Zara.es's existing site.
Some flaws included:
- Poor information architecture (lack of clarity around category names, important items towards the bottom)
- Visual design (overlapping text, use of colors)
- Business strategy (near to none CTAs, lack of trying to upsell)
After analyzing the current state of Zara.es, I decided to do a benchmark analysis of Zara’s competitors. I analyzed the websites of 25 fashion brands. The two main websites that influenced my design the most were Express and Lululemon.
After having a clear understanding of what needed to be changed on its existing website to knowing what Zara’s competitors were doing, I began to sketch out how I imagined the three pages. After several sketches/iterations, I created the final version in Adobe XD (which can be seen in the video above).
Some of the lessons that I learned from redesigning Zara.es were: 1) balance design and function (one may have a super well designed website, but if people can’t navigate it, it’s doesn’t matter) 2) have call to actions on every screen, 3) the option to “like” or “favorite” clothes is a must for fashion e-commerce today.