Technological university Dublin
Course: MSc Digital Marketing
User experience design
User experience analysis of Zara
Table of contents
Introduction .................................................................................................................... 4
1. Zara ........................................................................................................................... 5
1.1 Why Zara?................................................................................................................ 5
2. Understanding the Zara app .................................................................................... 6
- Visibility of system status.............................................................................. 6
- Match between system and the real world ................................................... 7
- User control and freedom ............................................................................. 8
- Consistency and standards ........................................................................... 9
- Error prevention ......................................................................................... 10
- Recognition rather than recall ................................................................... 11
- Flexibility and efficiency of use ................................................................. 12
- Aesthetic and minimalist design ................................................................ 13
- Help users recognize, diagnose, and recover from errors ........................ 14
- Help and documentation ............................................................................ 15
3. Understanding Zara business model .................................................................... 16
3.1 Partners ................................................................................................................. 17
3.2 Activities ............................................................................................................... 17
1
, 3.3 Resources.............................................................................................................. 18
3.4 Value proposition ................................................................................................. 18
3.5 Costs ...................................................................................................................... 18
3.6 Customer Relationships ...................................................................................... 19
3.7 Channels ............................................................................................................... 19
3.8 Customer segments ............................................................................................. 19
3.9 Revenues streams ................................................................................................ 19
4. Understanding the users........................................................................................ 20
User personas ............................................................................................................ 20
Persona 1: Alicia Mendez................................................................................... 20
- Goals achieved through design................................................................... 20
Persona 2: Marcus Keenan ................................................................................ 24
- Goals achieved through design................................................................... 25
5. Zara and competitors ............................................................................................. 28
- Luxurious feeling ........................................................................................ 28
- Find my size feature .................................................................................... 29
- Product layout ............................................................................................. 29
- Store mode feature ..................................................................................... 29
- Delivery options .......................................................................................... 30
6. Future UX challenges ............................................................................................ 31
- Motion design.............................................................................................. 31
- 3D and VR/AR ............................................................................................. 31
- Older users .................................................................................................. 31
- Artificial intelligence .................................................................................. 31
7. Recommendations ................................................................................................. 32
2
, - Inclusion of a sort/filter option .................................................................. 32
- Simplification of actions............................................................................. 32
- Improvement of product selection ............................................................ 32
- Improvement of consistency ...................................................................... 32
References ..................................................................................................................... 33
Table of figures
Figure 1: Zara logo ................................................................................................................................. 5
Figure 2: Zara loading app ................................................................................................................. 6
Figure 3: Zara back arrow ................................................................................................................... 7
Figure 4: Navigation and payment icons ...................................................................................... 8
Figure 5: Zara favourite option ........................................................................................................ 9
Figure 6: Zara products .................................................................................................................... 10
Figure 7: Zara error prevention...................................................................................................... 11
Figure 8: Zara typing suggestions .................................................................................................. 12
Figure 9: Zara products sizes........................................................................................................... 13
Figure 10: Zara app homepage........................................................................................................ 14
Figure 11: Zara recover errors ......................................................................................................... 15
Figure 12: Zara help section .............................................................................................................16
Figure 13: Zara business model canvas......................................................................................... 17
Figure 14: Persona 1............................................................................................................................ 20
Figure 15: Persona 2 ........................................................................................................................... 24
Figure 16: Zara v H&M ...................................................................................................................... 28
Figure 17: H&M and Zara product layout ................................................................................... 29
Figure 18: Zara store mode.............................................................................................................. 30
Figure 19: Zara and H&M delivery options................................................................................ 30
3
, Introduction
Today, consumers value experience more than the product itself, which makes the user
experience an increasingly relevant concept for companies. UX aims to understand how
users interact with a system and to provide positive interactions in order to increase their
loyalty to the brand or product.
The intention of this project is to study the Zara app from the perspective of a user's
experience. An analysis of the app will be conducted by applying the 10 user interface
design heuristics in order to identify its positive and negative aspects. Additionally, the
added value of the app will be examined by studying the business model of the company.
Further, a competitive analysis will be carried out to identify the main differences
between the selected company and its main competitors, aiming to highlight the app's
competitive advantage. Lastly, the future UX challenges the company may face are
discussed along with some recommendations on how the app design can be improved.
4
Course: MSc Digital Marketing
User experience design
User experience analysis of Zara
Table of contents
Introduction .................................................................................................................... 4
1. Zara ........................................................................................................................... 5
1.1 Why Zara?................................................................................................................ 5
2. Understanding the Zara app .................................................................................... 6
- Visibility of system status.............................................................................. 6
- Match between system and the real world ................................................... 7
- User control and freedom ............................................................................. 8
- Consistency and standards ........................................................................... 9
- Error prevention ......................................................................................... 10
- Recognition rather than recall ................................................................... 11
- Flexibility and efficiency of use ................................................................. 12
- Aesthetic and minimalist design ................................................................ 13
- Help users recognize, diagnose, and recover from errors ........................ 14
- Help and documentation ............................................................................ 15
3. Understanding Zara business model .................................................................... 16
3.1 Partners ................................................................................................................. 17
3.2 Activities ............................................................................................................... 17
1
, 3.3 Resources.............................................................................................................. 18
3.4 Value proposition ................................................................................................. 18
3.5 Costs ...................................................................................................................... 18
3.6 Customer Relationships ...................................................................................... 19
3.7 Channels ............................................................................................................... 19
3.8 Customer segments ............................................................................................. 19
3.9 Revenues streams ................................................................................................ 19
4. Understanding the users........................................................................................ 20
User personas ............................................................................................................ 20
Persona 1: Alicia Mendez................................................................................... 20
- Goals achieved through design................................................................... 20
Persona 2: Marcus Keenan ................................................................................ 24
- Goals achieved through design................................................................... 25
5. Zara and competitors ............................................................................................. 28
- Luxurious feeling ........................................................................................ 28
- Find my size feature .................................................................................... 29
- Product layout ............................................................................................. 29
- Store mode feature ..................................................................................... 29
- Delivery options .......................................................................................... 30
6. Future UX challenges ............................................................................................ 31
- Motion design.............................................................................................. 31
- 3D and VR/AR ............................................................................................. 31
- Older users .................................................................................................. 31
- Artificial intelligence .................................................................................. 31
7. Recommendations ................................................................................................. 32
2
, - Inclusion of a sort/filter option .................................................................. 32
- Simplification of actions............................................................................. 32
- Improvement of product selection ............................................................ 32
- Improvement of consistency ...................................................................... 32
References ..................................................................................................................... 33
Table of figures
Figure 1: Zara logo ................................................................................................................................. 5
Figure 2: Zara loading app ................................................................................................................. 6
Figure 3: Zara back arrow ................................................................................................................... 7
Figure 4: Navigation and payment icons ...................................................................................... 8
Figure 5: Zara favourite option ........................................................................................................ 9
Figure 6: Zara products .................................................................................................................... 10
Figure 7: Zara error prevention...................................................................................................... 11
Figure 8: Zara typing suggestions .................................................................................................. 12
Figure 9: Zara products sizes........................................................................................................... 13
Figure 10: Zara app homepage........................................................................................................ 14
Figure 11: Zara recover errors ......................................................................................................... 15
Figure 12: Zara help section .............................................................................................................16
Figure 13: Zara business model canvas......................................................................................... 17
Figure 14: Persona 1............................................................................................................................ 20
Figure 15: Persona 2 ........................................................................................................................... 24
Figure 16: Zara v H&M ...................................................................................................................... 28
Figure 17: H&M and Zara product layout ................................................................................... 29
Figure 18: Zara store mode.............................................................................................................. 30
Figure 19: Zara and H&M delivery options................................................................................ 30
3
, Introduction
Today, consumers value experience more than the product itself, which makes the user
experience an increasingly relevant concept for companies. UX aims to understand how
users interact with a system and to provide positive interactions in order to increase their
loyalty to the brand or product.
The intention of this project is to study the Zara app from the perspective of a user's
experience. An analysis of the app will be conducted by applying the 10 user interface
design heuristics in order to identify its positive and negative aspects. Additionally, the
added value of the app will be examined by studying the business model of the company.
Further, a competitive analysis will be carried out to identify the main differences
between the selected company and its main competitors, aiming to highlight the app's
competitive advantage. Lastly, the future UX challenges the company may face are
discussed along with some recommendations on how the app design can be improved.
4
