My problem with ZARA’s User Experience.
Zara’s website misses out the point. Or at least most of it.
There are many purposes a website can have. To sell. To inform. To connect. Regardless of the case, providing an integrated and effortless user experience (UX) can make all the difference when navigating a company’s site.
However, when scrolling through Zara’s website, it is difficult to clearly identify what its main purpose is. Whether that is to showcase the brand’s all too questionable product photography. Convey a cold and editorial image. Or sell some clothes, I’ll never know.
Without a clear CTA, big flashy buttons telling users what to do, or where to click next. Navigating Zara’s website can easily be a headache that can lead to high bounce rates and consequentially, lost of sales.
Dissecting Zara’s Website Design
As a designer and a marketer, I have developed my own criteria to analyze campaigns, visual identities, and yes, websites. It goes as follows:
1 for absolutely terrible. 2 for needs work. 3 for somewhat decent. 4 for room for growth. 5 for actually insane — as in good.
So let’s get started.
Purpose and Message (2/5)
As mentioned earlier. One confusing factor of Zara’s website is its lack of clarity. Although it is visually appealing, as it has a very magazine look, it does not clearly convey the purpose of the site.
Unless you are a returning user, it is very difficult to understand what is the message Zara is trying to communicate. There is no clear indicator of what the brand is trying to sell, or how they want you to feel. However, this problem could be easily fixed by simply adding keywords over the hero images, installing CTAs, or adding banners.
Simplicity and Importance of the User (1.5/5)
Whether or not the user was taken into consideration when designing this website is, well, debatable. Other than a nearly invisible hamburger drop down menu, a thin search bar, or the store’s different product categories listed underneath the logo, there is no other means of accesing more information on the site. This makes it very difficult for inexperienced users, and any first-time visitors to find what they need.
Now, when it comes to simplicity. I do think there is such thing as overly-simplistic design. As the customer journey’s is not highlighted as the user scroll through the site. However, I will give them .5 for having an organized drop down menu with options that are — surprisingly — relevant to consumers.
Design, AI, and Content (4/5)
When it comes to design and content, I have mixed feelings. It works really well at showcasing Zara’s overall brand image and aesthetic. It is very sleek, modern, and compared to other sites targeting similar audiences, it gives the appearance of high quality.
Despite that, I still feel like it could be better. Most of the text on the site is very hard to read, making it very inaccessible for different users. However, Zara has redeemed themselves by adding an accessibility button, allowing users to customize the experience to fit the page to meet their needs. In that same order, I do believe that when it comes to individual products, Zara does a good job at laying out all the necessary details about a piece of clothing before pursuing you to buy it. Including size, materials, measurements, and if you make a profile, recommendations on what would fit you best.
The site also includes a chat box with automated answers to some of their customer’s most frequently asked questions. As well as the ability to track your order, fix order incidents such as faulty items or missing packages, and exchange and returns.
Ease of Conversion and Business Objectives (3/5)
Now, is Zara actually converting clients with their not-so-friendly site? Although many users may easily end up bouncing off the site by not being able to easily find what they need. Many may stick around and dig through the page in the search for specific items or inspiration.
However, one must also think about the average Zara user. Many tend to shop after hearing about an specific clothing piece from a social media influencer, seeing them linked on Pinterest, or having a friend recommend them. Likewise, the average Zara consumer most likely trusts Zara as their go-to place for elevated basics, work-wear, going-out tops and dresses. Therefore, many sway through Zara’s editorial-esc approach and directly filter the site to find exactly what they need. Given that, their ease of conversion and meeting business objectives needs work, but overall seems somewhat decent.
The question still remains. Will Zara be able to convert more if they switch to a smoother user experience? Is it possible to make a website accesible and easy-to-use without compromising aesthetics? What do you think?
