Four insights driving a deeper customer connection

How is our team tailoring the customer experience? Watch Product Design SVP, Anne Pascual’s UXDX presentation on the four core values that are transforming Zalando to be the starting point for fashion, beauty and lifestyle.

What’s the number one goal that drives all we do at Zalando? To bring a personal touch to the online shopping experience. That’s a huge ask, considering the number of active customers on our platform, which, currently at 48 million, could populate a whole country! That’s not to mention our colossal selection of over 1.2 million products.

Still, if the enduring success of physical department stores is anything to go by, a greater size doesn’t have to mean a less personalized experience. It’s how the customer is guided through their journey that counts: a brilliantly curated product selection, a clear layout and signposting, exemplary service, and all the smile-inducing details that make the experience memorable.

“Our vision is to be the starting point for fashion: having customers come to Zalando every time they think [about] fashion, beauty and lifestyle.”

Product Design SVP, Anne Pascual, had this analogy in mind when facing the problem of how to deepen the customer’s connection to Zalando. Considering previous user feedback — describing an “overwhelming,” “conservative” and “distant” impression — Anne’s team began to reimagine Zalando as a vibrant tailored shopping experience.

Starting from customer delight, the Zalando Product Design community is now crafting journeys that are led by storytelling and infused with memorable moments. These include flawless choice, style inspiration and advice, and service that’s second to none. “Our vision is to be the starting point for fashion,” says Anne, “having customers come to Zalando every time they think [about] fashion, beauty and lifestyle.”

Want to know more about how we got here and, most excitingly, where we’re going? In this presentation for UXDX, Anne hones in on the four themes that are currently driving product design innovation at Zalando: “make it your own,” “discover your brands,” “close the circle,” and “get the plus treatment.”