Zara Redesign

Usability Analysis, Redesign & A/B Testing

At a Glance

Who

Client

Loughborough University

By

Will Downard

What

Usability & Accessibility analysis, Performance & Satisfaction testing, Biometric data analysis, Website redesign, A/B testing

When

November 2020
2 Weeks worth of work
Conducted during UK C-19 Lockdown

Skip to Redsign Visuals

Brief

I was asked to analyse the Zara UK website by conducting a full usability review in order to create a website redesign focusing on the core website pages that linked to user's top tasks. This website redesign prototype was then A/B tested against the original live Zara site.

Fashion E-commerce Top Tasks

The Zara website has thousands of pages and a review of everything was out of scope of the project length. In order to correctly prioritise focus, 75 students from Loughborough University were surveyed online to identify their top tasks in fashion ecommerce.

Heuristic & Accessibility

Heuristic & Accessibility evaluations based around a 3-task user scenario of using the Zara website to purchase a new jacket were conducted. The scenario was formed from the top tasks.

Heuristic Compliance

Based on the methods developed by Nielsen & Molich, a heuristic evaluation resulted in a clear list of design recommendations, these were then assigned priority levels.

Accessibility Compliance

Using WCAG 2.1, a full level A through to AAA accessibility review of the site was conducted. The redesign recommendations were then sorted via the MoSCoW technique.

Performance

An aspirational competitor of Zara, AYR, was used to conduct a performance evaluation with 15 users in order to highlight areas requiring a systemic redesign.

Task Time

Task Completion

Errors Made

Lostness

A Mann-Whitney U test (one-tailed) revealed no statistically significant difference in Lostness between AYR and Zara.

Satisfaction

Zara was compared against 4 competitor sites; AYR, Cotton Bureau, Pull & Bear, and Supreme in order to assess its satisfaction competitiveness in the market.

SUS Score

Using 75 participants, a remote survey was used to analyse multiple website's SUS score. Zara was conclusively middle of the pack and therefore presented a great opportunity to improve its user experience.

Thematic Analysis

Several think aloud sessions using a 3 task scenario were conducted and transcribed. These transcripts were then processed through thematic analysis to further understanding of Zara's satisfaction.

Biometrics

Biometrics were the final key analysis area of the usability review and played an important part to create data with reduced user input bias.

Scan Paths

Scan path data of using Zara was provided due to remote access limitations to lab equipment. The data was then analysed in terms of attention, direction, and regressive saccades.

Attention Maps

Attention maps were generated using the AI EyeQuant tool, which allowed accurate replication of the initial 10 seconds of visual attention by a human.

Psychology Analysis

A full psychological analysis was conducted against the 5 key psychology principles over the 3 levels of human psychology.

Zara Redesign

Key Usability Issues

  • Extreme lack of dual coding
  • Tangled Interface
  • No product reviews
  • Over-minimalization
  • Overwhelming content & product info styling
  • Overlapping Content
  • Unusable Keyboard Navigation
  • Accessibility Structural Issues

A website redesign of key pages relevant to the user top tasks was created in Adobe XD as an interactive prototype so that it could be feasibly A/B tested against the live Zara site.

Front Pages
Product Searches
Product Pages
Product Details
Responsive Design

A/B Testing

The Adobe XD prototype was compared in A/B testing for both performance and satisfaction using 2 independent groups of 13 and 6 users. Due to the limited number of participants, only large or moderate effect sizes could be accurately diagnosed.

Performance

Task Time

Task Completion

Errors Made

Lostness

A Mann-Whitney U test (one-tailed) revealed no significant difference in lostness between the live site and redesign. However, reviewing the graph shows a clear improvement over the variability of lostness achieved in the redesign.

Satisfaction

Thinking

Doing

Feeling

SUS Score

A Mann-Whitney U test (one-tailed) revealed a statistically significant SUS score between the redesign and the live site. This result allows me to see my redesign as a success in terms of improving the usability of Zara.com.