To understand how users actually use the platform, we conducted user interviews and usability tests with 2 customers and users of Zara's website. We asked some context questions, some questions about their habits when using Zara's website or other fashion e-commerces, and then gave them some tasks and we talked about them.
To understand how users actually use the platform, we conducted user interviews and usability tests with 2 customers and users of Zara's website. We asked some context questions, some questions about their habits when using Zara's website or other fashion e-commerces, and then gave them some tasks and we talked about them.
Interview questions
- Which apps or websites do you use most?
- How often do you do online shopping?
- What is your usual process of choosing something to buy on Zara's website? How long does it normally take to make that choice?
- What is your biggest issue in choosing something to buy on Zara's website? How do you usually solve this?
- What other eCommerce websites do you normally use? What do you like or dislike most about them?
User interviews results
- Find a red dress for around R$250 (~ £33 or U$46) that carries your size.
- Add it to your cart twice, like you want one for yourself and one as a gift to someone else.
- Next find a pair of earring that will match (price is up to you).
- Add them to your cart.
- Remove one dress from your cart.
- Checkout.
Usability test results
User interviews results
Usability test results