Redesigning Zara website to improve the IA and better accessibility

Problem statement

The Zara website's current information architecture is confusing, leading to poor user navigation. The hidden Hamburger menu complicates access to primary navigation, and the homepage lacks product showcases, missing key engagement opportunities. Additionally, the awkwardly placed search bar disrupts usability. A comprehensive redesign is needed to create a more intuitive, user-friendly interface that improves navigation, product visibility, and search functionality.

Solution

Redesigning the Zara website with improved information architecture (IA) and accessibility will enhance user experience. Key changes include a more visible Hamburger menu, prominent product displays on the homepage, and a more intuitive search bar placement. These improvements aim to boost user navigation, engagement, and satisfaction, leading to better retention and increased sales. Research methods like competitive analysis and usability testing will validate and address user pain points.

User flow

Usability testing

Carried out two usability tests to gain valuable insights into their perceptions and interactions with our responsive website.

Findings

No product recommendations on the homepage, which lacks the opportunity to explore.
The menu is too confusing.
The hamburger menu is hidden beside the logo which makes it difficult to find.