Fashion Retailer's App Redesign

Overview

Redesigning the App to Improve User Experience

With the rise of online shopping, seamless digital experiences have become essential. While Zara is a globally recognized fashion retailer, its mobile application lacks popularity among users. I decided to investigate why and enhance its usability while refining my UX design skills.

The Challenge

The goal of this redesign was to improve the app’s user experience, performance, and overall ratings. Through initial research, I identified navigation issues and other usability challenges that could be impacting user satisfaction.

Research & Insights

Step 1: User Research

Browsing user reviews, I identified recurring pain points that hindered the shopping experience:

• Navigation issues – Users struggled to return to product categories after viewing an item.

• Sorting limitations – No option to sort products (e.g., by price or popularity).

• Filtering constraints – Filters were text-based rather than visual (e.g., colors displayed as words instead of swatches).

• Wishlist limitations – No ability to create multiple wishlists.

• Customer concerns – Complaints about misleading size suggestions, lack of delivery time estimates, and inflexible payment options.

From these insights, I defined key areas for improvement.

Step 2: Competitive Analysis

To gain further perspective, I analyzed competing fashion retail apps. My findings highlighted key differentiators that enhance user experience:

• Intuitive navigation – Competitor apps provided seamless category browsing.

• Efficient filtering & sorting – Users could refine selections quickly.

• Multiple wishlists – Many apps allowed users to organize favorite items flexibly.

These observations guided my design decisions for the Zara app.

The Solution

Key Enhancements:

✅ Redesigned navigation – Ensured users could easily return to previous screens without frustration.
✅ Enhanced filtering & sorting – Introduced color swatches, price ranges, material filters, and sorting options.
✅ Wishlist customization – Allowed users to create and manage multiple wishlists.
✅ Thumb Zone Optimization – Considered mobile ergonomics to improve usability for large-screen devices.

Step 1: Thumb Zone Considerations

Given the increasing size of smartphones, I mapped out Thumb Zones to optimize button placement and ensure effortless navigation.

Step 2: Wireframing & Prototyping

Using Figma, I developed low-fidelity wireframes to explore different layouts, prioritizing accessibility and ease of use.

Step 3: UI Design

Maintaining Zara’s minimalist branding, I refined the UI by:

• Keeping the white background and bold black Helvetica typography.

• Simplifying navigation for a cleaner, more intuitive layout.

• Ensuring enhancements felt seamless yet impactful.

Step 4: Before & After UI Comparison

🔹 Before: Users faced challenges with navigation, filtering, and sorting.
🔹 After: A smoother, more intuitive shopping experience with improved functionality.

Conclusion

Through user research, competitive analysis, and iterative design, I successfully reimagined the Zara app experience. This project reinforced the importance of user feedback in UX design, demonstrating how thoughtful refinements can transform an app into a more user-friendly and engaging platform.

➡ Next Steps: Conduct usability testing to validate improvements and refine further based on real user interactions.