Timeline
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October - December, 2021
My Role
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Project for GBDA 210 - Intro to User Experience Design
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User experience research
PROBLEM
The Zara applications have now become complicated, inconsistent, and overall confusing
The company is widely considered one of the most popular fast fashion brands in the world, and with the advancement of mobile technology, and increased mobile adoption, I decided it was time to create a high performant, elegant, and intuitive mobile redesign to increase overall user experience.
Functionality
Tertiary navigation, product adoption,
and payment processing will improve
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User’s insist on a quick and effortless interaction with a system.
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Information needs to be findable and easy to navigate.​​
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Respond to a magnitude of user needs, and identifying the core features that a fast fashion company provides is important.
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Reducing unnecessary features, actions, or content within the user interface and instead focusing on primary operations.
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The content is impotent as the brand focuses primarily on showcasing editorials, and segmented collections.
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Instead, the application should focus on displaying the product more efficiently to the consumer. ​
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Flexibility
Depending on the size of preview,
text unintentionally overlaps images
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​The response to user actions needs to be immediate.
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Creating applications needs to be flexible on sequential screen sizes
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​ Without consistent performance, consumers will define negative perceptions of quality.
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Response speed on the Zara application is slow as the system is not responsive on various screen sizes, and for the increased influx of editorial photography.
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Performance can be increased by optimizing media content.
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Learnability
Reduce interaction cost, which is both the mental and physical efforts a user must invest when interacting with a system
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Having too many options with equal perceived hierarchy can cause analysis paralysis and frustration.
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Navigation menus should consist of hierarchies between two to three levels. ​​
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Mobile applications should be designed in a way that is familiar and easy to understand.
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The learning curve should be short and painless.
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Interaction cost increases as the navigation system creates user frustration.
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Reduce interaction cost, which is both the mental and physical efforts a user must invest when interacting with a system.
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Having too many options with equal perceived hierarchy can cause analysis paralysis and frustration.
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Navigation menus should consist of hierarchies between two to three levels. ​​
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Mobile applications should be designed in a way that is familiar and easy to understand.
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The learning curve should be short and painless.
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Interaction cost increases as the navigation system creates user frustration.
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Reduce interaction cost, which is both the mental and physical efforts a user must invest when interacting with a system.
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Competitive Analysis
H&M
Functionality
Learnability
Flexibility
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Effortless interaction
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A more cohesive homepage.
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The core features the homepage
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A visibly denoted search bar, a navigation bar that includes home, sign-up/sign-in, favourites, shopping bag, and tertiary navigation, which provides for secondary features.
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An editorial approach
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More visually stimulating H&M's product page to the average retail consumer.
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A 2 by x product page
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Increasing the size of products
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Allowing users to interact with systematic products effortlessly.
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Reducing interaction cost
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​More familiar experience to retail consumers.
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Identifying the navigation system
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Allowing users to scroll up and down instead of scrolling on the x-axis and y-axis.
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The in-line block displays
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Showcasing the hierarchical base model depicting an extensive list of further sub-categories.
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Design
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Not pushing boundaries in terms of experiment design.
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The efficient system of display
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Flex, aligning items within the center of the mobile application.
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More efficient on a variety of different screen sizes
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Reduction of overlaid text items, images, and other mediums, responsive size.
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Participant sample
Zara is a fast-fashion brand, so targeted users will be comprehensive.
Zara's main target customers are those aged 16 years old to 60 years old adults.
Because of the vast target users, some people may find it difficult to adapt to new technologies like our mobile app.
Scenarios
"What do you do when you put your coat in your cart and find that it's a wrong size?"
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The shopping cart is a core pain point in the app.​
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According to the data from the tests, when those users tried to edit items in their shopping cart, only one in five people (Vivian Long, 16 years old) had no issues changing the size of the cloth.
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Four of the five people clicked on the item to double-check the item, but only pictures popped up
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Four of the five people were expected to edit the item by swiping to the left but it didn't work.
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Two of the five accidentally deleted their merchandise.​
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“The weather has been very cold recently. You are looking for a winter sweater for yourself. What will you do?”
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​The menu is a core problem.
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Four of the five people were stuck on the menu at the very beginning. Although there is one user who found the sweater category, it wasn't the cost she was looking for.
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Menus have a large number of hierarchies that make them complicated.
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Its learnability is very unfriendly to users, especially for the elderly.
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The background color, font style, and upper case & lower case are also problems, especially clear borders are missing.
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The menu interface becomes messy, and the user is too distracted to concentrate.
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Overall
What I'd do differently next time.
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Conduct an in-person usability test. For safety reasons, I have altered the in-person usability testing and conducted usability testing through the contactless application of Microsoft Teams. It was hard to gather participants and set a time through online communications. If Covid-19 gets better, I would love to conduct an in-person usability test!
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Be insight. Since this was my first UX research, my first version of this case study was full of unnecessary text, lacking delivery and insights. Instead, I tried to ask more critical questions and think about scenarios to broaden my ideas with evidential facts and focus on my project's major points. Hence, in the future, I believe focusing more on my insights will improve my storytelling abilities to others.