1. Executive Summary

Executive Summary

Zara is one of the biggest international fashion companies in the world. Zara has expanded from selling just clothes and accessories to home products, which evolved Zara into an overall lifestyle brand. Zara United States’s desktop website is visited 16 million times per month on average, which has seen an a drastic increase during covid-19 in 2020.

Due to the spike in Zara United States’s desktop website version, we assembled a team of three usability experts to conduct a Heuristic Evaluation of the usability of the website using Nielsen’s ten usability principles to collect data and key findings and come up with design reccomendations.

We directed our usability experts to conduct four tasks on the website:

1. Go on the Zara United States desktop website.

2. Navigate to the Women’s Section.

3. Search to filter and find a basic white tshirt.

4. Add it to your shopping cart and buy it.

After the three usability experts completed the above tasks, a total of seven usability problems were identified and six heuristic principles violated. The overall severity had an average of 3 on a scale of 1-4. The three main issues revolved around:

Lack of Consistency Lack of Feedback Lack of Contrast

Therefore, we came up with three design reccomendations to make the user’s shopping journey on Zara’s desktop website easier and smoother from start to finish.

Label and clearly separate sections on homepage with less overpowering images Have a gridded and same size clothing display page for consistency

Improve buttons with feedback features such as a change in color or bolded color