Hypothesis and problem statement
We believe that improving information architecture, categorisation, consistency within the system, and also eCommerce standards will achieve higher user satisfaction and reduce abandonment. We'll know this is true from results on usability tests.
Problem Statement: Zara's eCommerce website was designed to have an editorial and minimalistic look. We have observed that the current system is not meeting user goals and expectations, causing confusion, frustration, complaints, and site abandonment. How might we improve the interface so that the users are more successful in finding and purchasing what they want?