Insights and How Might We (HMW)
To better organise and keep track of our findings from primary and secondary research, we compiled our main insights. With those in mind, we used How Might We (HMW) to generate solutions that solve real user problems.
The lack of breadcrumbs and visibility of system status leaves users confused as to where they are on the website. The menu and some navigation items are not always visible during navigation.
How might we help users know where they are and find what they need in the website?
Adding multiple units of the same product can only be done on the shopping bag page, not the preview. This adds unnecessary steps to the user.
How might we reduce user steps in some tasks?
The system lacks consistency in nomenclature and eCommerce conventions, so the user has to think more about all the options.
How might we make navigation more consistent and intuitive for the users?
The lack of some filters in specific category pages makes the user work more to find what they need. The category default view requires much more scrolling on the page.
How might we reduce user efforts to find the items they want?
How might we make navigation more seamless for the user?
Considering the level of brand loyalty and evangelists, combined with one of the customer goals, which is to participate and co-create with the brand, Zara could engage users more.
How might we engage users and capitalise more on user-generated content?