UX case study of Privé by Zalando website

There is no way you should miss a good deal. oh, seriously, don't be sure! Small reasons cause major effects. I was excited to buy Geox shoes from the Privé by Zalando 's website. I set an alarm and was ready at 7:00 a.m., Quickly finding the perfect pair at an incredible price, three times less than retail.

After I complete my purchase, I found two more affordable items to set with my shoes but realised I'd have to pay shipping again. This additional cost caused friction, and I dropped that purchase.

Privé by Zalando is an exclusive online outlet offering members daily-changing promotions on quality products with savings of up to 75% off the recommended retail price. With limited stock and no fixed catalogue, shipping costs are €4.90 per order.It is possible to combine items from different campaigns in one order.

All of these cause a drop in purchases.

What are Privé by Zalando users saying about their shopping ​experience?

User experience gives us efficient insights about problem areas or sometimes they have good suggestions that we can consider.

We engaged with 4 heavy users and 2 occasional users to gain deeper insights and understand their problems and frustrations.

We structured our questions into three key sections, allowing us to better understand their experiences and pain points.

User quotes help validate user behavior because they provide direct, qualitative evidence of how people interact with a product and what challenges they face.

Instead of just assuming that users have a problem, quotes prove it with real user voices. But how?

By confirming pain points or supporting behavioural patterns.

I leveraged user research insights and business context to form a bridge between observations and actionable recommendations. By synthesising these insights, I identified key opportunities to reduce cart abandonment, and drive more frequent purchases.

I conducted a brainstorming session and generated multiple ideas. I then used the high impact, low effort framework to prioritise solutions that offer the most efficient with minimal complexity.

If Privé by Zalando introduces a "consolidated shipping option" (e.g., allowing users to bundle multiple purchases within a certain time frame for a single shipping fee), shoppers will likely buy more often.

I did interviews with some users to do A/B testing and

The task:

You are shopping for a new pair of Geox shows. You’re specifically looking for the model GEOX – CHICAGO PANT CORE, which costs €56 and black colour, and your shoe size is 38. Please find this pair and add it to your shopping cart.

Wireframe