Zalando Design Review
Michael Joshua Ramos
Zalando brings head-to-toe fashion and beauty to around 50 million active customers in 25 markets across Europe.
Zalando brings head-to-toe fashion and beauty to around 50 million active customers in 25 markets across Europe.
UX Recommendations
Onboarding
• Offer multiple login options (e.g., email, social media, single sign-on) to cater different user preferences.
• Create a relevant experience by customizing content, especially during the initial app onboarding.
• Delay some customization during initial onboarding to streamline the process. Prioritize essential tasks first, allowing users to explore brand preferences later, ensuring a smoother and more focused onboarding experience.
Visual Design
• Maintain consistency in illustrations across app screens to create a cohesive and familiar user experience. This strengthens brand identity, reduces cognitive load, and helps users navigate the app more intuitively.
• Improve user experience by balancing visual elements and text on a screen. Avoid letting illustrations dominate the space; ensure the message is prominent and clear to avoid confusion and guide users effectively.
• Enhance user experience by pairing visual icons with labels on the order status update screen. Icons alone can be ambiguous; clear labels ensure users understand the status of their orders at a glance.
• Improve discoverability of page arrows by placing them below the carousel rather than placing them on top of the images. This makes navigation clearer and prevents arrows from obscuring content, enhancing the overall user experience.
Zalando places page arrows on top of carousel images, making navigation less discoverable.
Accessibility
• Enhance inclusivity and representation by featuring people of diverse races in product images, such as watches, on your shopping website. This practice ensures a broader range of users can see themselves represented, fostering a more inclusive and relatable shopping experience.
Zalando could improve on inclusivity by showcasing diverse models of various skin colors wearing products like watches, ensuring representation for a broader range of users.
Usability
• Ensure users can confidently choose the right size by offering a tutorial on how to measure themselves when exploring the size guide. This reduces returns, increases satisfaction, and enhances the overall shopping experience.
• Enhance user experience by allowing users to choose the measurement system they’re familiar with, making it easier to find the right size. Cater to a global audience by offering different metrics of measurements for clothes and apparel.
Zalando limits size options to only UK metrics for jeans, which may complicate sizing for users familiar with other measurement systems.
• Improve user experience by providing real-time stock availability for each item size. This helps users avoid frustration by preventing them from selecting sizes that are out of stock, streamlining their shopping process.
• Improve user experience by not only chunking filter options and but also their values. This organization simplifies the filtering process, making it easier for users to narrow down their choices and find products that match their preferences quickly.
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Posted Aug 27, 2024
Conducted an analysis of Zalando's mobile app and its website, identifying key strengths and weaknesses to enhance user experience and site navigation.
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