INTERFACE CASE STUDY
H&M
ZARA
When users visit H&M or Zara's e-shops, can they be directed to the latest collection? Check out our UX comparison's results!
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OVERVIEW
Is the e-shop's profit margin optimised by UX design?
Our case study is based on the job story of a fast fashion customer's situation, motivation and espectation. "When I go to H&M / Zara, I want to be showed to the latest collection, so I can add a few latest trending pieces to my wardrobe."
We have set up a live user test to observe whether a user can move from screen to screen seamlessly to buy an outfit from the latest collection, where the highest profit margin is for any fashion retailer!
The user test has yielded interesting findings and takeaways on the strength of the e-commerce platform's UI/UX and what enhancements may potentially change the game.
UX Research Team
Cora Wan | Disha Shah
Fiona Ho | Victoria You
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FINDINGS
Delicate balance between UX & specific sense of aesthetics
H&M’s interface design has clearly gained upper hand, in terms of getting the specific tasks done in the user test– directing our user to latest collection and facilitate payment seamlessly.
In our user test, the user faced various problems reaching Zara’s latest collection, although the user can make payment effortlessly after eventually locating the latest collection.
Our team found that the main factor affecting Zara’s UX performance is its high fashion, aloof and unique style that adopts miniature text description and no call-to-action banners or buttons. This contrasts to H&M’s friendly, down to earth and common e-commerce platform style.
While H&M provides a seamless user experience, the platform is not without room of improvement. We found that providing add-to-chat function earlier, in the product listing view, can boost sales and enhance user experience significantly!
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SOLUTION
Connect the dots
Having unique, high-fashion aesthetics is, in Zara’s case, important for attracting customers who are willing to pay more for the brand. However, competition for attention span in the digital space is brutal.
Therefore, the solution, we believe, is not to make Zara look like H&M or Gap, but making subtle improvements to drastically improve the user flow and experience such that users can be clearly and directly guided to reach and buy the latest collection.
Our solution sees call-to-action appear on the images in bigger and bolder font, so that users will not miss them. Also, we have designed a "shop now" call-to-action button to connect users to the entire suite of products carried by the model in the image to encourage buying.
In terms of product display, Zara is showing a number of products on a model shot. To improve clarity, our recommended product showcase will include functionalities that users can toggle between model and product views.
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