ZARA Localized APP Design

SEP 2022 - SEP 2022

Platform

APP

Service

Design Consulting

Domain

Fashion & Retail

Location

China

The leading fast fashion company Zara reached us to design their latest iteration of the APP for the China region.We did market research and provided a report based on our experience of what UI or UX issues global brands will face when getting into the Chinese market and some key points to be aware of. Then we started to design and made a prototype for them to test.

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of the client.

Contribution

Local market research

We did market research to identify some common issues most iternational brands will face when doing localized design in China.
Diagnosis report

Combining the market research and the experience we have, we made a diagnosis report to highlight how will we design or modify from their global version.
Product design

The client provided a brief, goal and global design guideline they want to reach and asked us to translate them into localized design.
Prototype

Since the client wanted to try more interaction on this iteration, we make a working prototype for them to experience, in order to ensure we are on the same page.

Localization

Concise onboarding process

The onboarding process should be concise and easy to understand, otherwise users might give up halfway, and the product should always provide a way to skip it.
WeChat and Alipay

Ali-pay and WeChat are the most popular app in the Chinese market and heavily used by the Chinese customer. So it's quite common to use them as sign up, login and payment method for digital product.
Rating and discount

1. Chinese customers are used to referring others comments or ratings. then decide if they want to proceed the purchasing.
2. Discount is a huge hit with Chinese users because of the culture. So it's important to make the discount information as obvious as possible to catch their eyes.
More info in one page

Chinese characters take up comparatively less space than other language. and they are also used to seeing lots of information upfront and interacting with super apps daily. Thus, more often than not, Chinese apps will contain more information and actions on a screen than any other language apps will.