Ella Williams

Ella Williams



Zara 2.0

"Design is not just what it looks and feels like. Design is how it works" - Steve Jobs

A: Summary of Concept Creation from Dissertation to Final Major Project // B: Direction Within Industry

// A: Research conducted for “The Proliferation of Data; Providing Brands Opportunities to Offer a Personalised Experience that Surpasses Consumer Expectations” dissertation, made it clear that Generation Z and Millennial consumers are after a different type of experience from retailers. They desire an innovative, personalised experience that meets their wants and needs. This finding, among others, was analysed in depth and eventually resulted in the conception of ‘Zara 2.0’.

Zara 2.0 is an innovative m-commerce platform that combines artificial intelligence with integrated voice recognition to create a seamless, high-tech, in-store and online consumer experience. Such an experience was made possible through the combination of several key current zeitgeists: personalisation; voice; social; recommendation.

Zara 2.0 has two key features: In-Store and Virtual Me.

In-Store creates a high-tech “hassle-free shopping experience” in Zara’s physical space through:
1) If the consumer cannot find the product they like in the right size, they simply scan the barcode.
2) After selecting the right size, the product is added to their Wish List.
3) Once products are added, they End Request. This will alert a sales associate in the stock room who will bring requested products to changing rooms.
4) Following delivery to the changing room, the consumer receives a notification.

Virtual Me uses five key elements to elevate consumer experience:
1) Me: The consumer creates an Avatar, allowing them to virtually try on products before check-out.
2) Online Wardrobe: Using artificial intelligence combined with Zara stylists, the online wardrobe tracks what you have purchased in-store and online and suggest possible outfit options and new in items. Online Wardrobe also features Voice which allows the consumer to communicate with Zara 2.0.
3) Similar: Consumers can take screenshot or photos of outfits or products which they like, and Zara 2.0 will show a Zara alternative.
4) Social: Consumers are able to share their outfit pictures or products they like to their social media accounts. This feature also contains an option called Zara Social - a feature that creates a sense of community amongst Zara 2.0 users, enabling them to share ways they have styled Zara products and inspire each other creatively.

// B: It was through the creation of Zara 2.0 and the above marketing book that confirmed digital marketing was the career path I wanted to pursue. I particularly enjoyed creating strategies that enabled the completion of set macro/micro-objectives, therefore ensuring Zara 2.0’s success.