Zalando: fashion e-commerce

Campaign Design + Art Direction

Background Data
  • ​Zalando online retailer displays an overwhelming 200,000 products onsite. 
  • The e-commerce had 479 million site visits in Q1 of 2016.
  • Receiving 15.6 million orders in that time. ~463 million of visitors did not transact.
  • A campaign lasting 4 weeks, has as estimated 159 million visits.
  • Average 73% visits on mobile (tablet, mobile site, app).
 
Shopping Behaviour Data
  • Shopping cart abandonment is common between 6 - 9pm.
  • Mobile shopping carts are the most abandoned, with an 85.7% ditch rate (2016).
  • Zalando shopping funnel states; womenswear had more clicks within the conversion funnel than menswear, those who converted in menswear had less clicks within the funnel, concluding that decision making is done quicker within menswear.
  • Additionally, men tended to purchase the items shown in the campaign imagery, opposed to a wider mix of items within a women's cart.

 

Goals

Create an organised, functional, inspirational creative campaign page that will reduce consumer overload when customers are shopping and increase retail sales for the quarter.

Design Solution

Creating a well-designed and user-friendly campaign page will help customers identify what content to expect for the campaign and reduce cognitive load whilst shopping, resulting in more sales. Creative solutions: displaying trend categories at the top of the campaign page to filter what they're looking for easier, sectioning areas of the page to help framing content and repeat modules to ease eye-tracking direction. 

Role:

Lead Designer

Team:

Image director, copy writer, web developer, project manager

Responsive modular wireframes to identify imagery content needed on shoot. It was important to upkeep creativity whilst creating modules that can be re-used for future campaigns. 

 

Design Output
  • Responsive design in-line with Zalando’s online shopping interface.
  • All-in-one custom website landing page for mens and womenswear 4 week Summer campaign.
    • Displaying only selected products for the season: inspirational shoot and product imagery in carousel (max of 24).
    • Sticky anchor link top bar in order to navigate through the webpage.
  • Home page hero banner and social media directing customers to the campaign landing page.
  • Web banner master files with a precise layout for all various sizes and a design to fit all 16 language lengths.
  • Ensured all campaign touchpoints were a seamless customer experience for when reaching landing page.
  • To meet Go-Live date and create organised, functional, inspirational creative campaign page.
Overview

Designing onsite presence for Zalando’s SS18 summer campaign for men and women launching across 16 European markets.

Creating a responsive design that is in-line with Zalando’s online shopping interface. The campaign landing page consists of 5 fashion categories for women and 4 fashion categories for men. The design reflects these different categories with the use of block colours, the colours are specifically trend colours from SS18 fashion lines.

Customers are able to explore an all-in-one landing page with a sticky anchor link top bar in order to navigate through the webpage. The campaign executions included creating web banner master files with a precise layout for all various sizes and a design that fit all 16 language lengths.

Challenge: To categorise a large product assortment into a shoppable and easy to navigate landing page. In a short time constraint, modules were designed in order to replicate throughout the page but at the same time stay creative to push season communication for customer engagement.