Integrating Image Search for Zalando
UX | UI Designer, Timeline: 4 Weeks
Zalando offers a vast fashion catalog, but users struggle with time-consuming searches and excessive filtering. To simplify product discovery, I introduced an Image Search feature, allowing users to upload photos and find similar products instantly. Integrated into the search bar and product pages, this feature enhances efficiency, engagement, and shopping ease.
The Background:
Finding the right product on Zalando can be overwhelming, with users struggling to refine searches and filter through irrelevant results. Without a visual search option, shoppers often spend too much time searching for specific styles they have seen elsewhere, leading to frustration and potential abandonment of the platform.
The goal was to make product discovery faster, easier, and more intuitive for Zalando users. By integrating an image search feature, we aimed to eliminate the frustration of manual filtering and endless scrolling, allowing users to find similar products effortlessly. This feature also enhances personalization by displaying relevant results based on uploaded images, creating a seamless shopping experience within familiar touchpoints like the search bar and product pages.
Goal:
Problem Statement:
Projected Impact:
Based on user testing and research insights, the image search feature for Zalando is expected to enhance product discovery and user experience by making searches more intuitive and efficient. Usability testing results demonstrated that users found the feature easy to use, faster than traditional search methods, and highly engaging.
With an average ease-of-use rating of 4.6/5, participants effortlessly navigated the image search tool, confirming its intuitive integration within Zalando’s platform.
Research:
Goals
The goal of this research was to explore how users search for fashion products on Zalando, what challenges they face with traditional text-based searches, and how an image search feature could improve their shopping experience. I aimed to identify opportunities to streamline product discovery, ensuring a faster, more intuitive, and visually engaging approach to finding fashion items.
Methodologies
To develop a user-centered solution, I used a mix of qualitative research and usability testing:
User Interviews – I conducted five one-on-one interviews with frequent online shoppers to uncover challenges, behaviors, and expectations related to Zalando’s search experience.
Competitive Analysis – Studied ASOS, Amazon Fashion, AboutYou, and H&M to analyze how users search for fashion products as a whole—including text-based search, filtering, recommendations, and visual search—to identify best practices and gaps.
Usability Testing – Tested low, mid, and high-fidelity prototypes to assess feature discoverability, ease of use, and efficiency in real shopping scenarios.
Affinity Mapping – Synthesized findings into key themes such as search accuracy, filtering preferences, and feature placement to inform design decisions.
By following a structured research approach, I ensured that the image search feature enhances usability, speeds up product discovery, and improves the overall shopping experience
I conducted interviews with frequent online shoppers to understand how they navigate Zalando’s search system, the challenges they encounter, and what would make product discovery more seamless. These discussions revealed common frustrations, including excessive filtering, overwhelming product results, and difficulty finding previously seen items. By exploring whether users search with a specific product in mind or browse more generally, I gained valuable insights into what makes the experience efficient or frustrating, shaping a solution that aligns with real shopping behaviors.
Key Themes Explored in the Interviews:
Search Challenges – How do users currently find products? What makes the process difficult?
Product Discovery Needs – What do users need to quickly and accurately find relevant fashion items?
Perceptions of Image Search – How do users feel about searching visually? What concerns or expectations do they have?
Feature Placement – Where should the image search option be placed to feel natural and intuitive?
User Interviews:
"I love online shopping, but searching for something specific is exhausting. I usually give up or settle for something that’s just ‘close enough.’"
"I love having options, but too many choices—especially from unfamiliar brands—can feel overwhelming. A more streamlined, user-friendly interface with better filtering would make shopping much easier."
To assess how Zalando’s search experience compares to competitors, I conducted a SWOT analysis of ASOS, Amazon Fashion, AboutYou, and H&M. This analysis focused on how these platforms structure their search functionality, filtering systems, product recommendations, and personalization features to enhance product discovery.
Key areas of evaluation included:
How effectively do these platforms structure search filters, predictive search, and category-based navigation to improve product discovery?
How do competitors use machine learning, user behavior tracking, and AI-driven suggestions to refine search results and provide tailored product recommendations?
Do these platforms integrate image search, AR try-ons, or AI-powered search enhancements, and how intuitive is their implementation?
How seamless is the journey from searching for a product to adding it to a cart? Are users required to manually refine results, or is there an intelligent search refinement process?
What elements help users feel confident in search results, such as detailed product descriptions, customer reviews, brand recognition, and high-quality imagery?
Competitive Analysis:
Key Research Insights & Data Points
The research phase uncovered key challenges in Zalando’s search experience and how users interact with traditional search tools versus image search.
100% of interview participants struggled to find specific fashion items due to irrelevant search results and excessive filtering, making product discovery inefficient.
4 out of 5 participants frequently saw fashion inspiration on social media but found it difficult to locate similar products online, reinforcing the need for a visual-first search approach.
60% of users abandoned searches when they couldn't quickly find relevant results, highlighting the demand for a faster and more intuitive search experience.
3 out of 5 participants initially confused the image search icon with Zalando’s fashion assistant, indicating a need for better icon clarity and visual distinction.
All usability test participants successfully completed search tasks using the image search feature, reducing average search time by 30% (from 53s to 37s).
80% of users wanted filtering options after using image search, leading to the integration of price and style filters in the final design.
These insights shaped the design and placement of Zalando’s image search feature, ensuring that it enhances product discovery, usability, and user engagement.
Define:
With valuable insights from user research, competitive analysis, and usability testing, the next step was to define the core structure of the feature. This phase involved Affinity Mapping, refining user flows, developing personas, and structuring information architecture. By synthesizing key findings, I ensured that the image search feature was intuitive, seamlessly integrated, and user-friendly.
Structuring the Foundation for Zalando’s Image Search
Key Findings from Affinity Mapping:
Search Frustrations & Behavior – Users struggled with time-consuming filtering and irrelevant search results, reinforcing the need for a visual-first approach.
Feature Discoverability – Participants expected image search in familiar locations, leading to the dual placement strategy (search bar + product page).
Filtering & Refinement – Many users wanted to filter search results post-image upload, influencing the inclusion of price and style filters.
User Expectations for Accuracy – Shoppers preferred highly relevant matches, pushing for AI-powered recommendations to improve search precision.
Navigation & Accessibility – The icon needed stronger visual distinction from Zalando’s fashion assistant to avoid confusion.
To ensure the image search feature aligns with real user needs, I developed two primary personas based on research insights. These personas represent fashion-conscious shoppers looking for quick product discovery and practical buyers who prioritize efficiency in online shopping.
These personas helped guide design decisions, ensuring that the image search feature improves product discovery, reduces search time, and aligns with user shopping behavior
User Persona
Designing a smooth and intuitive shopping experience was key to ensuring that users could quickly find products without unnecessary filtering or endless scrolling. By integrating image search into key touchpoints, the feature enhances product discovery and decision-making within the Zalando app.
User Flows
Maria’s Story: The Trend-Seeker
Maria opens the Zalando app, looking for a dress she saw online. Instead of manually typing descriptions, she taps on the search bar and selects the image search option. Uploading a photo of the dress, she instantly receives a range of visually similar styles without having to scroll through countless irrelevant results. Within seconds, she finds the perfect match, adds it to her cart, and completes her purchase effortlessly
Daniel’s Story: Image Search from the Product Page
While browsing sneakers on the Zalando app, Daniel finds a pair he likes and clicks on the product page. He notices the image search icon and taps it, allowing the app to instantly suggest similar sneakers in different colors and styles. Discovering a better alternative, he selects his size, adds it to his cart, and checks out smoothly, making his shopping experience more efficient and satisfying.
he low-fidelity wireframes established the structural foundation of the image search feature, ensuring a clear and intuitive user journey. Early mapping of interactions helped refine the search process, feature placement, and overall navigation before moving to higher-fidelity designs.
With mid-fidelity wireframes, I conducted the first round of usability testing, which surfaced key pain points and opportunities for refinement. User feedback played a crucial role in enhancing discoverability, usability, and feature accuracy before transitioning to high-fidelity designs.
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Low Fidelity Wireframes
Key insights from Usability Testing:
Icon Discoverability – One participant took 10 seconds to locate the image search icon, suggesting a need for better visibility or onboarding. Another recommended increasing the icon size.
User-Friendly Experience – All users found the feature intuitive and time-saving, even those less tech-savvy.
Dual Placement Flexibility – Users appreciated having image search in both the search bar and product pages, allowing for broader and more focused searches.
Permission Concerns – Two participants questioned whether they needed to grant photo access every time, indicating a need for clearer privacy communication.
Filter Suggestions – A participant suggested adding price filters to refine search results, catering to budget-conscious shoppers.
Efficient Product Discovery – Users loved how search results were narrowed down, with one participant appreciating the initial 10-item display before scrolling for more.
With insights from low and mid-fidelity testing, I refined the image search feature to improve usability, discoverability, and filtering options while ensuring a seamless shopping experience on Zalando.
Key Enhancements in the Final Design:
Improved Icon Visibility – Increased icon size and contrast in the search bar for better discoverability.
Clearer Privacy & Permission Handling – Added a brief onboarding tooltip to inform users about photo access and privacy settings.
Refined Filtering System – Introduced price and style filters after image search to allow better search refinement.
Optimized Product Display – Maintained a concise, scannable 10-item display while allowing users to scroll for more options.
Consistent User Experience – Ensured a cohesive look and feel across desktop and mobile versions for a seamless transition.
High Fidelity Wireframes
With a focus on usability and brand alignment, I refined the feature to feel natural within Zalando’s ecosystem, ensuring a smooth and frustration-free shopping experience.
To validate the image search feature, I conducted usability testing to assess its discoverability, efficiency, and overall user satisfaction. The test measured how easily participants could find and use the feature, how effectively it reduced search time, and what refinements were needed to enhance the experience.
Usability Testing Plan
Based on final usability testing, I refined the image search feature to improve usability, clarity, and efficiency while ensuring a seamless shopping experience. Feedback was categorized into high and low-priority changes, leading to the following key updates:
Final Iteration:
Visual Distinction of Image Search Icon – Made the camera icon more visually distinct to avoid confusion with the fashion assistant, adjusting size, contrast, and potential color differentiation.
Enhance Icon Visibility – Increased the size and prominence of the image search icon, making it easier to locate quickly in both the search bar and product page.
Feature Discoverability – Considered integrating image search access within the fashion assistant or adding guidance to improve user understanding of the feature's location.
Upload Confirmation Feedback – Introduced a visual indicator or loading animation to reassure users when an image is being uploaded.
Conclusion:
Overall Thoughts
The image search feature successfully enhances Zalando’s product discovery process, making shopping faster and more intuitive. User feedback led to refinements in feature visibility, filtering options, and usability, ensuring a seamless integration within the platform. Small but impactful design changes transformed it into a powerful tool for effortless shopping.
Future Enhancements
AI-Driven Suggestions – More personalized recommendations based on uploaded images.
Advanced Filtering – Additional filters like fabric type, fit, and sustainability options.
Cross-Platform Integration – Extending image search to desktop and smart devices.
Enhanced Visual Cues – Improving tooltips and animations for better feature adoption.
Final Reflection
This project reinforced my belief in human-centered design and the importance of refining digital experiences based on real user needs. Seeing how a small feature change could significantly improve product discovery and user satisfaction validated my approach. From research to final iteration, this process strengthened my skills in UX strategy, usability testing, and feature integration, demonstrating how design can bridge user frustrations with smart, efficient solutions.
Since Zalando is an established brand, I didn’t need to create a full design system from scratch. Instead, I worked smartly within their existing UI framework, ensuring consistency while introducing a few key interactive elements.
The focus was on enhancing user experience with minimal yet impactful design additions. I designed a few custom icons, particularly for the image search feature, making them intuitive and interactive during prototype testing. This approach allowed for seamless integration while keeping the Zalando brand identity intact.
UI Kit