Report of Design Thinking

on

Group -4

By
K. Jhansi-191106
Hari Chandana-191123
P. Phani Dheeraj-191139
Sankethi-191152
Uma Shankar-191181
CH. Hema Abhiram-191197

About Zara
Zara SA, stylized as ZARA, is a Spanish apparel retailer based in Arteixo in Galicia,
Spain. The company specializes in fast fashion, and products include clothing,
accessories, shoes, swimwear, beauty, and perfumes. It is the largest company in the
Inditex group, the world's largest apparel retailer.
 Zara's success is based on its ability to adapt quickly. Unlike many clothing brands,
whose designs are stagnant for the season, Zara is constantly assessing and reacting
to the environment in a matter of weeks. The brand designs new styles and pushes
them into stores while the trend is still at its peak.

Mission- Zara mission statement is to “give customers what they want, and get it to
them faster than anyone else.” Such a simplistic, concise, and
straightforward statement shows why this company has been so fruitful.

Vision-To attain market leadership through unmatched quality, a diverse and unique
product mix, empowered employees, world-class systems, and the highest ethical and
professional standards."

1. What is Design Thinking?

Design Thinking is an iterative process in which we seek to understand the
user, challenge assumptions, and redefine problems in an attempt to identify
alternative strategies and solutions that might not be instantly apparent with our initial
level of understanding. At the same time, Design Thinking provides a solution-based
approach to solving problems. It is a way of thinking and working as well as a
collection of hands-on methods.

2. What are the various steps of design thinking?

Observation-Observing users in their world gives you the opportunity to empathize
with their experience, understand their context, uncover hidden needs and hear their
honest and unfettered feedback
Empathy-Empathy is crucial to a human-centered design process such as Design
Thinking, and empathy allows design thinkers to set aside their
own assumptions about the world in order to gain insight into users and their needs.
Problem Definition-you put together the information you have created and gathered
during the Empathise stage. This is where you will analyse your observations and
synthesise them to define the core problems that you and your team have identified up
to this point. You should seek to define the problem as a problem statement in a
human-centred manner.
Ideation- stage of the Design Thinking process, designers are ready to start
generating ideas. There are hundreds of Ideation techniques such as Brainstorm, Brain
write, Worst Possible Idea, and SCAMPER.
Prototyping-The design team will now produce several inexpensive, scaled down
versions of the product or specific features found within the product, so they can
investigate the problem solutions generated in the previous stage. Prototypes may be
shared and tested within the team itself, in other departments, or on a small group of
people outside the design team.
 Testing-Designers or evaluators rigorously test the complete product using the best
solutions identified during the prototyping phase. This is the final stage of the 5 stage-
model, but in an iterative process, the results generated during the testing phase are
often used to redefine one or more problems and inform the understanding of the
users, the conditions of use, how people think, behave, and feel, and to empathise.

Various steps of Design Thinking

1. EMPATHISE :

The first stage of the Design Thinking process is to gain an empathic understanding of
the problem you are trying to solve. This involves consulting experts to find out more
about the area of concern through observing, engaging and empathizing with people
to understand their experiences and motivations, as well as immersing yourself in the
physical environment so you can gain a deeper personal understanding of the issues
involved and empathy allows design thinkers to set aside their own assumptions about
the world in order to gain insight into users and their needs.

Depending on time constraints, a substantial amount of information is gathered at this

stage to use during the next stage and to develop the best possible understanding of
the users, their needs, and the problems that underlie the development of that
particular product.

2. DEFINE (the Problem) :

During the Define stage, you put together the information you have created and
gathered during the Empathise stage. This is where you will analyse your
observations and synthesise them in order to define the core problems that you and
your team have identified up to this point. You should seek to define the problem as
a problem statement.

The Define stage will help the designers in your team gather great ideas to establish
features, functions, and any other elements that will allow them to solve the problems
or, at the very least, allow users to resolve issues themselves with the minimum of
difficulty. In the Define stage you will start to progress to the third stage, Ideate.

3. IDEATE :
 During the third stage of the Design Thinking process, designers are ready to start
generating ideas. You’ve grown to understand your users and their needs in the
Empathise stage, and you’ve analysed and synthesised your observations in the
Define stage, and ended up with a problem statement. With this solid background, you
and your team members can start to "think outside the box" to identify new solutions
to the problem statement you’ve created, and you can start to look for alternative
ways of viewing the problem. There are hundreds of Ideation techniques such as
Brainstorm, Brain write, Worst Possible Idea, and SCAMPER.

4. PROTOTYPE :
The design team will now produce a number of inexpensive, scaled down versions of
the product or specific features found within the product, so they can investigate the
problem solutions generated in the previous stage. Prototypes may be shared and
tested within the team itself, in other departments, or on a small group of people
outside the design team. This is an experimental phase, and the aim is to identify the
best possible solution for each of the problems identified during the first three stages.
The solutions are implemented within the prototypes, and, one by one, they are
investigated and either accepted, improved and re-examined, or rejected on the basis
of the users’ experiences. By the end of this stage, the design team will have a better
idea of the constraints inherent to the product and the problems that are present, and
have a clearer view of how real users would behave, think, and feel when interacting
with the end product.
5. TEST :

Designers or evaluators rigorously test the complete product using the best solutions
identified during the prototyping phase. This is the final stage of the 5 stage-model,
but in an iterative process, the results generated during the testing phase are often
used to redefine one or more problems and inform the understanding of the users, the
conditions of use, how people think, behave, and feel, and to empathise. Even during
this phase, alterations and refinements are made in order to rule out problem solutions
and derive as deep an understanding of the product and its users as possible.

Observations.
ZARA online
We observe the points from our personal experience and from their website.
 App is user friendly.
 Minimal advertising online but still it has a strong brand presence.
 The delivery is restricted to few areas.
 Their products have unique design.
 They maintain low inventory to quickly adopt new fashion.
 Wide range of apparels
 latest trendy collection
 The app has premium experience.
  Affordable prices
 Unique graphical interface
 App user face is easy understand.
 The app has premium experience.
 It sells its own brand ZARA.
 There are limited models.
 It has all sizes available.
 It has separate apparels for men women and kids.
 It has wide range of products.
 It has discounts and offers through the year.
 It has same model in multiple colours.
 It has multiple accessories in its product line.
 Not only stylish clothes, but it also has casual wear and formals, which is easy to
find in Zara.
 It has less outlet's in India and can see the outlets in big shopping malls.
 Zara has less competitors.
 Zara products mainly focuses on quality and looks top-notch.
 They update their apparels according to the recent fashion trends.

Empathy:
Based on the personal experiences, user reviews in play store and from online review
websites we gathered the information
 There is a problem with customer service as AI is handling the chat and it takes lot of
time to connect with the human customer support.
 Tracking of products is not accurate.
 Customer support is poor.
 Chat deactivates frequently due to service being slow to reply.
 Response to refund is not good due to bad customer service.
 Photo is not justifying the products in actual.
 Few photos are in black and white so that it is hard to identify true colours.
 Orders are delivered so late to customers.
 Size fittings are different from other brands so that it is being difficult to get right
size.
 Few products are being out of stock.
 Customers are not getting Refunds and customer care is not taking care of it.
 Return police is like never ending processes.
 Bit confusing in tracking on purchases and returns.
 Delays in delivery time
 Customers love Zara products but because of poor online services must of them prefer
brand outlets.
 They always maintain less stocks as they keep updating the latest collections.
 Chatbot response is not find useful to customers.
 Refunds take lots of time and the customer should follow up, which is annoying.
 Poor user experience
 website is a bit laggy while using in browser.
 Customer Chat features does not provide 24/7
 They could have set up 360° or 3D console of fashion model.
 No user review on every product
 No videos for the products
 Apparels are good, but customer service with online is not up to the mark so most of
them preferring offline stores.
 Sometimes the answers given in chat bot are not satisfactory.
 Sometimes the size varies from the actual order placed.
 Products go out of stock very quickly.
Screenshot of customer reviews

Problems statement.
Here we identified majorly two problems based on the customer reviews i.e., Delay in
Refund process and Delay in Delivery.
How might we solve the Zara online for the delay in the refunds from 1 month to a 3-4
days in the time framework of 1 month because of the following insights i.e., poor
 customer response, inefficiency in processing the refund, Zara does not be motivated to
proceed the refund faster, employee inefficiency.
How might we solve the ZARA online for the delay in delivery from 1- 2 weeks to a 4-5
days in the time framework of 1 month because of the following insights i.e., Poor
delivery agency, there is no stock available, they cannot deliver to all areas.
Ideation :
[Link] with e- coupons on the refund amount where the customers can use it for the next
purchase in store as well as in online.
[Link] and motivating the staff to improve customer services.
[Link] better inventory management with the use of AI or App.
4. Outsourcing faster delivery partner
6. For the problem for delay in refunds we came up with an efficient and effective Refund
process in which results in a faster refund to end users. The following is the redesigned

credit the
Track buyers cofirms validity amount to the
shipping of paymnet initiate bank accounts
Get feedback
payment methods and movement of or digital
from customer
preference and availability of funds with payment
the reason for
consent for funds in the authorization of platform based
the return
automatic payment return policies on the payment
payments method method they
made

refund process

Persona
Customer journey map
 This is the e-coupon we are
using to replace the traditional
refund processes. Here
customers can get the amount
refunded to their bank or they
can get the coupon equal to that
amount so that they can use it
for their next purchase. This
will solve the problem for
people who want another
product from the store by
returning a product so that they
will not wait for a refund for
the purchase.
The solution to the second
problem is to create an
Inventory management app for
the company. Here the
employees will log in to their
app with their unique ID and
then they will select the
location of the warehouse for
Prototype checking the inventory then the
1 Coupon
app will automatically suggest
the products which have low
inventory, and it will display on
the app in order then we need
to select the no of units to order
for each product, after selecting
the units for all products then it
will show the summary of all
products then they can place
the order. The suggestions are
given by the products which
came into warehouse and
products that went out. By
these employees can maintain
the inventory from anywhere so
that there will be no out of
stock
2 Inventory management app
Learnings from Design Thinking
 Design thinking workshop helped us in solving the core issues or problems in a more
creative way.
 We were also able to determine the percentage of change and in what time frame can it
be done.
 We also learnt about how to do the observations and learnt how to do the empathy
canvas and how to identify the problem statement.
 Problems were drawn into conclusion not only from the customer perspective but also
from the stakeholders’ perspective.
 We also learnt how to your various steps of design thinking to get out best solutions
possible.
 We also learnt about the root cause analysis to derive better conclusion to the stated
problem.
 As Design thinking provides a solution-based approach to solve a problem we used six
stages of design thinking to solve the problems that are noticed around us.
 We also got to know about the company and how to implement the above things.
 Zara has customer support issues, and the stock is always out of stock, so as prototype
we designed Inventory Management App which will guide the stock in Zara.