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Zalando

ESCP consulting project · Presented to Zalando · 2023

Reframing the shopping journey around customer intent instead of internal category structure.

Zalando strategy project visual

Context

Europe's largest fashion platform had journeys shaped by how the business was organised, not by how customers browse, compare and decide. That mismatch showed up as friction in discovery and inconsistent experiences across surfaces.

Challenge

Customer journeys were organised around internal category logic rather than how people actually shop.

Approach

  1. 01Ran qualitative research to map real shopping intents rather than assumed personas.
  2. 02Rebuilt the journey model around those intents and stress-tested it against existing surfaces.
  3. 03Translated the gaps into opportunity areas scored on customer impact and delivery effort.
  4. 04Sequenced the opportunities into a roadmap product teams could pick up immediately.

Outcome

Reframed returns as a representation problem: half of all items came back over sizing while 42% of shoppers said they couldn't see themselves in the models. Modelled a 50% to 30% return rate on inclusive AI try-on.

  • Intent-based journey model
  • Research synthesis and opportunity map
  • Prioritised product roadmap
Product strategyUX researchRoadmapping

Work

5 images — click to enlarge

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