“I can’t find the filter – but the site looks good”

The aim of this study is to examine how the design of clothing retail websites—both from aesthetic and functional perspectives—affects the user experience. The study compares the websites of Zara and H&M to identify which design elements facilitate or hinder users in their interaction with the sites. To answer the research question, qualitative methods were used, including Think-Aloud method, observations, and semi-structured interviews. Participants completed tasks on both websites while verbalizing their thoughts. Their behaviour was observed, and their experiences were further explored through follow-up interviews. The results show that H&M's website was perceived as more user-friendly, with a clear structure, simple navigation, and functions that were easy to find and use. Although H&M's design was seen as less modern, the site was considered functional and practical. Zara’s website was perceived as visually appealing and conveyed a sense of luxury, but several participants had difficulty locating key features such as filters and return information. However, Zara’s image and video presentations were appreciated by many. The conclusion is that successful web design should combine aesthetic appeal with clear functionality. A website that focuses solely on appearance, but lacks usability, risks creating frustration for users. To ensure a positive user experience, clothing companies should strive for a balance between a visually engaging design and a logical, easy-to-navigate structure.