This project explores how Zara can transform its customer experience by leveraging WhatsApp as a strategic channel. In response to store closures and shifting digital behaviors, the solution focuses on creating a seamless, personalized, and inspiring shopping journey through conversational design. By reimagining how customers interact with the brand, the proposal aims to enhance engagement, boost conversion, and bring the curated in-store experience into a mobile-first environment.
Context & Challenge
Zara was facing the challenge of maintaining customer engagement and conversion after closing several physical stores. With WhatsApp being a high-usage platform among its audience, the brand had an opportunity to rethink its digital D2C communication strategy and create a more direct, personalized touchpoint.
The Proposal was structured by the following agenda:
Pains & Gaps
Specific to Zara in the current context
Strategic Objectives
To be fulfilled through the conversational solution.
This initiative aimed to transform Zara’s digital engagement strategy by leveraging WhatsApp to: convert physical customers into digital ones, increase sales after store closures, and position the brand as an innovative leader in retail. Through smart product recommendations, personalized assistance, and curated shopping experiences, the goal was to enhance the digital customer journey and replicate the level of support typically found in physical stores, all within a seamless, conversational interface.
Market Research
What is the competition doing?
To design a relevant and high-impact solution, we first explored users’ expectations and behaviors regarding digital shopping experiences. Through market analysis and user insight gathering, we identified key features and services that customers value most when interacting with fashion brands via messaging channels.
Solution Design
Conversational Journey Mapping
To structure the conversational experience, I mapped out the solution in Mural — outlining the user journey, interaction logic, and strategic touchpoints. This blueprint helped visualize how each use case connects to the overall ecosystem, ensuring a coherent and scalable approach.
Solution Proposal
Smart contact on WhatsApp
Based on the identified needs and strategic goals, I designed a conversational experience divided into inbound and outbound use cases. The inbound flows aim to support and enhance the customer’s journey through features like digital registration, AI-powered assistance, curated catalogs, and direct checkout. On the outbound side, the solution focuses on reactivation, personalization, and engagement through proactive messages such as collection alerts, tailored recommendations, and satisfaction surveys — all within WhatsApp, turning the channel into a powerful point of contact and conversion.
Each use case was carefully crafted to address specific moments in the customer lifecycle — offering seamless, relevant, and timely interactions that align with user expectations and business objectives within the conversational ecosystem.
This solution demonstrates how WhatsApp can evolve from a simple communication channel into a strategic touchpoint — enabling Zara to reconnect with customers, drive sales, and offer a frictionless, personalized experience at scale. By combining automation, smart recommendations, and timely interactions, the brand can enhance its digital presence while maintaining the essence of in-store service.