User Experience Toward Sustainable Choice: Case Study ZALORA Indonesia

In 2020, ZALORA launched a new initiative called “ZALORA Earth Edit,” as one of its sustainability strategies for the next five years. It enables customers to have choices of items that fit into several criteria as sustainable products. However, despite its good objectives, the appearance of this feature seems to be rather unnoticeable and passive, thus less encouraging for the customers to utilize. A quick survey was conducted with a few ZALORA Indonesia users, and the result shows that more than half of them were not aware of this function, while only a few of the rest have ever tried it. This could be a sign for ZALORA to make some changes in the way customers interact with the platform. By mapping the user flow and using a sustainable-oriented marketing framework, named SHIFT framework, this research aims to analyze and identify the intervention needed on the user experience aspect that could encourage a more conscious shopping through ZALORA Earth Edit. On a bigger picture, it provides a recommendation of methods to improve digital user experience that could influence sustainable consumer behaviors.