Zalando

How to break the system

A banner on the Zalando homepage had millions of daily views, but not many clicks.

It looked like this:

The problem

It followed the design system and best practices that worked well for UX.

But this was a billboard disguised as a banner. A high visibility, high impact asset.

And it was blending in with everything else. Getting lost.

Our approach

We took it as a blank canvas, setting the design system aside.

Taking the same old things — product categories – and looking at them with fresh eyes.

Taking existing product shots and seeing them differently.

Headlines that made people join the dots. CTAs that broke the conventions.

Ideas that made people stop and look.