The usability evaluation, conducted using the Common Industry Format (CIF) with six participants, revealed significant shortcomings in Zara UK’s digital experience. Quantitatively, the site underperformed across all key usability metrics—participants exhibited low task completion rates, long task times, a high frequency of errors and assistance needed, and poor satisfaction scores. The System Usability Scale (SUS) rating was categorized as “awful,” and the Net Promoter Score (NPS) was negative, indicating users were generally dissatisfied and unlikely to recommend the site . Qualitatively, participants voiced feelings of frustration and confusion, which were captured in a word cloud and affinity maps that surfaced themes like “disruptive visuals,” “insufficient assistance,” “poor searching capabilities,” “unintuitive layout,” and “unclear labeling.” Each of these issues was documented, categorized by frequency and severity (critical, serious, or minor), underscoring how broadly these usability barriers impacted users.