Boosting online conversion through a product-focused shopping experience.
As a current educator, I offer a unique perspective on lululemon’s digital touch-points and end-to-end user experience. Being directly immersed in the technology and design of our digital platforms—including the in-store app, guest-facing mobile app, online website, and digital retail fixtures—I am constantly reflecting on how our digital offerings can be elevated for our guests and educators.
The features shown in this case study* are design explorations that I believe can elevate lululemon’s current mobile shopping experience and complement the in-store guest experience.
Project Type
Product Design
Interaction Design
Visual Design
Year
2021
*Case Study
The designs shown do not represent, nor promise the implementation of, a real feature on the lululemon mobile app.
Discovery Feature:
Acing guest needs and product education through guided product discovery.
With lululemon’s Design team consistently designing into outfits, the Discovery feature effectively showcases the story and intention behind each product and encourages guests to explore lululemon’s diverse product offering in a guided manner. By mimicking the way educators assess guests’ needs to make product recommendations, the Discovery feature leverages a single product as a jump-off point for other products and accessories that can elevate guests’ sweaty pursuits and daily activities.
Currently, a similar feature—”Shop this Look”—is offered on the lululemon website. However, with the mobile app being the primary touchpoint for lululemon’s core audience, the Discovery feature for the mobile app offers an intuitive, delightful way for guests to explore lululemon’s full product range.
A (+) icon on full-outfit images communicates the new feature and prompts users to explore further.
When additional products are shown—and are still available to shop—the (+) icon can be tapped to reveal more.
If users choose to explore the additional products, they are presented with an interactive product overview card.
Back in Stock Feature:
Actively supporting guests in getting the products they want.
As a former guest of lululemon, I know how disappointing it can be to find out the product you want and love is out of stock. As an educator, I’ve seen this exact scenario play out so many times and the most common ask I get is, “Can you call me if it restocks?” But since I can’t predict nor guarantee product availability, all I can do is recommend that the guest check the website or app regularly for any updates on restocks. The Back in Stock feature—which allows guests to receive text or email notifications for their favourite products—aims to resolve this friction early on, both in-store and online.
Creating a cycle of brand engagement.
Rather than turning guests away when products are unavailable, the Back in Stock notification feature generates more opportunities—and a personal incentive—for lululemon-lovers to reengage with the brand.
When a product is unavailable, users can choose to receive a notification when the product is back in stock.
To confirm, users enter their contact information. If already signed in on the app, this form can be autocompleted.
Once the notification request has been submitted, the user will receive text or email updates about their product.
Encouraging guests to feel in control.
Although the current design clearly communicates product unavailability, guests are presented with an inactive Sold Out button and various calls-to-action (CTA) that all lead to a dead end.
Rather than build up a misguided sense of hope when a product is unavailable, the Back in Stock feature proposes to default the shipping and in-store options to an inactive state, as well as to replace the inactive Sold Out CTA with an active “Notify me if back in stock” CTA.
Doing so would encourage users to feel a greater sense of control and allow them to leave the experience feeling like they were able to get one step closer to their goal, even if they weren’t able to get the product right away.