In my role at lululemon, I established the Product Design function, hired and led a global team of designers, which was instrumental in driving a 30% increase in e-commerce revenue. Our focus on establishing and streamlining processes, exemplified by the development of lululemon's digital design system, not only enhanced team productivity but also reduced digital component variation by 60%.
A standout project, the product description page redesign, was a strategic move towards enriching the customer experience, emphasizing user engagement and thoughtful design.
Product Details Page Redesign
The Product Details Page (PDP) serves as the pivotal juncture between the upper and lower funnel, where users make decisions to add items to their cart and complete purchases.
Adopting Design Sprints for Efficiency and Collaboration
The introduction of design sprints marked a shift in our operational approach, fostering efficient cross-functional collaboration and resulting in significant cost savings. This initiative played a key role in advancing our design maturity, making our processes more user-focused and strategically aligned.
Our efforts in redesigning the navigation system demonstrate our dedication to creating a seamless and intuitive user experience, significantly enhancing customer interaction with our digital platform.
Navigation & Taxonomy Redesign
lululemon's e-commerce platform was facing challenges in providing a seamless search, browse, and navigation experience, which was causing difficulties for users. The design and strategic decisions made during this phase of the user journey seemed to prioritize business and brand objectives over the preferences and needs of the users.
Strategic UX Development
We crafted a comprehensive UX strategy that improved the consistency of the customer experience. This was reflected in a marked decrease in complaints in our Voice of Guest surveys, signalling the success of our customer-centric approach.
The creation of the Sweatlife Community project is a testament to our ability to build digital experiences that resonate with our audience, aligning perfectly with the brand's values and community focus.
Sweatlife Community
Community lies at the core of everything lululemon stands for, and "Community Now" is the digitally-driven, guest-centric, omnichannel digital platform poised to equip guests with the tools and access they need to embrace the sweatlife.
Contributions Far Beyond Design
My role extended far beyond design; I was integral in program management for critical business activities such as Black Friday/Cyber Monday. This involvement ensured our digital initiatives supported key business goals in personalization and e-commerce efficiency.
The lululemon Design System project stands as a cornerstone initiative, standardizing our digital approach and maintaining a consistent brand presence across platforms.
Design System
Our goal was to create a design system equipped with a code library that empowers our digital teams to scale seamlessly.
My tenure at lululemon involved strategic and innovative practices that boosted digital engagement and e-commerce growth. By blending organizational expertise with user experience insights, we transformed how lululemon connected with its customers in the digital world.
More From “Work”
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Leading Digital Excellence at GitLab I currently serve as the Director of Digital Experience at GitLab, where I have significantly impacted the business through my strategic thinking and transformative leadership. Since joining the company in June 2020, I have played a crucial role in redefining the Digital Experience team, making it an integral part of …
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My entrepreneurial journey began with Assembly, a firm I founded with a core focus on user-centred design and delivering high-quality digital products. This venture set the foundation for what would eventually grow into Palms, a larger, digital-first branding powerhouse.