The Opportunity
Community lies at the core of everything lululemon stands for, and "Community Now" is the digital platform poised to equip guests with the tools and access they need to embrace the sweatlife. It aims to achieve this by being:
A digitally-driven, guest-centric, omni-channel experience that harnesses the expertise of Lululemon educators (front-line store staff) across all channels.
A pioneering social community designed to forge meaningful human connections, both in the digital realm and in real life.
A dedicated space to host some of the most highly anticipated and revered events globally.
The Solution
Our strategy was built on the following 4 pillars:
1. Store Hubs
Location and logistics
Core functionality includes:
Location map
Store hours
Contact information
Associated Classes & Events
Editorial content
Associated Ambassadors
2. Classes and Events
Discover and book
Core functionality includes:
Discover classes and events
Book class or event
Reminder about booked class or event
Waitlist class or event
Cancel class or event
Add to calendar
Payment
3. Ambassadors
Program education and profiles
Core functionality includes:
Educate users on lululemon’s Elite, Global, and Local Ambassador program
Discover ambassadors relevant to user
Inspire people to engage with content created by ambassador network
4. Content Hub
Editorial Storytelling
Core functionality includes:
Create editorial that inspires lululemon’s customers to engage with their brand and product
Indirect sales
Product education and price point validation
Training guides
Video classes
Podcasting
The Results
"Community Now" is currently in development, with a planned release scheduled for the end of 2019 and ongoing development throughout 2020. The executive team, led by CEO Calvin McDonald, is eagerly anticipating the opportunity to merge the storytelling features with the already-established commerce features.
Role
Manager of Product Design,
North American E-commerce
JUL 2018–AUG 2019
Contribution
Product strategy
Directing external vendor (MetaLab)
Content strategy
Cross-functional team management
Design Leadership
Experience Design Collaboration
Co-Creators
Product Manager
Product Designer
Product Owners
Content Strategist
Director Community
SVP Brand Creative Director
VP Ecommerce
SVP Ecommerce & Omni