Role: Lead UX Designer
Platforms: Web & Mobile Web
Team: Design, Product, Engineering, Brand Studio, Research

Elevated Experiences is lululemon’s end-to-end digital initiative focused on connecting guest needs with product innovation. The goal is to design consistent, high-impact touchpoints across the guest journey—from discovery to decision-making—that build confidence, deepen product understanding, and drive meaningful conversion.

By aligning digital storytelling with our assortment strategy, we strengthened brand credibility, increased category awareness, and supported growth across key franchises.

Project Goal

How might we create a leggings shopping experience that makes guests feel more informed and confident—ultimately increasing engagement and add-to-cart?

To support this vision, I focused on:

• Simplifying product education so guests can quickly differentiate fabrics, fits, and performance features.

• Building a seamless end-to-end flow that reduces friction for guests comparing styles.

• Driving category growth by elevating franchise storytelling and reinforcing lululemon’s leadership in performance apparel.

Key Considerations

• Modular & Flexible: The experience needed to adapt across multiple product lines, support new franchises, and scale to future campaigns.

• Test-Ready Framework: Components were intentionally designed to support iterative A/B testing—messaging, visual hierarchy, and layout patterns could be optimized without major redesigns.

• Consistent Storytelling: Messaging, imagery, and education were aligned across the digital ecosystem to strengthen clarity and reinforce guest confidence.