lululemon
I joined lululemon’s guest app team in 2020 as one of 3 designers and I worked across 2 product teams. I led the strategy and end-to-end design for personalization across the core pages of the app. I launched Early Access, For You, In Your Bag, Recent Orders, and Partner Perks.
Background
In 2020, the pandemic sparked a huge athleisure boom. We were all working from home, trying to stay comfy and active, and lululemon quickly became everyone’s go-to fit.
At the same time, our habits shifted. We were glued to our phones, shopping, connecting, making TikToks, and looking for some sense of normalcy. So if we were going to build a more personal experience, it made the most sense to start where people already were: the app.
As an inclusive brand, lululemon knew that “one size fits all” didn’t actually fit anyone. Everyone had different needs, routines, and motivations. Personalization wasn’t just a nice idea, it was necessary.
The goal was simple: help guests find what mattered to them, instead of giving everyone the same experience and hoping it worked.
But the app wasn’t performing where we needed it to. Adoption was low, only a small percentage of guests were active, and in-app conversion lagged behind web. The challenge was clear: increase app downloads, boost monthly active users, and improve purchase conversions by creating an app-exclusive experience that felt relevant and worth returning to.
