LULULEMON INTL PDP REDESIGN
The International team at Lululemon determined that we needed to do multiple redesigns to show product value to international audiences. The Product Details Page redesign was the first of many, and kicked off a major update to the user experience for international consumers.
Why was this needed?
The International team was significantly newer than the North American design team. They were still operating in a scrappy manner when I joined - pulling as much as they could from the North American experience to make products available to international audiences.
Lululemon needed to move its International experience into a more mature space, and truly show audiences the value of their clothing. This required rethinking all regional sites to truly match audience and cultural preferences, and present Lululemon in the best way possible.
Problem Definition
Former German PDP experience
Partnering with a senior PM, and a designer on my team, we completed contextual inquiry research that provided insights into where the experience was breaking for users. We also did an initial heuristic evaluation to understand usability problems. These methods revealed many things:
The sites would break at certain responsive breakpoints that had been neglected.
The overall experience was out-of-the-box, which meant that it wasn’t consistent with global branding, and didn’t account for cultural needs of users.
There wasn’t enough product education exposed - this was problematic in countries with high uncertainty avoidance.
Size charts were confusing as they were North American-centric.
The information hierarchy was convoluted and not grouped appropriately.
There were no product reviews.
We decided to begin with the PDP on English-speaking sites. We hypothesized, in conjunction with Business Intelligence, that this would provide the biggest and quickest impact.
Steps to Redesign
Content audit of current components within the page - Looked at CMS, current capabilities and gaps
Updated content structure proposal based on heuristic reviews - Completed with product management and content designer
Initial concept testing of updated content structure - UserTesting.com reviews of wireframes with updated content structure
Finalized the UX and visual design - Based on concept testing results, the designer completed this work to match brand standards and account for regional needs.
Final round of usability testing
We partnered with product and engineering through the entire process to ensure feasibility for V1 of launch, with plans for iteration after.
Outcome
New German PDP experience
We updated the content hierarchy, providing more visibility into product education needs and positioning Lululemon as the expert in the athleisure and workout space.
We were also able to completely update branding to global standards, and identified next steps based on the user journey for updates in the digital product.
Based on releasing these updates to the English-speaking PDPs, Business Intelligence projected a $10M increase in incremental revenue for 2021.
Former PDP Design
New PDP Design
OTHER LULULEMON PROJECTS
Design
Conversion to global brand font - including audit, QA and CSS recommendations
Category Details Page redesign
Multiple product variations on PDP
Alert messaging in checkout
Help pages redesign
Updated bra guide for international conversions
Account takeover security updates
Klarna implementation
Markdown experience - discoverability of sale
Landing pages
Research
200+ user testing sessions across 8 geographic regions
Built working relationships with UX agencies in South Korea, Japan and Germany
Coached/mentored designers on research methodologies and practices