Our project aimed to redefine Lululemon’s brand experience by addressing inclusivity concerns and enhancing customer engagement. We discovered through research that Gen Z women perceived the brand as exclusive and sought a more engaging, welcoming environment. To address this, we designed an immersive, tech-enhanced retail experience that fosters inclusivity and emotional connection, making every customer feel valued.
Introducing to you the new era of
Lululemon
Meet the Team
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Aayushi Jain
MA, Design Management
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Pranali Mukkannavar
MA, Service Design
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Sanjana Pawar
MA, Design Management
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Rohitha Amirishetti
MA, Design Management
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Riya Patil
MBI, Design Management
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Anjani Thakkar
MA, Design Management
My Contribution
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✔ Led user research by conducting 108 surveys, 12 interviews, and usability tests to understand customer pain points and behavior.
✔ Applied Design Thinking, User-Centered Design, and Interaction Design frameworks to develop inclusive and engaging retail experiences.
✔ Conducted LEGO-based prototyping and walkthrough testing to validate store concepts and improve user interactions.
✔ Analyzed insights to refine the Business Model Canvas, Value Proposition Canvas, and Balanced Scorecard, ensuring customer-centric decision-making. -
✔ Designed an inclusive and interactive retail space, incorporating diverse mannequins, personalized trial rooms, and wellness-driven layouts.
✔ Focused on spatial planning and in-store flow to create an engaging shopping experience that blends technology with physical retail.
✔ Implemented ergonomic and sensory design principles to enhance comfort, accessibility, and personalization in trial rooms and interactive storefronts.
✔ Integrated brand storytelling through design, ensuring the store visually and functionally aligns with Lululemon’s inclusivity goals. -
The research transformed Lululemon’s retail approach by bridging UX research, interior design, and business strategy, ultimately leading to:
✔ A more inclusive and engaging shopping experience.
✔ Increased customer trust and loyalty.
✔ Higher revenue potential through innovative retail strategies.
Research & Methodology
Our project followed the Design Thinking framework to create a user-centered, inclusive, and technology-driven retail experience for Lululemon.
Lululemon’s stock is 34% down
year-to-date(YTD) as of April 16, 2024
Problems
Our research has identified three main problems contributing to these market concerns.
Customer Inclusivity Concerns
Limited Engagement in Store
Negative Brand Perception
Let’s hear it from our customers
Here's a brief video of real customers discussing their experiences and perceptions of Lululemon.
To understand these issues, we conducted extensive research including
User Personas
Lemonite
Represents loyal customers with a strong emotional connection to Lululemon.
Views Lululemon as a lifestyle brand that embodies their values and aspirations.
Appreciates the brand's community-oriented approach, quality products, and shopping experience at Lululemon stores.
Anti-Lemonite
Favor brands that align closely with their values and beliefs, especially regarding social impact.
Actively consider feedback, reviews, and reputation as part of their brand evaluation process.
Take into account how being associated with a brand reflects on their own image and how others perceive them.
Empathy Map- Lemonite
In the empathy map of a Lemonite, the user has a strong emotional connection with Lululemon, valuing coordinated outfits that enhance their confidence and aesthetic appeal. They enjoy browsing new collections, appreciate the elegance of the designs, and feel that despite the brand’s high cost, it is worth the investment. They are influenced by external validation, such as compliments in the trial room, reinforcing their positive experience.
Empathy Map- Anti-Lemonite
Conversely, the empathy map of an Anti-Lemonite reflects a user who is disillusioned with Lululemon. They feel that the brand’s actions contradict their values, leading to disappointment. This user perceives inconsistencies in the brand’s messaging on inclusivity and sustainability, hearing skepticism from others and observing a lack of transparency. Their dissatisfaction results in them not endorsing the brand and actively sharing their concerns with peers.
Value Proposition
For
Who
Our
To deliver
Unlike
Our
Brand enthusiasts and skeptics alike
Desire a shift in brand perception and a sense of belonging in their shopping experience
Solution aims
A retail environment that welcomes all, fostering a sense of being valued
The current perception of Lululemon as catering only to a select few
Focus is on cultivating a sense of being wanted in our stores.
Insights
Perceptions of a brand significantly influence the buying decisions
43%
of 108 respondents take brand reputation into account along with other factors while making purchasing decisions
Consumers seek more than just products when they enter retail spaces
55%
of 108 respondents seek a broader product range and better customer service
Valuing and respecting every customer, regardless of background is key
57%
of 108 respondents encounter challenges related to meeting their specific requirements/needs.
“I think Lululemon is focusing on a specific group of people, but they might not have something for everyone. When I visited the store, I felt that is not made for me”
-Anonymous
“Trans non binary wear is a pain in the a**. I feel like my choices are woman or ugly b***h lol”
-Anonymous
"If Lululemon shares good vibes or does something nice, it might make me want to shop from them."
- Amelia
"When I'm in the store, I really appreciate it when the employees are available to assist me, especially when it gets a bit crowded."
-Laura
“When I go to a store and online, I just expect everything to be really organized and easy to understand the platform”
-Anonymous
“Would not buy from Lululemon due to concerns about sustainability practices”
- Julianna
User Testing
To evaluate customer satisfaction and the appeal of our concepts, we developed a targeted questionnaire and interview guide. Our prototype simulated the user journey through the store, examining key interactions and features to determine what would attract and engage customers. By asking specific questions, we identified elements that enhance the retail experience and encourage store visits. This approach helped us gain insights into customer preferences, ensuring that our design aligns with their expectations. The findings guided refinements to optimize engagement, creating a seamless and enjoyable shopping experience that resonates with our target audience and fosters brand loyalty.
Our team designed and planned a prototype for the store experience, prioritizing interactions that would be most impactful, feasible, and well-received by customers. Through usability testing, we aimed to understand customers' perceptions of these interactions and their impact on both their reactions and overall brand perception, thereby fostering brand growth.
Designing the Test
To facilitate testing, the team created a desktop walkthrough using Lego, incorporating additional elements and UX/UI screens of a digital experience simulating in-store device interactions. This setup allowed test participants to explore and understand the experiences we prototyped.
Participants were encouraged to navigate through the prototype, expressing their thoughts, feelings, words, and actions during the process. This helped us gauge their reception and perception of the prototype. Additionally, we used a guided questionnaire with follow-up questions to gain further insights.
The participants ranked their favorite interactions and provided additional feedback, which helped us identify the interactions they valued most.
We also encouraged users to share their current feelings while performing those tasks and the emotions they experienced when interacting with the prototype, to gain deeper knowledge on how we could improve the experience and iterate on the prototype.
Nutri-Space
Yoga Studio
Experiential Trial Rooms
Interactive Store Front
Inclusive Store
Revised Business Model Canvas
Refining our business model canvas has been crucial in aligning our strategies with insights gained from prototyping and usability testing. In the Key Partners section, we expanded to include food suppliers (raw materials) and tech companies, vital collaborators in supporting our interactive nutrition space. These partnerships ensure seamless integration of technology-driven devices, reinforcing our commitment to enhancing customer satisfaction through innovation and collaboration. Strengthening these alliances positions us for agility and market leadership, allowing us to meet evolving consumer demands effectively.
In Key Resources, we introduced knowledgeable nutrition guides, reflecting our commitment to personalized wellness solutions. Their expertise enhances customer engagement, enriching their holistic health journey. Additionally, our Value Propositions now emphasize a holistically healthy lifestyle, reaffirming our dedication to comprehensive well-being. This strategic refinement, combined with inclusive communication and operational efficiency, optimizes customer value while strengthening revenue streams.
Our Key Activities have also evolved, shifting focus from home workouts via mirror to enhancing in-store experiences. By creating immersive retail environments, we aim to deepen customer engagement and brand connection. Additionally, prioritizing the functioning of the nutrition center ensures operational excellence and customer satisfaction. These adjustments reinforce our mission to drive sustainable growth and leadership in the wellness industry.
The New Fit
THE CHANGES WE MADE
Refining our value proposition canvas was an iterative process shaped by rigorous testing and user feedback. Through collaboration, we validated assumptions and uncovered new insights into user expectations. Our adjustments were primarily additive, reflecting enthusiastic user responses and engagement. The prototype played a key role in visualization, enabling users to articulate their experiences and provide meaningful feedback. This user-centric approach allowed us to address concerns promptly while identifying key priorities and pain points. Ultimately, the process refined our offerings, ensuring stronger alignment with customer needs and enhancing engagement, satisfaction, and long-term success in the market.
While we tried to incorporate the most necessary gains as possible, we couldn’t cater to the affordability aspect, due to the common-luxury norm. Since we’re targeting new onboarding and enhanced retail experience, we did not delve into the apparel design realm. During the user testing we became aware of the concern of ‘outfit looking different when wore out of the store’, which was a high level concern. Our solution aims to tackle this. Alternatively we weren’t able to solve the pricing pain point as before. The user testing proved the most fruitful for this segment, as we were introduced to the fundamental difference of looking good in person and in the trial room mirror. Along with additions of talking comfortably in store.
The New Fit
THE RANKING OF THE CUSTOMER PROFILE
Value Proposition
VALUE PILLARS, CORE DRIVERS, ENABLERS
Value Pillars
At Lululemon, our core values—Empathize, Empower, and Engage—drive us to create inclusive, personalized, and emotionally connected retail experiences. By understanding our customers' needs, offering products that enhance well-being, and building lasting relationships through meaningful interactions, we ensure they feel valued, confident, and supported. Enabled by Technology Integration, User-Centric Design, and Interaction Design, we deliver seamless, engaging customer interactions.
Our Core Drivers and Enablers
Our core drivers and enablers create a unique retail experience at Lululemon. Inclusivity is ensured through user-centric and interaction design, making our spaces welcoming to all. Personalization is driven by technology, offering tailored experiences and echoing Ben Hallam’s idea that “luxury is hyper personalization, and technology facilitates luxury.” Emotional Connection is built through interactive experiences that convey our story and form deep bonds with our customers. These elements ensure our audience feels valued and empowered.
Communicating Our Story
We use technology and thoughtful design to show customers we care about their emotions and aim to empower them. By focusing on empathy, empowerment, and engagement, we create a trusted and beloved brand that resonates with our audience on a personal level.