Footwear Experience Page Phase 2
Product Design — Desktop, Mobile Web, and iOS
Project Overview
A landing experience that aims to celebrate that lululemon is introducing a new line of products in the footwear category. In partnership with another designer, we worked on the next phased strategy for the landing experience after the launch of the footwear category. The collaborative effort between design, product, creative, and marketing aimed to create a shoppable experience that still carried the storytelling elements of the prelaunch landing.

Timeline

Oct 2021 - Feb 2022

My Contributions

Define strategy, Concept exploration, Design documentation, QA with Engineers

Results

A total of 2.6M views after one month of launch.

Now that the first shoe has launched, what does the Footwear Experience page look like?
Problem
The prelaunch landing experience was successful in announcing the footwear category and generating hype for the products. With the launch of the first shoe, questions we had to ask were; What does the landing experience now look like? What are the strategic goals of this experience?
KPIs
Footwear Sales
lululemon meets footwear sales targets.
Shoe Product Details Page Conversion
Driving guests into the shoe product page.
Footwear Page Engagement
Time on Page / Bounce Rate
Brand Perception Shift
Increased brand association with footwear and running in particular.
User Personas
Profile
Individuals worldwide who strive to be well in ways that are equally enjoyable and effective—They crave products that balance style, comfort and performance to help them in their practice.
Age
20+
Gender
Primary: Women, Secondary Male; non-binary
Holistic Runner
Active 2-3 times per week — run, workout and train
We defined the goals of Phase 2 of the experience page.
Research
Reference to previous research conducted by external agency Work & Co.
Weekly workshops were ran with stakeholders from Brand, Marketing, Retail and tech to align on key objectives we wanted to focus on with this new experience page.
Solution Elements & Explorations
Shoppability
From the workshops, we aligned on three main objectives to focus on. First one is Shoppability meaning; How can we make it easy for guest to buy shoes? How might we create confidence in fit?
Announce Category
How do we continue to show the public why is lululemon getting into the footwear market. What is our differentiator from other shoe brands?
Credibility and Hype
Can we amplify the focus on aesthetics of the shoe to generate hype. How do we tell our ambassador stories to create credibility?
Final Designs
Storytelling Video Hero
The Footwear category is new at lululemon. Maintaining the video at the hero position will further build awareness and celebrate why we are doing this.
Reordering of Sections
Phase 1 saw a lot of engagement with the 360 shoe component due to the unique interaction and macro look at the shoe details. We positioned it higher on the page to further increase engagement and hype.
Add Actionable Buttons in 360 & Remove Colour Section
We cut redundant information to slim down the experience. Since the 360 section saw the most engagement, we’ve introduced CTA to drive to the Shoe Product Details Page.
Add Post-Countdown State
We’ve defined the post-countdown state, adding an additional CTA to the Shoe Product Page.
Add Available State of Carousel Card
Defined the hover, animation and pressed state of the carousel card. Giving the users a clear indication of what shoe has been released and what is upcoming.
Sticky Shop Button
Introduced a Sticky Shop Button at the bottom so users will be able to enter the Shoe Product Page at any time.
Cross-Platform
The new experience page was launched on 3 platforms, Desktop, Mobile Web, and iOS. Modifications were made to follow its design system.
Impact
Increase in Views on Web (launch week)
An increase of page views by 218% on Web.
Increase in Visits on App (launch week)
An increase of page visits by 129% on App.
Total Views from Initial Launch
A total of 2.6M views after one month of launch.
Views on Product Page
1,594,885​ views on the BlissFeel Product Page on Footwear Experience Page 2 and organic sources.
Shoe Sales
Selling 51.8K pairs of shoes online (~$7.1M)! after one month of launch.

Other Work

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User Research
User Interview
Usability Testing
User Experience
Design Strategy
Web Design
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UI/UX
Prototyping
iOS Design
Interaction Design
Usability Testing
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