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Redesigning Lululemon's Online Purchasing Process
Project Engagement
Lululemon needed urgent help in four areas for improvement:
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Parity of e-commerce features with their competition
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Restyling of online channels to align to current market expectations
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Diagnosis of increase sales at brick-and-mortar vs. online despite the opposite trend in their industry
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Diagnosis and solutions for poor performance in e-commerce revenue, both desktop and mobile versions
This case study covers the last point.
Challenge
Lululemon, a leading athletic apparel brand, was experiencing a significant revenue gap in their e-commerce channels, with particular problems for mobile: While mobile visitors comprised 42% of all online traffic, they only accounted for 26% of total online revenue, resulting in a shortfall of $216 million.
Solution
This project aimed to identify and address usability issues within Lululemon's mobile purchasing process, ultimately increasing conversion rates and revenue.
Role
UX/UI Consultant (for AIM Consulting)
Tools
Sketch, Adobe Creative Suite CC, Abobe After Effects, InVision, Adobe Analytics, UserTesting.com, WAVE, AXE, Lighthouse, Colour Contrast Analyzer, UserZoom
Team
UX/UI Consultant and Project Manager, variable number of analytics specialists, e-commerce managers, staff UX designers, senior management
Timeline
January 2018 - June 2018
Methodology
Data Analysis
Compared to industry benchmarks, there were performance problems with both Product Discovery/Selection, and the Purchase Funnel, with some extreme deficits in the Mobile channel. I utilized Adobe Analytics to evaluate the entire e-commerce purchase funnel and identify potential drop-off points.
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The in-house e-commerce team responsible for the web and mobile designs in question had been sacked, so were unavailable for retrospectives.
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Lululemon had a dedicated web Analytics team, but they were newly constituted, and requested outside consultation help.
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I started with a detailed analytics (Adobe Analytics) evaluation of the entire e-commerce process. The methodology was validated by the company team.
Details:
Heuristic Evaluation
Conducted an in-depth 80+ point heuristic evaluation of the mobile checkout process, pinpointing areas for improvement based on usability best practices.
The findings were mapped to the steps in the process to identify common problems and specific faults that may explain the performance deficits.
For each step in different purchase paths, the heuristic findings were identified in the corresponding locations on each page, along with the analysis information for reference. This was used as the basis for formulating hypotheses, creating A-B tests, concepting alternative solutions, and validation feedback with end-users.
A/B Testing
Formulated and executed A/B and multi-variant tests to analyze user behavior and identify checkout performance bottlenecks
Multiple hypotheses were created in collaboration with the broader team, sometimes multiple hypotheses for each issue, with each hypothesis worked out into at least one A/B test. Here is an example:
User Research
Planned and executed user research studies to gain first-hand insights into user experience within the mobile app.
Competitive Analysis
In conjunction with the program to reach parity with key competitors, interpreted insights from external e-commerce case studies to identify successful design solutions.
Design & Prototyping
Created wireframes, checking against user personas, and compiled accessibility test reports to guide the redesign process. Developed detailed design specifications for both desktop and mobile UI/UX enhancements.
Results
Revenue Growth
As a result of implementing the redesigned purchase process, online revenues increased by 45% within one year.
Improved User Experience: The redesigned mobile checkout process addressed usability issues, resulting in a smoother and more efficient user experience.
Closing the Revenue Gap
As a result of implementing the redesigned purchase process, online revenues increased by 45% within one year.
Improved User Experience: The redesigned mobile checkout process addressed usability issues, resulting in a smoother and more efficient user experience.
Closing the Revenue Gap
By optimizing the mobile channel, the revenue gap between mobile and desktop traffic significantly narrowed.
Tools & Technologies
Design & Prototyping: Sketch, Adobe Creative Suite CC, After Effects, InVision
Analytics: Adobe Analytics
User Research: UserTesting.com
Accessibility Testing: WAVE, AXE, Lighthouse, Colour Contrast Analyzer, UserZoom
Key Learnings
Mobile-First Optimization: Prioritizing mobile user experience is crucial for capturing the evolving online shopping behavior.
Data-Driven Design: Utilizing data analytics provides valuable insights to inform design decisions and enhance conversion rates.
Iterative Testing & Refinement: A/B testing and user research are essential for identifying and addressing user pain points throughout the design process.
Mentorship & Collaboration: Effective communication and collaboration between designers, developers, and e-commerce teams are instrumental in project success.
This case study demonstrates the significant impact of a well-designed mobile purchasing process on e-commerce revenue. By combining data analysis, user research, and iterative design with a focus on usability best practices, mobile conversion rates can be significantly improved, resulting in increased sales and customer satisfaction.
Projekt 253
Principal UX Architect
January 2023 – March 2024
As Principal UX Architect, I researched user goals, objective processes, design operations management, and information structures for local clients in the technical recruiting industry. I was curious about the specific challenges faced by recruiters, leading to the development of solutions that improved efficiency and user satisfaction. I developed concepts and interactive prototypes for mobile and desktop applications tailored to industry-specific needs.
Primary Software Tools: Figma, Miro, ZeroHeight, Affinity Suite, Abobe After Effects, Colour Contrast Analyzer, WordPress CMS, UserTesting.com
Old City Web Services
General Manager and UX/IA
November, 2002 to December, 2004;
