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Rethinking the LuluLemon app to improve discovery and help users confidently take the next step in their movement journey.
Team: 3 UX designers (Hillary McLean, Jennifer Yaya Falanga) + UX advisor (Josie Artale)Scope: 4-day sprint
Overview
The Lululemon team invited us to explore how their digital experience could better support users beyond the point of purchase.
Lululemon is known for its strong community and premium athletic apparel. The brand has built a loyal customer base around the idea that fitness, mindfulness, and lifestyle are interconnected experiences rather than just transactions.
The keyword for this project was personalization. We explored how the mobile experience could better support users find and personalize already-existing but hard-to-discover community content.
Evaluation
With Nielson's 10 usability heuristics, we evaluated the task flow of finding and completing an online class. We found issues with discoverability and dead ending. The classes were difficult to find, and the infrastructure for users to search for interest-based classes was nonexistent.
The app primarily focused on browsing and purchase. While shopping is the brand's primary goal, there is an opportunity to increase brand engagement by connecting experiences with product.
User Needs & Opportunities
The current experience lacks initial guidance and ongoing discovery support.
New users are dropped into a product-focused interface without context, while existing users have limited ways to discover relevant classes or experiences that align with their movement goals.
How might we make it easier for users to find the right classes, products, or content so they know what to do next and feel confident using the app?
Onboarding & Personalization
We found an opportunity to introduce an onboarding experience paired with adaptive discovery, so users can receive personalized content within the app.
We also replaced a mostly-empty page in the navigation with a new Connect page featuring a personalized and localized feed, so users are continuously recommended new classes based on their goals, ongoing progress, and behaviour.
Finally, we improved class navigation, adding sorting and replaced the dead ends at the end of classes with redirection for more exploration.
Highlighted Changes
No onboarding → Lightweight, intent-based onboarding
Redundant Store page → Robust Connect page
Members & Settings → Added personalization & localization
Generic browsing → Continuous behaviour-informed recommendations
Manual filtering → Smart filters aligned with user goals
No clear next steps → System guides progression & supports decision-making
Outcome & Learning
This project highlighted a key learning: good UX removes friction, but great UX guides both usability and brand engagement.
Lululemon already offers strong content and products, but without structured discovery and personalization, users are left to navigate on their own. By introducing onboarding and adaptive guidance, the experience builds trust, engagement, and brand loyalty—not just one-off purchases.
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CityScout—Walking app supporting curious, lightweight discovery for casual urban explorers.
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