Deliver on a pitch for lululemon’s .com redesign RFP that captures their local community focus and individual performance.
MY ROLE — Sr. UX Designer supporting the pitch with concept development and IA recommendations.
OUTCOME — We designed a concept for their website that focused around a campaign called “To be…”. Mindfulness in the context of lululemon is about the individual as much as the community. So the phrase "to be ____" came around. On it's own "to be" described the heart of meditation and a life in peace—simply being. At the same time it extended into many more aspects of the brand such as "to be happy", "to be running”, and "to be healthy”. The concept resonated but they ended up choosing a local shop for the work.
CONTEXT — lululemon was looking to redesign their .com at a time when we had been courting them for a while. I got involved at the point when we needed a big idea and worked together with two other designers. We took several days and dove deep into trying to understand the meaning behind a company like lululemon and where they were headed. We looked at how to mix local exclusivity, the aspirations for well-being of each individual and the strong sense of community that lululemon built through yogi's all over.
WHAT I DID — I was part of coming up with the idea of “To be” as well as how that should be executed on in design and the pitch deck itself. This meant minor IA work, writing for the deck as well as the screen designs themselves.