Homepage

The homepage went from being a visual menu of product categories into a collection of jumping off points that were actionable, customized and tailored to where the guest was located.

Interconnected Stories

Ultimately, we never wanted guests to reach a dead-end. So instead of singular-focused pages divided by product category, we created broader, interconnected stories. Most inspiring was that not every page had to sell product. If it told a great story, educated a guest or motivated them to be better, that was just as meaningful as putting an item in a shopping cart.

Ambassadors

Ambassador pages became places where local lulu gurus could promote their own businesses, routines, training and talk about the lululemon products they used themselves.

Responsive

Ambassador Detail Page

Feature Detail Page

Product Detail Page

Product pages became fashion lookbooks that told the story of why a product was developed instead of just listing features and specs.