Lululemon Mind
Client:
Lululemon
Project Type:
Group Concept Project
Timeline:
2-week Sprint
Brief:
Create a native mobile app for athletic apparel brand Lululemon, offering customers a way to track their health data and book participation in brand events.
My Role:
UX Researcher & Designer
My Process:
Business Analysis, Competitive Analysis, Screener Survey, User Interviews, Usability Testing, Feature Prioritisation, Design Studio, Ideation and Usability, Rapid Prototyping, Testing, Accessibility
Project Overview
Concept two-week sprint creating a native mobile app for athletic apparel brand Lululemon, offering customers a way to track their health data and book participation in brand events. Through extensive user research with Lululemon's target customer base, we found that many were dedicated yogis and associated the brand with this practice. Yoga wasn’t considered just a physical activity, but a way of life that is best practiced off the mat, and many were practicing meditation alongside.
We designed Lululemon Mind, a mindfulness app which allows users to customise meditations based on their mood, and create their own meditations to suit their individual schedule. Together with a streak incentive rewarding users with free Lulu yoga classes.
I led the business analysis, competitive analysis, curation of the on-boarding journey and took the prototype from mid to high-fidelity, considering the full UI experience and process.
BRAND REVIEW
Site visit and competitive research
To design an app for Lululemon, we first needed to get under the skin of the brand. We conducted site visits across their London stores and a few things were clear: Lululemon was a lifestyle brand; they are not just selling products, but a healthy lifestyle for mind, body and soul. Community is key with high brand engagement and retail sales coming from their in-store yoga classes and fitness camps.
These findings opened up our competitive research from a focus on fitness apps like Nike Run Club and Under Armour, to exploring mindfulness apps, including Calm, Headspace and Simple Habit.
TARGET AUDIENCE
Who are the users?
Lululemon's target customers are educated, health-conscious and high-income women who understand the importance of an active, healthy lifestyle. They are increasingly tasked with the dual responsibilities of career and family and are challenged to balance work, life and health. We believe the Lulu customer pursues exercise to achieve physical fitness and inner peace.
USER RESEARCH
Interviews and survey
We conducted a screener survey with sixty-five respondents and followed up with fifteen user interviews in order to understand our core audience, their experiences around health and fitness, whether they practiced meditation and tasks they sought to accomplish in this space.
At the end of the interview, I chose to introduce the project and see what their thoughts were around the brand developing a health app. This information helped us to find problems to solve.
How conscious are you of your mental health?
Lots of our interviewees used meditation apps, but had reservations about a retail brand having one. They did not want an e-commerce slant to the app.
Tailored and customisable features were important when it came to health and fitness apps. They wanted it to fit around their lifestyle.
Working towards a clear goal was motivating and encouraged people to establish a routine with their app. i.e. training for a half marathon
RESEARCH INSIGHTS
Understanding the user
To synthesise our qualitative and quantitative research findings, we created an affinity map to uncover any trends in the data before formulating a persona. Our persona embodied the consistent findings from the research and user demographics, outlining key behaviours, motivations and frustrations.
An experience map helped us chart Kimberley’s typical experience from finishing work to attending a yoga class and identify the main pain points that our app could seek to help her with.
"I want to practice meditation so I can quiet my mind before yoga and make the most out of my class...I love that Lululemon have free in-store classes, but I never know when they are"
Kimberley, 26, Lead Nurse
PROBLEM SPACE
Issues found
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Kimberley can't make the most of her yoga class because she can't quiet her mind
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She finds it hard to stick to a routine with her fitness/mindfulness apps
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She never knows when Lululemon classes or events take place
DESIGN GOAL
Reframing the problem
How might we create a mindfulness app to help Kimberley relax before her yoga class, allowing her to customise meditations, track her progress and form a routine — whilst maintaining a connection with the Lululemon brand.
BRAINSTORMING
Design studio and sketches
We conducted a design studio to bring the team together and focus the design vision. We wanted to allow customisable meditations, incentivise users to build a routine and allow users to book Lululemon in-store events. Considering the two-week time frame, we built out the user flow of customising a meditation.
WIREFRAMING
Iterations and testing
As we moved on to designing the interface of the application, we wireframed the happy path of the user journey and conducted some initial user testing.
VISUAL DESIGN
Style guide
HIGH FIDELITY
The final prototype
