How might we show the impact of product innovation through visual storytelling?
COMPANY
lululemon
PLATFORM
Web
ROLE
Lead Designer
YEAR
2024
A high-impact landing page for a purpose-driven campaign that celebrates human potential. As the lead designer, I worked closely with product, engineering, and brand to craft an experience that blends emotional storytelling with scientific credibility, driving both awareness and trust.
RESULTS
48% bounce rates
14% scroll depth
167% engaged time
More than just a pair of 25" black leggings.
The task was to design an experience that could bridge an emotional gap between a brand that's known for their yoga pants and its emerging focus on high-performance innovation. The core problem: While lululemon leads in the athletic apparel industry, it lacks the storytelling to build trust and credibility in performance wear.
Run Further was a campaign and research study that showcased how women could perform at their best when given the same level of innovation typically designed for men. My role was to translate that ambition to a digital experience that felt human, credible, and inspiring.
Balancing immersive visuals with system and speed.
One of the biggest challenges with this project was balancing the need of a highly visual, immersive digital experience with limited time and technology. I leaned heavily on our existing design system to ensure efficiency and consistency, while also extending core components with variants when needed. This allowed us to maintain brand cohesion while still pushing boundaries of what the system could do. I also collaborated closely with engineering early on to test the feasibility of our ideas, while also identifying where we could add visual richness without adding technical debt.
Prioritizing features with content.
Bringing this story to life relied heavily on content being the primary driver of engagement–from athlete storytelling and behind-the-scene narratives. I worked very closely with the brand team to shape a content strategy that felt both emotionally powerful and strategically aligned with the campaign goals. I also ensured that all assets met web standards for responsiveness, accessibility, and performance. This helped us maintain design integrity across devices while preserving the richness of the storytelling.
Adding a clear path to purchase.
The homepage and PDP account for 82% of overall site traffic, and previous data have shown that users who were exposed with educational content were 3x more likely to convert. To support this, we designed the page to also be a strategic entry point into the purchase funnel by adding links to the collection and the individual PDPs. We also added campaign entry points on these pages to drive discovery and ensure product education is woven throughout the user journey.
Key Results
Bounce rates reduced by 48%
Increase of +14% in scroll depth; meaning the page structure and contents encouraged users to scroll and learn more
Engaged time increased by 167%, from 15 seconds to 40 seconds
Partners in this work.
Product
defined the strategic goals and helped prioritize to ensure user needs and business impact were met
Engineering
assessed feasibility, build component variants and ensure we have a smooth implementation
Brand
helped shape the visual tone and storytelling to ensure the page aligned with campaign's creative direction
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