How might we guide users toward meaningful gifts they feel good about giving?
COMPANY
lululemon
PLATFORM
Web & iOS
ROLE
Lead Designer
YEAR
2024
A simple, intuitive quiz to guide users closer to meaningful gift choices. As the lead designer for this project, I led and designed the entire experience from 0 to 1, while working closely with cross-functional partners to ensure recommendations felt curated and useful, and that the experience could evolve beyond the holidays.
RESULTS
45% completion rate
33% bounce rate
26% ATC
The biggest barrier with gift giving is not being able to find the right product.
The majority of site traffic during the holidays comes from new users searching for gifts, but most leave without making a purchase. About half of these users felt overwhelmed by the number of options and found the existing gift guide unhelpful. This friction led to high bounce rates, low retention, and ultimately, lost revenue.
Among those who did convert, a large portion opted for gift cards as they're seen as "safe" but impersonal choice. With unused gift cards becoming a financial liability, it was clear that the existing experience wasn't meeting users' emotional or decision-making needs.
As my work is under NDA, I can't share with you all the details here but I would be more than happy to chat alongside my overall experience with you in an interview.
The team who made this possible.
Product
to ensure the product comes to life and navigating through stakeholder reviews
Engineering
for building this product from ground zero
User Research & Analytics
collaboratively gathering the right insights, running UXR studies and A/B tests
UX Writer
to craft clear and conversational copy that guides users through the experience
Data Science
help shape the product recommendations
Merchandising & Marketing
help minimize the risk of users getting null results
Motion & Brand Designers
ensure the UI elements align with brand guidelines
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