lululemon
lululemon future-state global commerce experience with regional relevance
lululemon partnered with our team to explore how its digital commerce experience could evolve for younger, globally diverse audiences while maintaining its premium brand identity. As shopping behaviors shift toward mobile-first, socially influenced, and personalized experiences, we created future-state concepts focused on more localized, intelligent, and emotionally engaging customer journeys across international markets.
I worked across two key focus areas: designing future-state global commerce experiences centered around personalization and localization for regional markets such as Asia, and designing “Shop by Activity” story pages that transformed product discovery into more curated, lifestyle-driven browsing experiences for activities like running, tennis, and training.
TEAM
Sharon Jia, Sara Alloy, Kristina Lakeway, Rachel Lekherzak
TIMELINE
1 week
MY ROLE
Conceptual Design, Branding
THE OPPORTUNITY
To help lululemon remain competitive and continue expanding globally, our team explored future-state conceptual designs focused on creating more personalized, localized, and emotionally engaging shopping journeys.
Changing consumer behavior presents new opportunities for global brands to capture attention and drive revenue through personalized, mobile-first experiences. Younger audiences increasingly discover brands through social content, peer recommendations, and curated digital experiences rather than traditional e-commerce browsing patterns.
The goal was to reimagine how lululemon could deliver a premium digital experience that felt globally consistent while remaining regionally relevant across international markets, particularly in Asia. Our vision was to help lululemon set the global standard for digital shopping by improving relevance in key markets, enabling continuous innovation, and creating scalable experiences that balance centralized brand governance with local flexibility. We believed lululemon’s digital experience should feel as elevated and intentional as the products themselves.
DESIGNING FOR LOCAL
We designed future-facing conceptual explorations to envision how lululemon could evolve its ecommerce ecosystem to better support regional relevance while maintaining a cohesive global brand identity.
One of the key opportunities was exploring how lululemon could feel more culturally connected in markets like Korea and broader Asia while still preserving a globally recognizable brand experience. We explored how personalization could extend beyond simple product recommendations into a fully localized shopping journey through:
Regional imagery and styling direction
Local language and culturally relevant messaging
Market-specific merchandising and promotions
Hyper-localized trending products
Seasonal and cultural campaigns, such as Lunar New Year collections
Community-based content and regional event promotion
OPPORTUNITY
Changing consumer behavior presents new opportunities for global brands to capture attention and drive revenue through personalized, mobile-first experiences.
Younger audiences increasingly discover brands through social content, peer recommendations, and curated digital experiences rather than traditional ecommerce browsing patterns. Research showed clear shifts in shopping behavior:
FINAL DESIGN
Key recommendations
Designing for localization & regional relevance
One of the key opportunities was exploring how lululemon could feel more culturally connected in markets like Korea and broader Asia while still preserving a globally recognizable brand experience.
We explored how personalization could extend beyond simple product recommendations into a fully localized shopping journey through:
Regional imagery and styling direction
Local language and culturally relevant messaging
Market-specific merchandising and promotions
Hyper-localized trending products
Seasonal and cultural campaigns, such as Lunar New Year collections
Community-based content and regional event promotion
SOLUTION 2
Personalized recommendation & curated styling
We explored recommendation systems that could function more like a luxury retail stylist, surfacing curated outfits and products based on customer behavior, past purchases, regional trends, and activity preferences.
The experience included:
Intelligent outfit recommendations
Personalized product assortments
Curated “closets” inspired by creators and influencers
Interactive outfit builders designed to encourage discovery and upselling
SOLUTION 3
Inclusive & adaptive shopping tools
We also explored ways to reduce friction for international shoppers through more adaptive and inclusive shopping tools. These features helped customers shop more confidently, especially in markets where sizing standards and fit expectations vary significantly.
Features included:
Country-specific sizing comparison systems
Inclusive and customizable models to better visualize fit
Personalized fit guidance
Localized product education and recommendations
OUTCOME
The conceptual work established a vision for how lululemon could evolve into a more intelligent, globally scalable, and culturally relevant digital commerce experience.
By combining personalization, localization, and editorial storytelling, the experience aimed to strengthen engagement with younger audiences while supporting international growth. The project also demonstrated how a global brand can maintain consistency while still creating experiences that feel distinctly local, immersive, and emotionally resonant.
ADDITIONAL WORK