lululemon Wanderwell
Project Context
In lululemon's earliest stores, they often had physical cork boards in their stores that guests would use to post events and sign up to events. lululemon Wanderwell is a visionary concept that functions as a guest's digitized, personalized community wellness events cork board. I worked across both my Thoughtworks product team and lululemon's Digital and Omni Futures team in developing the concept.
Role & Timeline
Duration
Fall, 2023
Team
PM, Research and 2 Engineers
Role
Product design and strategy
Business problem
Engaging between purchases
The business outcome we were focused on was how to increase a guests lifetime value. Guests would often use the lululemon app to purchase products, and in-between purchases they wouldn't engage with the app whatsoever. lululemon wanted to explore opportunities to re-engage guests in between their purchases.
Concept Validation
Our team's goal was to take a handful of concept spaces that lululemon had garnered signal around through past studies, e.g., a secret lululemon club, and a map of wellness activities in your area... and arrive at one, validated concept prototype that we could then beta test in key markets.
Research
Our team structured our research into 3 iterative sprints. We started broad with a generative, low-fidelity sprint, and then used insights from each sprint to persevere, pivot or park key features of each of the concepts. In total, our research included 50 participants, primarily via methods like user interviews, surveys and in-person wizard of oz testing.
Outcomes
Beta testing in key markets
Our Wanderwell prototype was built and shipped as a beta test to major U.S. markets, including Miami and New York. The success metric we used for the beta test was to benchmark Wanderwell against the current Classes feature in the lululemon app, which guests interacted with ~2-5% of the time. If we could show that Wanderwell was being engaged with significantly more often than Classes, then lululemon would consider replacing it with Wanderwell.
We secured a patent for the daily pulse interaction, which was designed to engage guests and collect data on their preferences.
Personalized categories, curated by lululemon ambassadors, was scoped in for the beta test.