Lululemon — 2024

Revitalizing lululemon's Reviews

Role

Product Design

Timeline

June - Oct 2024

Team

2 Designers,
1 Product Mangers

Skills

Product Design,
Strategy

Overview

Lululemon's product review submission process had a 53% drop-off rate after the first step.

The multi-step web flow forced guests through unskippable pages, asked inconsistent questions between web and app, and included outdated fields with no bearing on the current product experience, all while missing the size and fit details shoppers relied on most.

Solution

As lead designer on this workstream

I redesigned the submission flow into a single-page experience with clear required vs. optional questions, standardized fields across platforms, and added the granular fit data guests actually wanted reducing friction while improving the quality and consistency of review data.

The Problem

Partnering with UX Research

Had surfaced what actually drives trust in reviews: detailed, authentic content, social proof, and above all the ability to find reviews from people with a similar body type and size. That insight became the north star for what data the submission flow needed to collect. But the existing flow worked against it:

Insight 1

53% of guests dropped off after the first step of the multi-step flow

Insight 2

Question order was contextually confusing and some fields like body type and "where I wear my gear" were not displayed

Insight 3

Web and app asked different questions, so reviews rendered inconsistently across platforms

Insight 4

Required and unskippable pages forced guests through the entire flow just to leave a rating