Lululemon — Ayano Elson's portfolio

Senior UX Director
Lululemon
dotdotdash

e-commerce concepting, prototyping and deck design

I partnered with dotdotdash to design an always-on digital hub for Lululemon’s Live Like You Are Alive platform—built to evolve across campaigns and turn storytelling into shoppable engagement.

Led research—personas, journey maps, and competitive analysis—to define the IA, wireframes, and site flows that make navigation effortless for diverse audiences
Created a modular, content-rich system that showcases editorial, community, and product side-by-side and adapts quickly to new launches
Prototyped and ran usability tests; iterated to improve comprehension, reduce friction, and clarify paths from inspiration to product
Activated community: integrated community-driven content and lightweight personalization to deepen engagement and repeat visits
Aligned creative ambition with technical feasibility and Lululemon’s broader brand strategy to deliver e-commerce patterns that convert and scale
Designed an experience that increases interaction while supporting business goals—without sacrificing clarity or craft

Want the walkthrough? ayano.elson@gmail.com