Client: 

Lululemon


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

Project:
E-commerce web



Design for Ellevest, Ernesta, Daily Harvest, and you next. <3


Interested in working together?
Write me at ayano.elson@gmail.com.


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