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.
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Led research—personas, journey maps, and competitive analysis—to define the IA, wireframes, and site flows that make navigation effortless for diverse audiences
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Created a modular, content-rich system that showcases editorial, community, and product side-by-side and adapts quickly to new launches
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Prototyped and ran usability tests; iterated to improve comprehension, reduce friction, and clarify paths from inspiration to product
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Activated community. Integrated community-driven content and lightweight personalization to deepen engagement and repeat visits
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Aligned creative ambition with technical feasibility and Lululemon’s broader brand strategy to deliver e-commerce patterns that convert and scale
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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