Website
By far the most freeing part of the project as a whole. This is where most of my best work comes from in my humble opinion.
Below i will attach an image of each lululemon official website page I redesigned, along with my unkind thoughts concerning them. After this, I will show my initial plan for each page, then my final product.
Home Page
Automatically overwhelmed. There is way too much here, and it makes the website seem tacky and desperate. Why is half of the already-too-long homepage advertising new arrivals/featured items? I don’t want to see the same items for this long. “Everything but the green jacket.”…What does this mean? And why is it relevant enough to split up the featured tennis items? Just remove the “Play with ace in your veins.” section and skip to the content on the. third and fourth pages. This is unnecessary. Again, there is just too much on this page.
My main goal with the homepage was to simplify it. I was overwhelmed looking at the original page, especially the way it was composed, and could not stand looking at it unless I zoomed out. In my mind, there are only 4 main sections I need to see on a clothing website’s homepage; new arrivals (can be substituted with featured items), best sellers, trending items and, specifically to lululemon, a “shop by activity” section that is easier to find and access. Lululemon’s website has a section where customers who are “new to lululemon” can find a sort of guide or proper introduction to the website and online shopping with the company. I was under the assumption that that is what the home page is for. It should be equally accessible and digestible to both newcomers and returning customers.
Ultimately, I changed the composition slightly and removed the bestsellers section, leaving the homepage with new arrivals, trending items, and shop by activity sections.
'Shop Women's' Page
The women’s shopping section was by far the most offensive page I have ever been on throughout all my years on the internet thus far. Ever. It is once again filled to the brim with content I do neither need nor want to see. Again half of the page is taken up by promo for new arrivals. When you click the ‘Women’ tab at the top of the page, it will take you to the page shown in the first two attachments. If you want to shop all women’s clothing and items in a way that isn’t obnoxious, you have to click the circled area in the third attachment above. I do not understand why the ‘Women’ tab at the top does not do this. The page shown in the first two attachments frustrates me. If you want to shop skirts, dresses, etc., you can find all of those options and more in the drop-down menu shown in the third attachment. In my opinion, the ‘Shop all women’s’ page is obviously not impossible to find but still too hidden, and this page would annoy me less if it was promoted a little more. Anyhow, when you get to the final attachment, it is once again frustratingly detailed. Shop by colour is unnecessary, along with shopping by inseam, features, and climate. If someone wants clothes that suit a colder climate, they will know to search for items like jackets, hoodies, snow pants, etc. I believe this website is creating nothing-burger problems to solve, and treats its customers like they need to be spoon-fed every last hyper-specific desire.
For this page, I originally wanted to completely eliminate the first ‘Women’s’ page, and skip right to ‘Shop all women’s’. There would be a membership offer, promoting account sign up, and each section of clothing (i.e. shirts, pants, skirts, etc.) would have their own section. This page was also going to include a filter option that let you sort by featured items/new arrivals, highest to lowest pricing, lowest to highest pricing, and top rated.
Ultimately, I scrapped the filter idea (that would go on the ‘Shop all women’s’ page) being on this page. I also drastically changed the composition for the page since there was no space for my original idea, and it seemed too predictable anyway. There is a promotion to shop all women’s items at the top, bestsellers underneath that, and each section of clothing sorted into six categories below that. At the bottom of the page is an advertisement for the membership.
'Shop Golf' Page
I chose to design a ‘shop by activity’ page, and decided to go with golf. There is no dedicated golf page; to shop golf-related items or clothing, you have to access them through either shopping men’s golf or women’s golf. This isn’t horrible, but I believe a page before these that gives you general access to universally used golf items before specifying what the customer needs would be more helpful to the customer.
My plan for this page was to make a general golf page, with buttons to take you to men and women’s golf clothing, as well as a general golf accessories area.
I slightly changed the composition of the final page, but it mostly stayed very similar to my original idea.