DFX | PDP
Problem
As a guest and educator, I want the ability to simply and playfully view and interact with product pages on a Digital Fixture and quickly identify key product attributes, so that I can quickly understand my product options or discover a new item I haven’t seen before.
As a product designer, I want the educators to use the DFX as a tool so that they can use it as part of their sales process and an educator tool for products. Also, I want the guest to hear the voice of an educator so that they have options on how to look up a product, whether it’s an educator or a digital fixture.
What educators are saying
Benefit of the DFX (Digital fixture) over BBR (lululemon retail app)
“Educators use the DFX to show larger images. BBR app too small.”
“Inventory is more accurate than on BBR”
“More engaging with guests, especially groups or families – everyone can look”
“Feels so fancy”
“Digital fixture is like one of us without legs”
“It’s like a giant BBR” advantage for Educator”
Current DFX PDP
What guests are saying
“Arrows/Buttons - touch area too small”
“Promoted featured product not standing out”
"Digital Fixture does not pair well with the in-store experience”
“Too much information and a polished layout makes it look static”
“Many guests do not know they can use it on their own. The educator has to show them how to use it.”
“Looks like the website”
“Content heavy”
“I can browse from home”
Current DFX PDP
PDP across all platforms
What’s not working
Our product is as technical as it is beautiful, but guests do not understand the technical nature and value of our products.
They want to know how a product will benefit them above and beyond technical fabric names.
We must move beyond telling customers what we think they need to know in our own lulu way--technical and focused on innovation--towards showing them what our products can truly do and unlock for them in the most human, approachable, and accessible way.
As a result, guests don’t scroll down, don’t interact with our accordions, or understand our luluism.
Supporting Evidence
Only 5% of guests interact with the WWMT accordions today. Guests browse the product images and then jump to reviews & recommendations.
As an organization, we invest in innovation and R&D to build guest-centric products that are packed with value. However, guests don’t readily understand the value of our product.
33% of guests in-store exit surveys complain that lululemon is too expensive.
Guests who came into store to get help from an educator gave us NPS 85 (and even though it’s only 3% of our guests, the absolute number is still n=1,642 guests which is a robust base size). When looking at “educator provided relevant information” metric, detractors us a net promotor score (NPS) of 26 in April whereas promoters who were provided relevant information gave us NPS 85. Product educators and relevant product education plays a big role in NPS.
Competitors
Nike
Tesla
Apple
Adidas
West Elm
Sport Check
UGG
Home Depot
Indigo
Mc Donalds
Sephora
Walmart
Commanlities
Big imagery
Not content heavy
Simple interactions
Self guided
Motion
Sources
Gartner
lululemon brand
ADA compliance
lululemon app
MVIX digital signage
lululemon web
How to Increase in-store Engagement with Digital Signage
What could this look like
This is a list of new, fun, and innovative ways to bring a product storytelling experience to the PDP.
Engage vs. Show & Tell
Demonstrate how our product innovations can unlock potential in anyone regardless of ability, identity, etc. by using real people in motion to spark a conversation with our guest
Real talk
Let’s be straight with our guests. Show what the product looks like in their life – in motion, with sweat, after 50 washes, on all bodies, etc.
Along for the journey
Choose your own adventure style experience that tailors the product information based on the guests needs.
Everybody, every color
We know our guests LOVE our colours. Let’s show our innovations in all our colours on all bodies in a GIF like format – eye catching and easy to follow.
Explain like am 5
Unleash our guests to explain in their own words why we made this in the most human way possible.
Real fit
Showing off how the innovation really fits. And how the product has evolved. Give context to the innovation – in action and in motion.
What are we looking for?
The “Oh sh*t” moment will come from our PDP experience and leaving our guests feeling like:
Omg, I must buy this now! And cannot wait to wear it.
Wow… I feel like this product is made for me.
I am so inspired… I need to get out and to do ______.
I can see myself in this product and I feel like it really aligns with my personal values.
PDP experience principles
DFX - PDP | Default screen
Inspiring
We guide and educate guests on the right choices for them. An experience that makes our guests feel like this product can be what they need it to be and help them realize their potential.
Vibrant
We support guest goals for a healthy, vibrant lifestyle. Showcase our product superiority (aesthetic, design intention, function, fit, style) and demonstrate what it can unlock for our guests and how they can achieve their goals.
Joyful
We bring joy and fun to the shopping experience. An experience that sparks joy and puts them at the center of our storytelling.
Seamless
We make the shopping experience easy and frictionless.
Inclusive
We create approachable experiences through the lens of IDEA principles. We always approach from a guest's first perspective and we want to make sure when they come to the PDP, they see themselves, feel included, and can continue to trust lululemon.
Main causes that lead to non-conversion
18% - “The item I wanted was not in-stock”
How can we help our guest
to continue shopping?
S-W-A-N
Sell What’s Available Now
$4 Billion in sales
If there is a conversion of 1%
$40 M
If there is a conversion of 2%
$80 M
If there is a conversion of 3%
$120 M
Areas to verify
Lululemon’s in-kind investment. Today, hemming without advertising costs lululemon $XX a year.
Can the hemming team handle the increase? The cost and volume of work
Verify opportunity: Are longer-length bottoms available when the shorter-length bottoms are not available? (Is this data available)
There can be a potential impact on customer satisfaction: Modified garments are not returnable. Hemming storypage may have the rules. Educator will provide the info as well.
Need further investigation with the teams that may be impacted
On the up-side
We (lululemon) did our job by understanding what our guests wanted!
There will be happy guests: getting the right size, the right colour and free hemming to get the perfect length!
In-store and digital experience can provide: Recommendations; What’s new products that match your hemming product(s); personalization comes into the picture; my closet opens the door, and many more features.
DFX - PDP | Size available
Guest is able to have the size, colour and length!
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