AUG 2022 - DEC 2022
The Work
Consulting project through Berkeley Innovation, UC Berkeley's human-centered design consultancy.
The Team
Kelly Liu
Sunny Park
Jayna Wu
Sarah Suen
Skills
UX Research
Contextual Inquiry
User Personas
User Journeys
Tools
Figma + Figjam
DISCOVER
1
Context
Since the pandemic, the landscape of Lululemon stores has evolved. As a result, educators – Lululemon's retail store employees – have had to adapt to new technologies, responsibilities, and processes.
Improving educator experiences means better serving guests!
Our task was to understand the responsibilities and day-in-the-life of Lululemon's retail employees and analyze where there are opportunities for an improved experience.
OUR FOCUS
How might we better understand all the educators' roles, activities, and what tools or technology they use?
INVESTIGATION
2
User Research
RESEARCH METHODS
User Survey
Understand user sentiments in a
quantifiable and comparable way.
Contextual Inquiry
Observe and speak to educators in-store in their daily environment.
User Interviews
Identify differences in experiences across educator groups.
MAIN RESEARCH GOAL
Understand how educators use technology, what pain points they experience, and how their usage varies across different roles and responsibilities.
SYNTHESIS
3
Affinity Mapping
Technological Pain Points
Technological Positives
Training
Sentiments towards Lululemon
We grouped data based on four main topics:
... and then identified subthemes and trends!
4
Prioritization Matrix
We arranged educator needs based on:
Priority
how important is it for educators to complete their jobs
Feasability
how easy it is for Lululemon to meet the educator need
FINDINGS
5
Key Insights
Outdated Hardware
Outdated hardware prevents educators from completing their duties and reaching their maximum productive potential.
Informational Overload
Educators face informational overload during onboarding, communication with corporate, and on the job.
Self-Reliance
Stores function like a self-sufficient unit, preferring to rely on their own store community instead of general resources.
Community
Community is key to educator satisfaction and communication for educators to effectively serve guests.
Hands-On Training
Educators are more likely to remember learning through in-person interactions and shadowing current educators.
Transparency
Educators need more structured transparency when communicating
their responsibilities to one another.
6
Reflection
Through this project, I learned that research requires immense dedication and constant inquiry into the behaviors or answers of users. There are often underlying factors that contribute to how a user is sharing information, as well as subliminal reasonings that take time to understand and uncover.
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It's important to constantly question your methods, be open to changes in the research process, and create an environment where users feel comfortable to share their true sentiments.
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This experience gave me so much insight into UXR methods and strategies, and I'm so thankful for my team and the awesome clients!