Contributions: Lead Strategist

• Concept Development and Research: Mapped Lululemon’s Customer Decision Journey from discovery to post-purchase, using interviews to uncover motivations, emotions, and key touchpoints. Highlighted strengths and opportunities to enhance engagement and optimize the overall customer experience.

• CDJ Organization: I organized the journey by funnel stages, highlighting brand interactions, strengths, and areas for improvement, with a focus on enhancing emotional connections and optimizing the overall customer experience.