Role: Lead Creative and Research Strategist

• Concept Development: I crafted a visually captivating Customer Decision Journey (CDJ) for Lululemon, focusing on the consumer experience from brand discovery to post-purchase engagement. This involved in-depth discussions with three individuals who interacted with the brand in the past year, exploring their motivations and experiences.

• Research and Insights: I conducted comprehensive interviews to gather insights on the customer journey, examining factors that influenced awareness, interest, consideration, purchase, and post-purchase activities. I analyzed brand touchpoints, emotional responses at each stage, and external influences such as reviews and social media engagement.

• CDJ Organization: I organized the CDJ by mapping out specific funnel stages, highlighting key brand interactions, and identifying strengths and areas for improvement within Lululemon’s customer journey. This included considerations for enhancing emotional connections and optimizing touchpoints.