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Desktop Version

Overview

Discover usability issues based on three user goals on the desktop version of Lululemon’s website.

\We conducted a heuristic evaluation based on Nielsen’s 10 Usability Heuristics. For this study, we considered both existing users and new/prospective users.

Timeline    Oct 2021

Duration    4 weeks

Tools

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NIELSEN’S USABILITY HEURISTICS

1. Visibility of system status

2. Match between system and the real world

3. User control and freedom

4. Consistency and standards

5. Error Prevention

6. Recognition rather than recall

7. Flexibility and efficiency of use

8. Aesthetic and minimalist design

9. Recognize, diagnose, and recover from errors

10. Help and documentation

User Goals

New/Prospective Customer

1. Purchase products online.

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  • Go to the Lululemon website.

  • Browse the products.

  • Find items.

  • Find the correct size.

  • Add items to cart.

  • Edit the cart or Delete unwanted items in the cart.

  • Create a new account or purchase as a guest.

  • Fill in the information.

  • Confirm your order.

  • Pay.

  • Track package.

2. Check store location and hours.

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  • Go to the Lululemon website.

  • Find “Store locator”.

  • Type in your postal code.

  • Select the store.

  • Check the hour and address.

Existing Customer

3. Return a product online.

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  • Go to the “Customer service” or “Help” section.

  • Find the “Returns”. 

  • Read the return policy.

  • Select items to return.

  • Submit return.

  • Print return label.

  • Check the return status.

Scenario 1

New/Prospective Customer

Ana has never shopped at Lululemon before but she has heard many great things about the brand from her friends. She wants to purchase some new activewear and decides to check out some of Lululemon’s products online.

Task 1 

Browse products on the Lululemon website and make purchases.

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Scenario 2

New/Prospective Customer

Jenny wants to go to a Lululemon store in person during Covid-19. She would like to check the store’s hours and location before she goes.

Task 2 

Check store location and hours.

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Scenario 3

Existing User

Ken bought new pants for his girlfriend, but it does not fit her. He wants to see if he can return the pants online.

Task 3

Return a product online.

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Summary of Findings 

Strengths:

Overall, Lululemon’s website did well on heuristics

1. Visibility of system status 

4. Consistency and standards

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Improvements:

Lululemon could improve brand awareness by making its “About Us” page more visible. It is not user-friendly for new users. We think that these usability heuristics could be improved:

2. Match between system and the real world

3. User control and freedom

10. Help and documentation

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