Sharpen 100-Day Design Challenge — Day 1
Overview
Duration: 180 minutes
Methods: Analytics review, Design iterations, Eyetracking
Tools: Semrush (Data analytics), Figma (Quick prototyping), Realeye (Eyetracking)
Business goal: Lululemon prioritizes inclusion in its technical athletic apparel design brand.
Design goal: Design a translation tool for Lululemon to enhance users’ engagement worldwide and help the business expand to the international market
Problem
To takeaway: It takes 3 steps to get users find where to translate the text in the site. This can cause frustrations for the customers.
(1) The home page of Lululemon does not have a translation tool on the top taskbar menu.
(2) There is an option for choosing countries or regions at the bottom of the page, above the footer navigation menu.
(3) After searching for countries, the language-translation tool pops up.
To minimize the fractions that can occur, I came up with the proposed solution and tested it with the users after that.
Proposed solution
Adding the translation tool on the top of the home page helps bring values to both users and business.
- Customers feel comfortable to find info that they need in their own languages.
- Lululemon can localize their brand in different countries.
Design process
RESEARCH
Analytics Review
I used analytics review to explore where the users visit the site from so I could create an expanded translation tool efficiently.
Insights: Besides the US, users who visit the site come from other countries like Germany, Japan, Netherlands, France, Korea, Ireland and more. The translation needs increase. So, prioritizing translation tool on the top benefits both customers and the shop.
DESIGN
Iterations
By focusing on the main goal, I iterated 2 main features:
(1) Easy-to-see language tab
- What: It is located on the top right.
- Why: Users can see it at the first glance while visiting the site.
(2) Flexible language drop down menu
- What: It has more options so that users can choose their mother languages to read.
- Why: Users who do not understand
Here are more details of the key features’ iteration:
- Translation tool prioritization on the top taskbar menu provides customers the comfort to read in their languages.
- Flexible choice language menu “Other” gives customers more translation options.
Insights: Making meaningful changes based on what both users and the business are looking for is more vital, especially with limited time constraints.
TEST
Eye tracking
I chose eye tracking to check the areas of the site that users focus the most. By testing 3 participants quickly, I ensured the translation tool being put on the top right so users can benefit.
Insights: To prevent bias while testing the design, I invited 3 participants who come from different backgrounds and demographics.
* A family member
* A friend who does not come from a design background
* An available LinkedIn connection who does not come from a design background
Reflections
Within a 3-hour design sprint, I was humble to quickly learn to adapt to the problem and figure out why the translation tool is important for both customers and the awesome shop — Lululemon. If there was an opportunity to work directly with the store, I would continue the next steps:
- Doing more user interviews and user testing to ensure the design is beneficial for the users
- Running A/B testing and KPI (Key Performance Indicator) performance to increase the users’ engagement with the shop’s site
Thank you for your reading. Please do not hesitate to reach me out if you have any questions or collaborate in any design projects. I am excited to learn from you. Also, please “comment” or “clap” to help me more motivated to share exciting ideas. Thank you! 😊
Please let me know how you know me so I can respond as quickly as possible. I cannot wait to hear back from you! Here is my email: thythanh1201@gmail.com
Disclaimer: The design is my practice and idea. It does not belong to any companies’ property.
