lululemon athletica

2023 - Audience Research

The Ask

lululemon athletica’s Futures Innovations teams wanted to understand how gaming lenses could be applied to their perspective about fitness and well-being, imagining futures beyond “gamification.”

My Role

• Conducted interviews with gaming professionals and additional desk research to learn about various game design and experience principles from multiple POVs

• Conducted and analyzed interviews and surveys with customers about various gaming, fitness, and wellbeing behaviors and their motivations

• Compared various behavioral and design-centric models for relevance in a fitness and wellness environment

Impact

• A nuanced model for understanding motivations by using gaming behavior as an illustrative analogy

• Thought-starters for their research and product teams, enabling further iteration and development