Driving Digital Experience Innovation Everyday The Challenge Case Study Lulu Guinness, the London based bags, shoes, and accessories company celebrates its 30 year anniversary by continuing to develop and launch a range of products that are a mixture of playful and functional. Before things could get very far, the digital team ran into some obstacles. They’d come up with a fun concept to test, and quickly hit a wall. Dependent on external agencies to code interactive and storytelling experiences for the website, it would take weeks and thousands of pounds to try something new – that is, if it could be done at all. Tayyaba Malik, Head of eCommerce at Lulu Guinness explains, “We’re an ambitious company with a clear view of how we want to interact with our customers online. However,

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