IDVX Authentication

Seamless Membership, Everywhere: Scalable Solutions

My Role
Lead UX & UI Designer

Team
Chris H. / Project Manager
Rob S. / Business Analyst
Terence L. / Scrum Master

Back-end software engineers (2 members)
Front-end engineers (3 members)
QA (3 members)
SheerID - verification service vendor (6+ members)

Timeline & Status
7 Months, Launched in August 2022

Overview
Lululemon offers exclusive memberships programs aimed at eligible fitness professionals and veterans. This project aimed to improve the convenience of the application process and optimize accessibility to program offerings and discounts. In partnership with SheerID’s secure identity verification services, an online platform was designed, with the customer at the heart of the user-journey and with an omni-digital strategy to enable scalable solution.

Tools Used

Project Goal

Make becoming a member of Lululemon-exclusive programs as convenient and accessible as shopping for your favourite top.

Using research insights, led the successful transition to a robust online system to authenticate memberships which not only enhanced security but also optimized end-user journeys. The program saw a threefold increase in successful applications and as a result boost in sales revenue.

Image: Sweat Collective Program landing page

Ensure Scalability

With the future in mind, developed a strong digital framework to set a foundation which can be reusable for a diverse set of memberships and adaptable to growing program needs.

Current programs utilizing the IDVX platform:

Military First Responder
program for doctors, nurses and veterans
Sweat Collective  
Program for fitness professionals and athletes
Ambassador
program - for lululemon brand ambassadors and staff
Studio MiRROR
for Studio MiRROR subscribers

Image: Ambassador Program landing page

Offer Secure Authentication

By formalizing the verification process and introducing gatekeeping via SheerID’s trusted third party services we:

Reduced security risk with protected PII of customers
Blocked fraudulent bulk buyers & resellers

Image: Application Selection

Maximize accessibility with digital innovation

By introducing a new digital system we

Increased application capacity to accommodate more than 10,000 new applicants per program
Streamlined end-user transaction journeys by removing unnecessary logistical barriers
Offered more convenient options to enjoy membership benefits in-person or online.

Deliver seamless omni-channel experience

Considered high-level integration across all systems to ensure discounts and offers are universally accessible and automatically applied across all platforms.

Accessible by all customer devices:
iOS app,
e-com website
Accessible by all staff devices
Retail POS,
mPOS,
BBR (customized lululemon software)

Discovery & Research

Use iterative design - informed by research - to continually remove barriers and create the most intuitive application journey

Leveraged user feedback from existing and new members to address pain points and anticipate a wide range of user expectations every step of the way.

User Interviews Round 1 - Existing Members

User interviews were conducted with existing members to understand general pain points with the overall program experience and gain initial insights into designing for user expectations and needs.

User Testing Round 2 - New Members

To test the integrity and objective ease of use, a set of remote user tests were conducted on medium-fidelity prototypes. These insights, coupled with the first round of interviews were then used to develop the initial wireframes of the landing page, informing the content, hierarchy of information and layout of the page.

User Testing Round 3 - General

By having several rounds of user testing we had strong confidence in the final design, ensuring that the application process was not only intuitive but also informative and rewarding.

Design Process

Develop a dynamic approach to visual branding that elevates the customer experience, driving engagement and loyalty.

Wireframes and Prototypes

At the early stages of development, low and medium wireframes were used to test out the flow of information before advancing to higher fidelity mock ups, used to carry out several rounds of user-testing. With each round of testing, we were able to improve the intuitiveness of the application flow, building confidence and improving results with each round.

Design & Branding Exploration

This initiative required close collaboration with the brand team, business team and third-party vendor (SheerID). After establishing a successful user flow, I worked closely with the brand team to develop a design direction, offering multiple rounds of exploration and incorporating feedback from all stakeholders involved.

Journey Mapping

Journey mapping served as a vital tool in aligning efforts with the retail team to maintain coherence across the customer journey. Particularly focused on touchpoints where the in-person and digital experiences converge, collaboration between the teams ensured the successful synchronization of data and a seamless user journey between customers and retail staff.

Final Product

The final product is now live. Head over to the Lululemon app or website to learn more about program eligibility and offerings, and become a member today.