Lululemon Digital Recognition
Retail Reimagined: Adding the Personal Digital Touch
My Role
UX Lead Designer + Product Lead for Strategy Development
Team
UX & Design: Tarah P Sr. UX Director / Shannon C Senior UX Manager / Indrit Senior iOS App Designer / Ashlee Checkout Product Designer
Product : Margarita Sr. Product Director / Evgenia Sr. Product Manager
Dev team: 5 members - incl. Sr. Architect, software engineers & QA)
Brand team: 3 members - incl. Product Manager & Graphic Designers)
Retail Team: 10+ members
Loyalty & Membership Team: 10+ Members
Timeline & Status
Phase One - 3 months/Phase Two - 2 months/Launched September 2023
Overview
The project set out to revolutionize the retail experience by introducing a comprehensive customer identification system and digitizing the membership experience. Using QR code technology we linked personalized data to each customers’ unique membership ID. This not only streamlined retail transactions but more importantly created new opportunities for customer engagement such as targeted marketing based on profile and purchase history, lululemon personalized event promotions & registration, iOS integration (Apple wallet, Apple watch, etc.) and enhanced capabilities i.e. linking gift cards, adding money credit, etc.
Tools Used
Project Goal
Roll out the red carpet for every customer with a unique digital ecosystem that identifies guests across any touchpoint. From shopping to exclusive events, deliver seamless service perfectly tailored to each guest.
Enhance Personalization
Enabled purchase history across all devices & profiles for for a seamless online and in-person experience
Eliminated logistical barriers to streamline workflows for employees
Improved accessibility of customer profiles for a more personalized shopping experience
Enhanced targeted communication by leveraging profiles & purchase history to offer relevant product and events
Leverage Full iOS Capabilities
Improved convenience by linking membership across all devices & enabling iOS capabilities:
Geo-locate to detect when user is near retail stores to automate membership check-in & push notifications
Ability to add gift card & credit to account
Add to Apple wallet & Apple watch
Optimize Retail Operations
Removed logistical barriers related to pulling up customer info and purchase history, optimizing the retail journey for both staff and customers:
Linked purchase history across all devices online or in-person to membership pass eliminating need to manually pull up account
Drastically improved product returns by providing staff access to linked accout, eliminating need to manually identify return type (i.e. delivery service, store-drop off, warehouse pick up, etc.)
Reduced hand-off friction between services i.e. hemming, fitting, purchase, returns
Innovate & Expand Scope
Developed 5 year vision to include up and coming technology and expanded product scope across multiple new initiatives:
Expand project scope to include community & events initiatives
Enabled software capabilities to transition Lululemon events to an in-house registry system, enhancing autonomy and event branding
Established a roadmap for building and strengthening partnerships with strategic businesses and brands.
Discovery & Research
What started as a logistical problem from a noisy store environment, transpired into an innovative design solution for customer identity
Competitive Analysis
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Soho House - App Concept & Event
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Zara - Self Checkout
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Equinox - Check in User Journey
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Amazon “style” Store - Retail Innovation
Ideation and Design
By elevating the visual design, we don't just improve usability; we create an immersive environment that resonates with users and leaves a lasting impression.
1. Define Problem Statement/
Site Visits & User Interviews
The discovery phase of Membership Pass was focused on defining the scope and product reach across the Lululemon shopping ecosystem with a commitment to innovation in the digital retail experience.
2. Build Common Vision/
Site Visits & User Interviews
An ideation workshop served as a platform for achieving a unified vision and alignment of business goals. This process fostered coherence and clarity across teams, promoting a shared commitment to common objectives.
3. MVP Development/
Iterative Approach
Approaching the product as a phased rollout was vital in staff adoption & training by focusing on a simple design and minimizing technical load to ensure product success at the first stage before further developing product scope.
Design Solution
Elevating visual design enhances both usability and branding, to resonate with users and leave a lasting impression.
Visual Design Exploration
Upon establishing confidence in the functionality and usability of the MVP experience, I transitioned to the next phase: design excellence. We carried out extensive design explorations in collaboration with the brand & design-system team to create fresh look that aligned with brand standards for a visually cohesive user experience.
