Lululemon Digital Recognition

Retail Reimagined: Adding the Personal Digital Touch

My Role
UX Lead Designer + Led Product Strategy Development

Team
Tarah P. / Sr. UX Director
Shannon C. / Sr. UX Manager
Margarita / Sr. Product Director
Evgenia / Sr. Product Manager
Ashlee / Checkout Product Designer
Indrit / Sr. iOS App Designer

Dev team / (5 members - incl. Sr. Architect, software engineers & QA)
Brand team / (3 members - incl. Product Manager & Graphic Designers)
Stakeholders / Community & Events Org (4 members)
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

  1. Leveraged purchase history and previous engagement (events)

  2. Fostered more organic interactions focused on relationship building by eliminating logistics and leveraging personalized infomation based on guest profile

  3. Targeted advertising & communication
    Relevant product offers and events 

Leverage Full iOS Capabilities

Improved convenience by linking membership across all devices & enabling iOS capabilities:

  1. Geo-locate to detect when user is near retail stores to automate membership check-in & push notifications

  2. Ability to add gift card & credit to account

  3. 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:

  1. Linked purchase history across all devices online or in-person to membership pass eliminating need to manually pull up account.

  2. 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.).

  3. 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:

  1. Community and events team

  2. Enabled necessary capabilities needed to switch lululemon led events to an in-house registry system giving more atonomy to the organization and improving event branding

  3. Leveraging event branding 

  4. Brand & business partnerships

Discovery & Research

What started as a logistical problem from a noisy store environment, transpired into an innovative design solution for customer identity

Competitive Analysis

  • Soho House - App Concept & Event

  • Zara - Self Checkout

  • Equinox - Check in User Journey

  • Amazon “style” Store - Retail Innovation