Lululemon
Loyalty & wishlist that compound: 80K+ sign-ups and 20%+ wishlist conversion
Work we contributed to on loyalty and storefront experiences at Lululemon.
Context
Why this mattered
Loyalty was already the main driver of storefront traffic — but without a cohesive acquisition path, the team couldn't fully optimize for those customers or spot conversion opportunities. The goal was recurring purchasers: people who come back more often, convert more reliably, and stay inside a journey the business could improve over time. That priority shaped work that ran over a long horizon, not a single launch.
Snapshot
80K+ sign-ups · 20%+ wishlist conversion
Tracked via analytics over four months of continuous delivery and iteration.
- 80K+ account sign-ups over four months of iterative delivery
- 20%+ wishlist conversion over the same period
- Loyalty and wishlist pointed at recurring customers — not parallel silos
Before
The bottleneck
Loyalty and wishlist were two initiatives serving the same goal. Before this work, they were scoped and shipped separately — different flows, different service areas, little connective tissue for shoppers moving from browse to known intent to repeat purchase.
What we did
How we approached it
We helped Lululemon's team define scope, flows, service areas, and user journeys — contributing across UX, product, and technical delivery without owning the full stack end to end. The work was collaborative: we shaped how loyalty and wishlist fit together, how journeys should feel on the storefront, and how releases could iterate safely. Platforms and integrations stayed in Lululemon's hands; our involvement was partial, focused where cross-functional clarity moved the needle.
Stack
Tools and platforms
- In-house loyalty platform
- Mar-tech and analytics downstream
Outcomes
What changed
Over four months of iterative, continuous delivery, analytics showed 80K+ account sign-ups and 20%+ conversion from the wishlist experience. Both metrics were validated on the analytics platform — not one-off campaign spikes. Loyalty and wishlist started pulling toward the same outcome: loyal customers with a clearer path back to purchase.