Lowe's / Loyalty
Make the value hard to miss.
Make loyalty felt, not buried — embedding rewards and recognition into the moments that matter most, so customers always understand the value of staying.
Before you readI worked on the program from September 2024 through its relaunch in February 2025: the benefit hierarchy, where rewards appear in the shopping funnel, and the account dashboards. The screens here are from the live app in September 2026. The product has kept moving since, so they show the program as it is today, not only my part of it.
Members couldn’t feel the difference.
Loyalty members struggled to perceive differentiated value. Benefits were inconsistently surfaced, tier progression lacked clarity, and the experience failed to reinforce emotional commitment to the brand.
Loyalty inside the shopping journey.
I repositioned loyalty from a passive rewards program to an engagement engine embedded within the shopping journey. I defined structural improvements that increased clarity, contextual visibility, and perceived value across tiers.
- Clarified benefit hierarchy and tier differentiation
- Integrated loyalty visibility within high-intent funnel moments
- Elevated account dashboards to reinforce reward tracking
- Structured messaging to better articulate free vs. premium tier value
- Partnered cross-functionally to align loyalty UX with growth KPIs
Rewards where the buying happens.
Program information was fragmented and largely static. Rewards visibility was low in high-intent shopping moments, and tier distinctions were not clearly articulated—limiting engagement and perceived exclusivity.
The experience became more transparent, contextual, and reinforcing. Customers could understand their status, track value earned, and see benefits in moments that influenced purchase decisions.
Scope, not figures.
Rewards used to live on a page of their own. The redesign put them inside the shopping itself, for both programs, so the value of membership is met where a purchase is decided rather than looked up afterwards.
What shipped
A clearer benefit hierarchy and tier differences; rewards visible inside the high-intent moments of the shopping funnel, across both shopper-segment programs; account dashboards that reinforce reward tracking; messaging that separates free and premium tier value.
What members can do
Understand their status, track the value they have earned, and see benefits at the moments that influence a purchase. A capability, not a measured effect.
What I can’t say
Whether engagement, repeat purchase or retention moved. I work at Lowe’s, and those results are confidential.
Where I see it going.
Where I see it going: a loyalty experience that responds to behavior, with personalized incentives, progression nudges and rewards in context.
The principle I carry forwardValue nobody sees is value nobody feels. Put it where the decision happens.