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.

My role
Lead Product Designer
In collaboration
2 Designers
Timeframe
September 2024 – February 2025

One decision: put the value where the decision happens.

Bring value into the journey.

I clarified the benefit hierarchy and connected reward visibility to the moments when customers were making shopping decisions.

Connected moments

  1. Join
  2. Status
  3. Benefits
  4. Shop
  5. Earn
  6. Redeem

A closer look

Member Deals and Discounts: featured activations that earn triple points on a category, each with an Activate button, then member-only deals on products with their discount.
Member deals
The account screen of the Lowe’s app: “Hi, Andy”, a HomeCare+ chip, a gold MyLowe’s Rewards banner reading Gold Key Status, the points rate, MyLowe’s Money and Scan Member ID as two tiles, then purchases and subscriptions.
The account
MyLowe’s Rewards on the account: Gold Status through a date, a gold dial at 100% reading Highest Tier Reached, the earning rate, and a MyLowe’s Money bar with the points to the next reward.
Status and progress

Members couldn’t feel the difference.

Members could not feel what made the program worth it. Benefits showed up in some places and not others, it was unclear how to move up a tier, and nothing gave people a reason to stay loyal.

I 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.

Loyalty inside the shopping journey.

I moved loyalty out of a page of its own and into the shopping itself. I made the benefits clearer, put them where a purchase is decided, and made each tier’s value easier to see.

  • Clarified benefit hierarchy and tier differentiation
  • Put rewards where a purchase is decided
  • Elevated account dashboards to reinforce reward tracking
  • Made it clear what the free tier gives and what the paid tier adds
  • Worked with partner teams so the experience served the program’s growth goals
The rewards activity screen of the Lowe’s app: recent orders each with the points they earned, an activity summary with reward-eligible spend for the year, and points available and earned.
Every order shows the points it earned, and the year adds up at the bottom. The Lowe’s app, September 2026, from my own account; order numbers blurred.

Rewards where the buying happens.

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.

As announced by Lowe’sPress release: Lowe’s relaunches its Pro loyalty program under MyLowe’s Rewards (February 18, 2025)

What shipped
A clearer benefit hierarchy and tier differences; rewards visible where a purchase is decided, 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.

Rewards that respond.

I see it becoming a loyalty experience that responds to behavior, with personalized incentives, progression nudges and rewards in context.

Ask about Loyalty

Why put rewards in the shopping?What couldn’t members see?What can’t you share about results?