All projectsLowe'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.
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.
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
Rewards where the buying happens.
Program information was scattered and rarely changed. Rewards were hard to see at the moments people were deciding to buy, and it was not clear what set one tier apart from another.
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 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.
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 forward
Value nobody sees is value nobody feels. Put it where the decision happens.