Lowe's / Badges
Small achievements. Lasting connections.
Transform a beloved in-store tradition into a scalable digital engagement platform — giving every participant a personal profile, every badge a digital home, and every family a reason to keep coming back.
Badges that stayed in the store.
A major home improvement retailer’s hands-on workshops had a devoted in-store following, but no digital way to register an individual participant, track attendance or recognize milestones. Without participant profiles created with household consent, digital badges couldn’t scale.
Playful, and careful with data.
I partnered with loyalty and enterprise platform teams to define and design the Profile and Digital Badge experience—balancing playful engagement with responsible data handling and scalable platform architecture.
- Participant profile creation inside the rewards platform
- Consent flows for household approval
- Profile selection in workshop registration
- Digital badges with empty and earned states
- A foundation for milestone tracking and progression tiers
- Input to the longer-term gamification and loyalty strategy
From a household to each participant.
Registration happened at the household level through the rewards account. Participants earned physical badges in store, with no individual profile and nothing connecting workshops to the wider loyalty platform.
Families can create individual participant profiles, register directly for workshops and track earned badges digitally. In-store participation now has a lasting digital home.
What was observed after launch.
A badge earned in a workshop now belongs to a person rather than a household, and it follows them home. That is the change everything below was built to make.
What shipped
Individual participant profiles inside the rewards platform, consent flows for household approval, profile selection in workshop registration, and digital badges with empty and earned states.
What was observed
The team’s read of the first week: quick adoption and a high registration rate.
What I can’t say
The numbers behind that. I work at Lowe’s, and they are confidential.
Where I see it going.
Where I see it going: a family-centered program that takes digital badges to new events and activities, adds recognition for progress, and gives several generations a reason to come back.
The principle I carry forwardPlayful can still be careful: consent first, delight second.