A $168 membership that pays for itself on day one
lululemon membership | End-to-end product design
As the sole UX and UI designer, I owned the end-to-end design of lululemon's membership program for iOS and Android, as part of the 2020 pilot launch in select cities, including Denver and Chicago. The membership was intentionally limited; only a set number of subscriptions were available, and they sold out. The program offered a $100 product at sign-up, making the $168 annual fee an easy sell. But only if the design made that value undeniable at every touchpoint. lululemon activations move fast…members get access before anyone else, and when they're gone, they're gone. My job was to make that privilege feel real and effortless across every journey. Beyond the screens, I built a component system that teams across the entire app adopted.
Become a member
Become a member
Built the full purchase funnel from value proposition to order confirmation. The design had to earn trust before asking for $168, so each screen laddered up to the moment the user understood the membership paid for itself immediately.
Membership hub
Membership hub
The central experience where membership delivers on its promise. Designed onboarding, notifications, deep linking, booking flows, and five distinct benefit surfaces, including birthday discount, early access, Grow events, and Black Friday. The hub had to surface the right benefit at the right moment without overwhelming the member.
Birthday discount
Birthday discount
A high-intent, time-sensitive moment. Designed the full notification-to-checkout path across three states: member discount, ambassador discount, and no discount. Ensuring the benefit is applied automatically with zero friction at the cart.
Gifting and auto-renewal
Gifting and Auto-renewal
The most complex journey on the project. Led discovery, competitive analysis, requirements gathering, and use case mapping across purchase, opt-in/opt-out, and credit card flows. Collaborated with copywriters and legal to ship a flow that was compliant.
Marketplace
Marketplace
lululemon selects special guests: authors, athletes, cultural figures to host events exclusively for members. These activations are not open to the public. Designed the Marketplace CDP and PDP to make each one feel like a personal invitation, not a transaction.
Early access
Early access
Designed the deep-linked path from notification to home screen to membership hub, ensuring members landed in the right place with full context intact.
Grow
Grow
lululemon's Grow program offers members exclusive access to personal development classes, think mindset, journaling, goal-setting, not workouts. Designed the full journey from the Grow story screen through event discovery, class details, bookin confirmation, and return to the membership hub.
Account
Account
Designed authenticated and non-authenticated states and membership settings, the layer most users never see unless something goes wrong.
On-boarding
Search
City, birthdate, and email capture at the point of purchase. Minimal fields, clear purpose, data stored at time of sign-up to personalise the membership experience from day one.
Search
Search
Designed search parameters supporting both CAD and USD markets, accounting for regional pricing and availability differences across the catalogue.
Converted card components to Contentful
Component system
Designed and documented a suite of reusable info card components (info_card, info_card_full, info_card_landscape, info_card_compact, Info_card_text, info_card_2_column, and quote_card): originally built for the membership flow and subsequently adopted across the lululemon app in both B2C and B2B surfaces.
Each component was documented with usage guidelines covering membership landing, studio modal, birthday details, onboarding, monthly passes, events, classes, community, and FAQ, so any team could implement the right component without having to re-solve the same design problem. Converted to Contentful so non-engineering teams could update content independently, without engineering involvement.
This work sits at the intersection of product design and design systems: building once so the whole org could move faster.
Outcome
Designed across ten journeys as the sole designer: every screen, every state, every edge case. Built a component library that extended beyond membership into the broader lululemon app ecosystem. The membership program gave lululemon a direct relationship with its most valuable customers, and every touchpoint I designed was built to make that relationship feel worth $168 before the member even opened the box.
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