lululemon – SignIn Page Redesign
This project was part of the 2021 OMNI account launch. With over 4 million guests visiting the Sign In page as part of the OMNI account activation, we wanted to refresh the design. I was the lead product designer working with multiple cross-functional teams such as product managers, engineers, legal and copywriters.
Project summary
With the new launch of lululemon’s OMNI accounts, we want the guests to know that their one email address can be used for both store and online purchases. We also want to re-design the main Sign In page so reflect the launch announcement as well as account perks.
The problem
Guest Problem:
Guests may miss the OMNI launch newsletter and try to authenticate using a different email.
Cognitive overload: there are too many decision points on this page, not sure what to do first.
Business Problem:
As the page is cluttered, guests are abandoning the authentication step all together, which leads to lower % of logged in users.
Missing the OMNI announcement leads to a higher volume of support calls regarding account errors.
Current design is not adaptable for future launch announcements or future perks.
Goals:
Final Designs
Results
Increased % in account creation and account authentication
Reduced % of account authentication errors and page drop-offs.
New Sign In page layout was used for Wishlist Sign In, Save for Later Sign in, and others.
New layout on other Sign In Pages:
