In 2021, lululemon launched OMNI-account, where guests can access their store and online purchases under one account. I was the lead product designer working with multiple cross-functional teams such as product managers, engineers, legal and copywriters.

Project summary

The new OMNI launch affects both the online space as well as the lululemon store experience. We want the experience to flow effortlessly from when they create an account in store, to when it's later accessed online. While considering both existing and new guests, we leveraged the current forgot password flow to complete the account creation process.

The problem

Guest Problem:

• Currently, guests have separate accounts for their store purchases and online purchases. When guests are asked in store if they have an account, it is unclear if their online one is valid in store.

• Guests are unsure if they even have an account, regardless of in-store or online.

Business Problem:

• For both existing and new guests, a password must be created in order to access the OMNI account. Simply creating one while in store will not complete the process.

The user & business goals

User flow: type of guest

User flow: Combining Forgot Password

Wireframes: Existing guests

For guests that only have store accounts:

For guests that only have online accounts:

Wireframes: New Guests

For guests who created an account in-store with a sales associate:

Final Designs: Existing Guests

Final Designs: New Guests

RESULTS

1. Saw an increase in % of users logging in

2. Reduced the % of authentication errors