Conversion-Optimized Paid Registration Flows for Kids Club Workshops

For the Enterprise Customer side on Lowe's.com, designedhigh-volume, conversion-optimized registration flows for Lowe's Kids Club (free & paid workshops), collaborating with distinct cross-functional teams — the .com team and the Checkout team — to seamlessly integrate Lowe's checkout infrastructure into the registration flow.

The partnership enabled a frictionless, trust-building registration experience supporting 200K+ monthly active participants and contributing to $18M in monthly revenue.

Lowe's Kids Club Workshops are a flagship customer engagement program, offering both free and paid in-store building experiences for children. The registration flow needed to handle high-volume sign-ups while integrating with Lowe's existing checkout infrastructure for paid workshops — a system originally built for product purchases, not event registrations.

This required close collaboration across two distinct cross-functional teams: the .com team and the Checkout team, each with their own priorities, technical constraints, and release cadences.

The existing registration experience suffered from high drop-off rates, particularly at the transition between workshop selection and payment. Users encountered friction when the flow shifted from the familiar Lowe's.com experience into a checkout process that felt disconnected and unfamiliar for a workshop registration context.

Balancing free workshop sign-ups (optimized for speed and simplicity) with paid registrations (requiring trust signals and checkout integration) added design complexity. The goal was a unified flow that felt seamless regardless of whether the workshop was free or paid.