Ralph Lauren- Pink Pony
Pink Pony Evaluation for Polo Ralph Lauren Factory Stores
Retail
User Experience
This case study blends UX research, behavioral insight, and retail experience design to examine how Polo Ralph Lauren can create seamless, brand-driven donation experiences that connect its philanthropic mission with the in-store checkout journey.
Polo Ralph Lauren Factory Store is a retail destination that blends timeless American style with the accessibility of outlet shopping. The stores aim to deliver the prestige of the Ralph Lauren brand while providing value-driven offerings in an approachable environment. With its iconic heritage aesthetic and philanthropic initiatives like the Pink Pony Fund, the brand has a strong foundation for shopper engagement. Yet, as with many retail environments, there are gaps between the strength of its brand mission and the practical usability of in-store touchpoints.
As part of my work with Maison de Méthode, a research-led studio focused on spatial UX and customer experiences, I conducted an independent audit of the Pink Pony donation request at checkout in Ralph Lauren Factory Stores. This case study explores how well the brand’s charitable giving initiative is integrated into the customer journey, how it supports usability and awareness, and how it fosters connection between shoppers and the brand’s values.
The goal of this research was twofold:
- To assess where friction or inconsistency in the donation process might be reducing customer participation and overall impact.
- To propose thoughtful, brand-aligned recommendations that strengthen the Pink Pony initiative’s presence while ensuring the process is seamless and engaging for shoppers.
Overview
The Pink Pony Fund is Ralph Lauren’s global initiative supporting cancer care, prevention, and research. At the Polo Ralph Lauren Factory Store, customers are prompted to donate to the fund during checkout. This touchpoint carries potential to connect shoppers to the brand’s philanthropic values, yet the way the request is currently implemented introduces friction and confusion.
As part of my work with Maison de Méthode, I conducted a real-world audit of the donation process at checkout. This study examined how the Pink Pony request is presented, how customers respond, and where the experience breaks down in practice.
Research Objective
To evaluate how the donation request is integrated into the checkout flow, and to assess clarity, usability, and emotional resonance for customers.
Methodology
- Customer Observation: Watched how shoppers responded when prompted to donate.
- Process Walkthroughs: Replicated the donation steps to identify usability issues.
- Staff Interaction Review: Noted how and when associates delivered the request.
Key Findings
1. Low Awareness of Pink Pony
- Most customers did not know what the Pink Pony was when asked to donate.
- With no context provided before or during checkout, the request felt abrupt and disconnected from the brand’s story.
Impact: Missed opportunity to engage customers with Ralph Lauren’s philanthropic identity.
2. Poor Timing of the Ask
- The donation prompt is delivered after the customer has already paid.
- Customers perceive the transaction as complete and are mentally “checked out,” reducing their likelihood to engage.
Impact: Friction and frustration, as customers are not primed for an additional step.
3. Extra Payment Step Creates Drop-Off
- To donate, customers must re-insert or tap their card again after agreeing.
- Many customers had already put their card away and chose not to proceed.
Impact: High abandonment of the donation process due to added inconvenience.
4. Technical Timeout Issues
- The donation payment screen often timed out before customers could complete the extra step.
- Even willing donors experienced failed transactions.
Impact: Negative perception of the process and lost contributions for the Pink Pony initiative.
Recommendations
- Introduce Context Earlier
- Display visual or digital messaging about Pink Pony before checkout, so customers understand the cause before being asked.
- Reposition the Ask
- Present the donation prompt before final payment is processed, so customers can add it in a single transaction.
- Integrate Donation into Main Payment
- Remove the need for a second card tap/insertion by building the donation directly into the initial payment flow.
- Fix Technical Reliability
- Address POS timeout issues to ensure the process is seamless for donors who opt in.
Conclusion
The Pink Pony donation request represents a valuable opportunity for Ralph Lauren to extend its philanthropic mission into the retail experience. However, in its current form, the process creates confusion, friction, and technical barriersthat reduce both customer participation and brand impact. By integrating the donation into the main payment flow, repositioning its timing, and providing context upfront, Polo Ralph Lauren can transform this checkout moment into a seamless and meaningful act of giving.