Lume Cannabis Co E-Commerce Platform

Art Direction, Brand Storytelling, Concept Development, Creative Direction, Photography, Prototype, Research, Strategy, Systems Thinking, UI, UX

Role — UX, Design Lead
Services — Creative Direction, UX Strategy, Interaction Design

QUICK VIEW — Built to Onboard, Convert, and Scale

An experience that welcomes new customers, simplifies decisions, and supports growth

Challenge

Digital lacked what retail delivered—clarity, confidence, and connection to the product

Opportunity

Build a system that welcomes new customers and keeps loyal ones coming back

Approach

Combined education, brand storytelling, and compliance into one unified experience

 
 

IMPACT & KEY TAKEAWAYS

$2M→$200M

growth backed by brand clarity and product confidence
 

🏃‍♂️ 🎯

returning customers got what they needed—fast and friction-free
 

+2.5x

time spent exploring categories and product lines
 

👋 🌱 🧭

onboarded new customers with guided flows and product education
 

 
I want you to look at other e-commerce experiences outside of the cannabis industry to serve as our bar
— Chief Information Officer at Lume Cannabis Co.
 

RESEARCH INSIGHTS

Barriers uncovered through archetype development, experience audits, and product evaluation

User-informed decisions

  • Defined key archetypes to ground decisions in real behavior and needs

  • Aligned journeys to motivations, goals, and use cases

  • Reduced friction for both new and returning customers

  • Created modular patterns that scale across future launches

 
 

Foundational Journey Mapping

Organized navigation that guides users by intent, mindset, and goals

Curiosity-led experience flow

  • Removed unnecessary complexity from the original structure

  • Clarified the path for newcomers unfamiliar with products

  • Anchored navigation to customer motivations, not product categories

 
 

synthesis - design research

We grouped findings into meaningful categories to clarify what mattered most and guide design decisions

Discovery Insights

  • Prioritized features based on UX impact

  • Built and pressure-tested the prototype using the strongest ideas

 
 

guided experience

Biggest opportunity to convert curious visitors

Personalized For New & Seasoned Customers

  • Simple prompts guide customers to relevant content

  • Reduces confusion for those unsure where to start

  • Supports both effect- and product-based shopping paths

 
 
Systems thinking

Systems thinking

Mapped interface flows and page templates for reusability and consistency

Product Detail Experience

Product Detail Experience

Clear CTAs, education modules, and visual hierarchy built for conversion

Help Customers Understand the Effects

Help Customers Understand the Effects

Visuals used narrative cues to show how cannabis works and how it could benefit everyday life

Visual Tone & Imagery Direction

Visual Tone & Imagery Direction

Visual storytelling was used to break down cannabis misconceptions, welcome new customers, and guide discovery—while staying aspirational for loyal customers eager for what’s next

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