WHAT I DID
Led brand and product design for Lume’s regulated e-commerce experience
OVERVIEW
An e-commerce platform designed to help people choose the right cannabis products with confidence
Challenge
Online felt nothing like retail — no clarity, no confidence, no real connection
IMPACT
$200M
revenue growth driven by brand clarity and product confidence2.5x
time spent exploring products and categories50%
faster for returning customers to reach the right products“I want you to look at other e-commerce experiences outside of the cannabis industry to serve as our bar”
research insights
User research shaped a simpler, clearer way for people to understand products and buy with confidence
Key Insights
Cleared up product myths with simple, honest explanations
Prompts got new shoppers buying faster
Prototype validated the model, sped up decisions and earned buy-in
SYSTEM DESIGN
A visual language that made products easy to find and hard to forget
Bold + functional
Used strong product colors and oversized typography to make each product instantly recognizable
Built a modular system so categories stay clear and scale fast
Product detail
A flexible product detail system that turns complex information into a clear buying decision
Designed to scale
One system that makes complex products easy to understand
Built to support better decisions for customers and the business
Results
E-commerce reimagined — simple, clear, confident, built to scale
working in concert
Clarified cannabis through a product language only Lume can own
Elevated product stories with bold visuals that built trust
Created a flexible system that supported rapid growth
Let’s build what’s next — together
Client — Lume
Role — UX, design lead
Leadership — Blake Walles, head of design
Services — UX strategy, design systems, e-commerce, interaction design, storytelling