Best-in-Class e-commerce Shopping experience Designed from the ground up
THE SITUATION
I was the design and UX resource on this project. I found using principles of design thinking and lean UX as a working methodology helped guide our time with client and product teams. This allowed us to assess in real-time what matters most to both the business and customers through discovery, research and creative sprints. We then synthesized our learnings and prioritized which one’s to build would be the most impactful.
If you’re wondering… no, I didn’t get any product samples.
The problem
Lume has out grown its initial website design and systems, which had a number of problems in product, UX and technology. Executive’s requested a best-in-class shopping experience which mirrored their in-store experience.
THE Solution
Best-in-class e-commerce shopping experience. The initial information architecture made a huge difference cleaning up the navigation with shop and explore global menus.
The most important interactions on mobile or desktop include: getting product information and context on product detail pages, e-commerce checkout of adding a product to your bag, order type whether it’s recreational or medical, payment details, creating an account, becoming a loyalty member and staying informed of all the latest products.
Last but not least, adding important context to “product marketing cards” allows any customer with just the right amount of information to make a purchase.
context in Product marketing
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All the info you’d get in-store
The challenge was putting a lot of complex information in a clear and concise way. I explored using the product or category name as larger type with the product overlaying. This was preferred to be distinct, Lume executives mentioned they haven’t seen that before in their industry. Other than the cost of the product, the information included in product features are: product name or category type, THC potency, type of effect, product description, brand, strain type and lineage.
double diamond methodology
Framework guiding us during each sprint
The process of finding and solving problems
Divided into four phases which consists of two different types of thinking, divergent and convergent thinking. From exploring an issue more widely to distilling the challenge concisely.
PERSONA’S & user JOURNEY’S
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Improving The Customer Experience Throughout Their Journey
Identified opportunities of what customers really care about. We focused on the most impactful interactions that would help distinguish Lume from others.
“I want you to look at other e-commerce experiences outside of the cannabis industry to serve as our bar”
persona flows & future state SITEMAP
Organize Content In A Way That Makes Sense For All
One of the problems with the previous site was a difficult navigation and the information architecture was complicated. We re-thought the global navigation and organized content in systematic way that allowed any customer and their specific needs the best experience possible.
Discovery Insights & Design Research
Through divergent and convergent thinking, we synthesized our research findings into categories to plot a meaningful path forward. Prioritizing these ideas and features based on their UX impact. Then used the most impactful and valuable findings to build and pressure test our prototype.guided experience - biggest opportunity to reach new customers
Personalized For New & Seasoned Customers
Through a few simple questions, we'll get customers to relevant content without overwhelming them. This will eliminate confusion for customers that don’t know where to start.
