Made the experience clear, confident, and built to scale
Challenge
Online felt nothing like retail — no clarity, no confidence, no real connection
Opportunity
Give new customers a place to start and give loyal ones a reason to stay
Approach
Bring education, story, and compliance into one simple, unified system
$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
BRAND DESIGN system
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
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