Clarified the experience and strengthened the brand through a more modular, scalable system
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
$2ᴹ → $200ᴹ
growth backed by brand clarity and product confidence↑
returning customers — faster paths to the right products2.5x
spent exploring products and categories🧭
guided flows improved first-time shopper confidence“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
Agency — Nexient
Role — UX, Design lead
Leadership — Blake Walles, Head of design
Services — Creative direction, UX strategy, interaction design