Challenge
Shopping for cannabis products created uncertainty for new customers and friction for returning ones
Outcome
A confidence-driven commerce experience that simplifies discovery and accelerates repeat purchase
IMPACT
$200M
revenue growth2.5x
increase in time spent exploring products50%
faster paths for returning customersHow do you bring the in-store experience online?
What We Needed to Solve
Customers had different levels of knowledge
New users needed learning
Returning users needed speed
designing a system
Product + marketing working together
Education when needed
Structure over volume
Simplifying Choice at Scale
Guided paths for new users
Fast paths for repeat buyers
Consistent patterns
What This Required
Clarity in a complex category
A clear product language the brand could own
Imagery used to create immediate human connection
Full commitment to brand color to bring the experience to life
A modular framework and component system designed to scale
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 · Brand Storytelling