Challenge
Shopping for cannabis created uncertainty for new customers and friction for returning ones.
Outcome
An experience that helps new customers learn like they would in-store and lets returning customers skip straight to checkout.
IMPACT
$200M
revenue growth2.5x
increase in time spent exploring products50%
faster paths for returning customersTHE QUESTION
How do you match in-store confidence with a best-in-class experience?
WHAT WE FOUND
Customers had different knowledge levels. New users needed education and guidance. Returning users needed speed.
The experience couldn't serve both well. People were either overwhelmed by choice or frustrated by the pace.
WHAT WE DID
We created paths for different shoppers. New users get guided to what matches their needs. Returning users jump to familiar products.
Product pages show effects and strength clearly. No searching for what matters.
THE APPROACH
Product and marketing work together instead of competing. Education appears when needed, not everywhere.
The system gives structure without adding volume. A clear visual language the brand can own.
WHY IT MATTERED
The imagery system made the brand relatable across audiences. This created value beyond e-commerce.
The business expanded the photography approach into product, brand, and marketing. One visual language across everything.
Let’s build what’s next — together
Client — Lume
Role — Product Design Lead
Leadership — Blake Walles, Head of Design
Services — Experience Design · Product Design · Brand Storytelling · Art Direction