The Problem
The Luma brand’s outdated brand pages lacked clear new product information, user-friendly navigation, and alignment with Snap One’s design standards. This created frustration for users and limited market competitiveness, highlighting the need for a modern, responsive solution.
Business Interviews
For the Luma project, I collaborated with product managers, marketers, and product designers to uncover insights into the new product line. These insights highlighted key features and goals, driving a design that showcased Luma’s innovation while aligning with business objectives.
AI-Driven Detection
Luma’s advanced AI technology reduces false notifications while detecting humans, vehicles, and non-motor vehicles, delivering precise alerts that enhance peace of mind.
Effortless Setup with OvrC
With OvrC, Luma systems save up to 50% of setup time by enabling real-time adjustments, remote management, and streamlined configuration.
Client-Centric Privacy
Luma prioritizes privacy by giving clients exclusive control over their data, including access to live videos and customizable microphone settings.
Versatile Product Line
The Luma product family offers high-resolution cameras and powerful NVRs, featuring options like Color at Night, intelligent analytics, and NDAA compliance for any project.
Opportunities
Through research and user feedback, I’ve identified key opportunities to enhance the Luma product line. By improving installation processes, leveraging AI for more accurate alerts, ensuring better smart home integration, and prioritizing privacy, these insights will help differentiate Luma in a competitive market and guide the design to meet user needs and future demands.
Simplified Installation Process
There’s a strong demand for more streamlined, easy-to-install surveillance systems. Current solutions often involve complex setups, which could be addressed by Luma’s simplified installation and configuration processes.
Advanced AI for More Accurate Alerts
Competitors like Nest and Ring struggle with false alerts. Luma’s integration of AI-driven human, vehicle, and non-motor vehicle detection presents an opportunity to reduce these false alarms and offer more reliable notifications.
Seamless Integration with Smart Home Systems
While competitors provide basic integration with smart home ecosystems, Luma can provide deeper, more intuitive control, improving the overall user experience by seamlessly connecting with systems like Control4.
Enhanced Privacy and User Control
With increasing privacy concerns, Luma’s focus on giving users more control over their data and privacy settings presents a unique opportunity to stand out by ensuring clients feel confident in their system’s security and control.
Redesigning the Luma Experience
Overview
The goal was to create a seamless, responsive experience that effectively showcased the new Luma’s surveillance products while ensuring clarity and usability across both desktop and mobile devices.
Customer Journey
The B2B customer journey for Luma on the Snap One site outlines the process from discovery to purchase and support. It focuses on helping installers and business owners find, compare, and purchase surveillance solutions that meet their specific needs, ensuring a smooth and efficient experience tailored to the demands of the professional market.
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Personas
To better understand the diverse users of Luma, I created detailed personas representing installers, business owners, and purchasing decision-makers. These personas highlight their unique goals, challenges, and needs, guiding the design of a more intuitive and effective surveillance solution for the professional market.
The Surveillance Installer
Mike Taylor - 38
Mike has been working in the surveillance installation field for over 10 years. He’s skilled in setting up various surveillance systems, from residential to commercial installations. Mike is tech-savvy but values simplicity in the tools he uses.
The Purchasing Manager
Sarah Nguyen - 32
Sarah is responsible for sourcing and purchasing surveillance equipment for a large AV solutions provider. She has a background in logistics and supplier management, and she’s focused on getting the best value for her company’s budget.
The Company Owner
John Harris - 42
John owns a mid-sized security system installation company. He oversees the entire business operation, including sales, customer service, and installation. He has a strong entrepreneurial background and is always looking for ways to improve his company’s competitive edge.
Prototyping
Card Sorting Exercise & Rapid Prototypes
To streamline content organization, I collaborated with the copywriter, product manager, and photographer on a card sorting exercise. This teamwork ensured the website structure aligned with user needs, emphasizing clarity and usability. Additionally, I explored different ideas for each section by creating hand-drawn rapid prototypes. These sketches helped us quickly visualize concepts, test layouts, and refine the structure before moving to digital wireframes.
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Site Map
This site map highlights the key sections of the Luma website, designed for easy navigation of product details, AI features, system integration, and support resources for both installers and end-users.
Visual Design
Research
Competitive Insights for Smarter Solutions
I researched websites, industry magazines, and competitors to gather insights into current trends and design approaches in the surveillance market. This helped identify opportunities to enhance Luma’s user experience, ensuring the brand stood out with intuitive, competitive solutions for both dealers and end-users.
Wireframe & Testing
During the Luma project, I sent the wireframes to dealers for real-world testing, allowing us to gather firsthand feedback from those directly interacting with the products. This testing phase provided invaluable insights into how dealers navigated the website and engaged with the design. By observing their reactions and gathering feedback, we identified pain points, areas for improvement, and key elements that resonated well. This process helped us refine the wireframes to ensure a seamless user experience tailored to the needs of both dealers and end-users.
Conclusion
Design Refinement Through User Testing
I refined the high-fidelity design for the Luma brand pages through user testing and collaboration with creative managers and product marketing teams. This iterative process helped gather feedback, enabling us to fine-tune the design to meet user needs and align with the brand’s goals for a seamless user experience.
Takeaways
The Luma project successfully transformed a previously underperforming product line into one of Snap One's most sought-after offerings. Through strategic UX design, collaboration with product managers and marketing teams, the Luma brand now stands as a top choice for dealers. The redesigned Luma brand pages, with clear, engaging product details and an intuitive interface, have contributed to a significant increase in sales and product discovery. Dealer feedback has been overwhelmingly positive, with many citing the user-friendly design and easily accessible information as major factors in their purchasing decisions. The success of the project has also made it easier to expand the Luma experience, allowing for seamless additions to the brand's portfolio, driving both growth and customer satisfaction.
Accessibility Testing
To ensure my designs align with UX principles and accessibility standards, I use a comprehensive review process in collaboration with the development team. This approach helps verify that the pages I design for Snap One meet accessibility requirements. However, due to the technical nature of our products, longer paragraphs are often necessary to communicate detailed information. While this can present challenges for accessibility, it’s an expected part of working with technical content, and we make efforts to ensure clarity and usability despite the length.
High-Fidelity Design and Brand Alignment
I explored high-fidelity design options for the Luma brand pages, aligning with Snap One’s design system and brand colors. I experimented with various design ideas, animations, and product layouts to ensure visual appeal and seamless functionality across devices, refining the user experience while maintaining the brand’s identity.
Complex and Time-Consuming Installation
Many surveillance systems require a lengthy and complicated setup, often involving multiple configurations, technical expertise, and manual troubleshooting. AV professionals may emphasize the need for a more streamlined, user-friendly installation process that reduces setup time and simplifies system integration.
Limited Integration with Other Systems
AV and surveillance companies often face challenges when surveillance systems do not integrate well with other smart home or building management systems. Companies may highlight the need for more seamless integration with control systems like Control4, ensuring easy management of security systems alongside other smart devices.
False Alerts and Ineffective Notifications
Many traditional surveillance systems struggle with false alarms caused by non-relevant movements, like animals or environmental factors. AV professionals may note a strong demand for smarter, AI-driven detection that reduces these false notifications, helping users focus on real threats and improving system reliability.
User Interface Complexity and Usability
Surveillance systems can be difficult for end-users to navigate, especially when it comes to managing recordings, reviewing footage, or adjusting settings. Companies may point out that a more intuitive user interface—one that simplifies tasks like searching video footage or adjusting camera settings—would make systems more accessible to both installers and users, reducing the need for frequent technical support.
User Interviews
To better understand the audience, I conducted interviews and made direct calls to dealers and installers, uncovering valuable insights. These discussions focused on identifying pain points, learning what features users need and value, and observing how they interact with surveillance systems. This firsthand feedback offered a deeper understanding of the challenges and needs of professionals, guiding improvements to enhance the overall product experience.