Luma Brand Pages

The problem

The Luma brand’s outdated pages lacked clear information about new products, user-friendly navigation, and alignment with Snap One’s design standards. That frustrated users and limited Luma’s competitiveness, so the brand needed a modern, responsive experience that worked on desktop and mobile.

My role

I led the UX and visual design — from stakeholder and user interviews through personas, information architecture, wireframes, dealer testing, and high-fidelity design — collaborating with product managers, marketers, product designers, a copywriter, and a photographer.

The approach

Business interviews. Working with product managers, marketers, and product designers, I uncovered the features and goals the pages needed to showcase: AI-driven detection that reduces false notifications, setup that’s up to 50% faster with OvrC, client-controlled privacy, and a versatile line of cameras and NVRs.

User interviews. I interviewed and called dealers and installers directly to learn their pain points: complex, time-consuming installation; poor integration with control systems like Control4; false alerts from traditional systems; and interfaces that are hard to navigate.

Opportunities. That research pointed to four ways Luma could stand out: a simpler installation process, more accurate AI alerts, deeper smart home integration, and stronger privacy and user control.

Personas and customer journey. I created personas for the surveillance installer, the purchasing manager, and the company owner, and mapped the B2B journey from discovery to purchase and support.

Card sorting and rapid prototypes. With the copywriter, product manager, and photographer, I ran a card sorting exercise to organize content, then sketched hand-drawn rapid prototypes to test layouts before moving to digital wireframes. Competitive research across websites and industry magazines showed where Luma could differentiate.

Wireframes and testing. I sent wireframes to dealers for real-world testing, observed how they navigated, and refined the structure based on their feedback.

Visual design. I explored high-fidelity options aligned with Snap One’s design system and brand colors — testing animations and product layouts — and refined them through user testing with creative managers and product marketing. Accessibility was reviewed with the development team throughout.

The result

The redesign supported a new product launch that sold twice as much as the previous Luma launch, which helped Luma rank highly in CE Pro’s 2024 brand rankings. The line went from underperforming to one of Snap One’s most sought-after offerings, and it’s now a top choice for dealers. Dealer feedback has been overwhelmingly positive, with many citing the user-friendly design and easy-to-find information as major factors in their purchasing decisions. The new structure also made it easier to add products to the brand over time.