Lumen makes minimalist skincare and needed a store that matched the product — quiet, confident, and easy to shop without feeling like a wellness influencer's link page. I designed the storefront, product pages, and a small content section for routines.
Lumen
Visual & UX Designer
9 weeks
Web · Shopify
2024
Lumen's existing site used a generic Shopify theme with stock photography that could have belonged to any skincare brand. The product itself — pared-back formulas, restrained packaging — wasn't represented anywhere in the experience.
The team also wanted a 'Routines' section to help people figure out what to actually use the products for, without it turning into a content farm that buried the products it was meant to support.
Rather than lifestyle photography, the storefront design leans on the product packaging itself — its typography, proportions, and a restrained color palette pulled directly from the labels — so the site and the product feel like the same object.
Each product page leads with what it's for and who it's for, in plain language, before ingredients or reviews — addressing the most common pre-purchase question first rather than burying it in a tab.
Each routine is a short, linear sequence of 3-4 products with a one-line reason for each — directly linking back to product pages, so the content section's job is explicitly to guide a purchase, not to accumulate pageviews.
The new storefront launched alongside a (modest) paid campaign, making it hard to isolate organic effects precisely — but average order value rose noticeably, driven largely by the Routines section, which the team had been most skeptical about going in.