A customer-focused store redesign built to improve navigation, product discovery, and the path from product interest to purchase.

We partnered with Lumya to optimize its existing e-commerce store and create a more structured shopping experience.

The previous website had an outdated and cluttered design, broken links, and an unorganized structure that made it harder for customers to navigate the store and find relevant product information.

The goal was to create a cleaner, more intuitive experience that could support both customer experience and conversion growth.

Making the store easier to navigate and shop

Rather than simply giving the website a visual refresh, we restructured the experience around how customers browse, evaluate, and purchase products.

We focused on:

• Clearer website architecture

• Easier product discovery

• More organized navigation

• Benefit-focused product pages

• Better product information

• Clearer customer journeys

• Improved conversion paths

• Stronger opportunities for higher-value purchases

KEY CHALLENGES

Lumya had an existing e-commerce store, but the experience was creating friction for customers and limiting opportunities to convert incoming traffic.

Key challenges

• Outdated and cluttered design

• Unorganized website structure

• Broken links

• Basic product information

• Difficult navigation

• Weak product communication

• Missed opportunities to guide customers towards relevant products

• Limited support for conversion and AOV growth

A CLEARER E-COMMERCE EXPERIENCE

We redesigned the store around a more logical customer journey, making it easier for visitors to move from discovery → product evaluation → purchase.

Before

Cluttered & Unorganized

The existing experience made it harder for customers to understand the store structure, navigate between pages, and find the information needed to make a purchase decision.

After

Structured & Product-Focused

The redesigned experience introduced a clearer architecture with stronger product pages, better navigation, and more benefit-oriented content.

The customer journey was structured around:

Discover → Explore → Understand → Compare → Purchase

PDP OPTIMIZATION

A major focus was improving the Product Detail Page experience.

Instead of presenting basic product information, we structured the PDP around the questions customers need answered before purchasing.

Key improvements included:

• Clearer product value proposition

• Benefit-focused product messaging

• Better product information hierarchy

• Stronger product storytelling

• More intuitive page structure

• Clearer purchase actions

• Supporting trust elements

• Better guidance towards relevant products

The objective was to help customers understand what the product is, what benefits it offers, and why it is relevant to them without making them search through the page for answers.

GUIDING CUSTOMERS TO THE RIGHT PRODUCT

The redesign also focused on improving the relationship between different pages and products.

Rather than treating each page as an isolated destination, we created clearer paths that helped customers move naturally through the store.

Homepage → Collection → Product Page → Product Information → Purchase

This made product discovery more intentional while creating additional opportunities to introduce relevant products and increase order value.

UX/UI IMPROVEMENTS

The optimization wasn't simply about giving Lumya a more modern visual style.

We focused on the relationship between design, navigation, product communication, and conversion behavior.

Key improvements included:

• Modern visual design

• Cleaner page layouts

• Improved information hierarchy

• Better navigation structure

• More intentional content organization

• Benefit-focused product pages

• Clearer CTAs

• Improved product discovery

• Better internal linking between relevant pages

• Reduced friction throughout the shopping journey

CRO & E-COMMERCE STRATEGY

The redesign was built with conversion in mind.

Instead of focusing only on increasing traffic, we focused on making better use of the traffic already reaching the store.

The experience was designed around:

Traffic → Product Discovery → Product Understanding → Purchase → Higher Order Value

This helped create more opportunities for customers to find relevant products and move towards purchase with less friction.

RESULTS

• Cleaner and more modern e-commerce experience

• Clearer website structure and navigation

• Easier product discovery

• More focused, benefit-led product pages

• Smoother customer journey from discovery to purchase

• Increased conversions

• Higher average order value

• Stronger foundation for future traffic and CRO growth