Lumen Goods
E-Commerce Platform Rebrand
Role:
Lead Designer & Creative Engineer
Duration:
4 months
Team:
6
Challenge
A premium home goods retailer was losing market share to DTC competitors. Brand felt dated; conversion rate was 1.1%.
Approach
Led brand strategy workshops resulting in a refreshed visual identity (typography, palette, photography direction)
Rebuilt the storefront in Next.js with custom WebGL product visualizers
Engineered a 3D room configurator using Three.js letting customers preview furniture in context
Optimized Core Web Vitals — LCP from 4.2s → 1.1s
Designed a personalized recommendation surface powered by browsing intent
Outcome
Conversion rate: 1.1% → 3.4%
Average order value up 38%
Bounce rate dropped 41%
Won Awwwards Site of the Day
