The challenge
People bought a serum, ran out, and bought the next one somewhere else.
Lumen had a cult product and a leaky store. Subscriptions were hidden, and the routine the founders recommended was nowhere on the site.
- Brief
- A direct-to-consumer store where the routine, not the single bottle, is the product.
- Scope
- DTC store, subscriptionsE-commerce, Care & growth
- Platform
- Shopify
- Timeline
- 11 weeks, then monthly care
- Team
- Designer, two developers, care lead
Our approach
Routines as the product, with subscriptions that are easy to pause and hard to forget.
A skin quiz that builds a routine, subscription bundles on Shopify, and a care plan that tests one improvement every month.
The new homepage
The first screen Lumen Skin customers see, on desktop and phone.
37%repeat purchase rate, up from 22%
The outcome
The repeat purchase rate climbed from 22% to 37% over the first year.
- Routine bundles are the top three products
- Pausing, not cancelling, is now the norm
- Twelve tests shipped in twelve months
