Lumen.
An e-commerce for sunglasses, prescription and sports eyewear — a nocturnal editorial identity with a minimalist shopping experience.
Design the online store for LUMEN, a brand of sunglasses, prescription and sports eyewear.
Understand the real journey of buying eyewear online and resolve its friction points with a clear information architecture and a simple flow, from product discovery to order confirmation.
An e-commerce that carries brand personality without sacrificing conversion.
Three tensions defined the project from the start.
Eyewear e-commerce tends to look cold or clinical and carries no brand personality.
Communicating a strong editorial identity without losing clarity in the purchase.
Guiding the user through sunglasses, glasses and sports without friction or overload.
Editorial on the outside, frictionless on the inside.
Five stages, from understanding how people really buy eyewear online to a tested high-fidelity prototype.
Trends in fashion and eyewear e-commerce.
Premium eyewear brands with a focus on photography and checkout.
Online eyewear buying habits with real users.
Five opportunities came out of the research, and each one became a design decision.
What the interviews kept repeating.
Three colours, one typeface and a single photographic rule hold the whole interface together.
Bold for the logotype and headlines · Regular for body copy.
High contrast, nocturnal and urban, paired with clean product shots on light grey.
An editorial campaign hero with a direct CTA, grids for latest arrivals and best sellers, and the “Beyond the Frame” brand story.
Organised into Sunglasses, Glasses, Sports and Collections, with product cards and new, best seller and discount badges.
Colour and size selector with a size guide, clear technical benefits, and the “Lxs más cool usan LUMEN” section with real user content.
Standard, express or click & pick chosen inside the cart. A continuous checkout with the order summary always visible and payment by Google Pay, PayPal or card.
The whole journey adapted to mobile: two-column grids, a stacked product page and a checkout that keeps the summary above the form.
Because it is not only about how you see the world.
The brand story closes the home page: night photography, urban culture and eyewear understood as a form of identity.
Eight conclusions to carry into the next iteration.
Where the project goes from here.