(01) Case study · 2024
Lumen Audio
Art direction and a custom Shopify store for a Copenhagen speaker brand selling direct in 14 countries.
Client
Lumen Audio
Year
2024
Services
Art direction, e-commerce design, Shopify development
Team
Ines Moreau, Theo Lindqvist, Jonas Brandt
Live site
Client
Lumen Audio
Year
2024
Services
Art direction, e-commerce design, Shopify development
Team
Ines Moreau, Theo Lindqvist, Jonas Brandt
Live site
01 — Challenge
A quiet product on a loud store
Lumen designs speakers that are meant to disappear into a room. Its online store did the opposite, with pop-ups, countdown timers, discount badges and a theme built for fast fashion. Shoppers read the reviews, compared specs on other sites and rarely came back to buy. Product photos were shot on white seamless, which made a walnut speaker look like any other box. Selling direct in fourteen countries, Lumen was also losing margin to the discount codes it used to push conversion, and the store took over four seconds to load on mobile under the weight of apps nobody remembered installing. Customer service spent much of its week answering the same question: which speaker is right for my room?
02 — Approach
Let the product speak
We art-directed a new photo library in six real homes across Copenhagen, shot at the time of day each room is actually used. Then we rebuilt the store on Shopify with a custom theme and removed every app that did not earn its load time. Product pages now lead with how the speaker sounds and the room size it suits, then specifications, then price. Bundles of speakers and stands replaced discount codes, and a short room-size quiz helps first-time buyers choose. Ines led the art direction while the build ran in parallel, so the photography and the layouts were made for each other. Checkout was cut from five steps to three, with local payment methods and delivery dates shown before the basket.
03 — Result
Fewer clicks, larger baskets
Conversion rose 3.2 times within two months of launch, and average order value grew 38% as most orders now include a stand or a second speaker. Discount codes are gone entirely, which returned margin Lumen had been giving away for three years. Pages load in 1.1 seconds on mobile, even with full-bleed photography, and returns fell because customers now buy the right size for their room. The photo library runs across Lumen’s retail partners and social channels, and the in-house team publishes new products themselves using the templates we built. Customer service now spends its time on aftercare instead of answering sizing questions, and repeat purchases have doubled since launch.
04 — Numbers
01 — Avg. order value
+38%
Driven by speaker and stand bundles.
02 — Conversion
3.2x
Store-wide, compared with the old theme.
03 — Page load
1.1s
Median on mobile with full-bleed imagery.
05 — Gallery
(04) Client’s word
“Our store finally feels like our speakers sound: quiet, exact, nothing extra.”
Tomás Varela
Head of E-commerce · Lumen Audio
etch
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