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Case study

Relaunched Lumen — a SaaS for product teams

Brand, design system, marketing site and paid-traffic landings — shipped in 6 weeks.

Lumen Analytics

Industry

B2B SaaS · analytics

Year

2025

Duration

6 weeks

+218%

+34%

3:42

Context

Lumen had outgrown its early-stage positioning and matured into a tool for product teams, but the site lagged behind. Demo conversion had been flat since fall.

Challenge

Re-frame the offer for a senior audience — Head of Product, Growth, Data — and put the core value front and center: see your product metrics in minutes, not hours.

Approach

We mapped 4 ICP personas and a message map. In parallel we shipped a Figma design system with tokens, prototyped 12 screens, and built a Next.js 14 marketing site with CMS and analytics. Performance kicked off in week 4 — pilot campaigns went live with the launch.

Results

Demo conversion grew 3.2×, average deal +34%, time on page 3:42. Lumen's team can now update content and ship new landings without us.

Retrospective

The big risk — running marketing in parallel with the build — was managed via daily syncs and a shared Linear board. Next time we'll add a 7-day quiet period after launch: paid traffic on day 1 made early metrics noisy.

Gallery

01

Hero · homepage

02

Pricing matrix

03

Onboarding modal

04

Mobile dashboard

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