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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