Web and Store Concepts

Challenges

There wasn't a style guide or coherent brand identity established for the startup. They were moving fast, and these details weren't a priority early on. Many customers struggled with setting up the bulbs, and support was done primarily through email. Potential customers had to scroll near the end of the page before they were shown an option to purchase a light bulb. LIFX couldn't manufacture bulbs fast enough to meet demand at the time, and the only way customers could buy them was through the LIFX website. The Shopify store was put together quickly to sell bulbs, and was a grid of bulbs of various colours, packs, types, bundles and so on. There were reports of people buying the wrong type of light bulb (Edison/screw vs bayonet), and sometimes the wrong colour.

Neat stuff

• The LIFX bulbs were handed out to staff like they were lollies
• It was cool to use colours like hot pink at the time
• There were hundreds of beautiful multi-coloured lights on display in the Cremorne workplace

My Contribution

I established a colour palette to use across the web products that comprised of warm neutral tones with a single highlight colour (hot pink).

I added a button to watch the kickstarter video in a lightbox, rather than inline at the top of the page. Customers viewing the page would see a primary action ("Buy Now") and a secondary action ("Watch our video").

Instead of listing every bulb option as a pack, I decided on a purchasing flow that let customers see the product they were ordering. The steps in the flow let them select the bulb model, colour, cap type, and then the quantity.