Design that drives growth.
Lumi is a design partner for product-led startups. We work with ambitious teams to create product experiences that drive value.
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From launch to acquisition in a year - Trello
Our accomplishments:
- Designed & Built a desktop app for Trello, shipped in 3 weeks from idea
- 10,000+ sales and 4.6+ star rating on App Store
- 2x 'Product of the Day' on Product Hunt
- Acquired by Atlassian in September 2017 and announced on stage by Trello CEO during 2017 Atlassian Summit
Paws for Trello was born out of a personal need. Three weeks later the first version was live on the Mac App Store. Fourteen months and countless updates later it became the official Trello desktop app, announced by Trello CEO at Atlassian Summit 2017.
Delivering the best Trello experience for desktop
In 2016, Trello was only officially available as a browser application and a native app was much needed and asked for by thousands of Trello users. We decided to take on the challenge. Our main intention and ambition then was delivering a smooth, stable and fast Trello experience. We also identified the shortcomings of competitors’ products, and improved on them significantly in Paws for Trello.
The best Trello app on the market
Users quickly recognised Paws for Trello as the best available Trello desktop app. With warm reception from the early-adopter community on Product Hunt, over 10,000 purchased copies and a steady rating of 4.6+ stars, it was by far the best-rated and most popular desktop client for Trello.
Acquisition by Atlassian
In mid 2017, Atlassian, the owner of Trello, got in touch about acquiring the app. After the process was complete, Trello Desktop was introduced on stage during the Atlassian Summit 2017. It quickly became a mainstay on main screens of Apple App Store and Microsoft Store.
The app we imagined, designed & developed is still the basis of Trello Desktop today. It is currently used by 3+ million people.
The journey from a poolside in Tenerife to the stage at Atlassian Summit was not something we could ever plan for. It was all made possible by the support of our customers and our determination to serve them, by delivering the best product possible.
Bringing true spam call protection with Robokiller
Robokiller’s team was aware of the spam call problem in the US, and had the groundbreaking technology to solve it. We worked on the project from its inception in 2015, through the incredible growth period that led to acquisition of the whole company by IAC in 2018.
As a result of close collaboration with the development, product and growth teams at Robokiller, we created a maximally simple, intuitive experience that lets people receive all the benefits of spam protection in just a matter of minutes.
We also designed the innovative feature called Answerbots. Robokiller's system picked up calls from spammers and telemarketers and played back custom recordings. That simplicity was exactly the source of success. The technology worked its magic in the background.
Our starting point for growing Robokiller was to address all the points of friction - places in the experience where users got stuck, lost interest, or left the product dissatisfied. With thousands of new users trying the product every day, we continuously ran tests and brought improvements methodically.
Most people in North America experience spam calls every day. Which means... literally everyone was in Robokiller’s demographic. Our focus quickly became about making the experience straightforward, simple and joyful.
The key point of that was our user's first experience with the product - when they made the purchase decision and set up Robokiller protection. Making the process simpler and faster had a huge impact on the business, with individual tests resulting in up to 10-20% improvements in conversion.
In 18 months, Robokiller app has reached over 1,5 million paid users monthly, with the company being acquired by IAC. One of the highlights of our work was also being features on Apple's App Store, as well as in multiple media outlets throughout the years.
UX and UI redesign of Koa's mobile app
Koa is a unique savings tool, enabling users to create their savings goals, start saving no matter how small the deposits are, and earn up to 10% interest daily (yes, really!)
The team approached us with a request for full redesign of their mobile app. The app was just coded previously - there were no design assets to start with.
We began work by doing research on other payment apps available in Kenya and rest of Africa. Then we made UX wireframes focused on engaging the user from the start, encouraging them to create their savings goals and add money to their account quickly. Throughout the project we've worked a lot with Koa's customer support team on learning what is important for their users.
The challenge with UI was to create solutions that would be familiar to users in Kenya, as well as modern and attractive enough for a young audience. After some iterations, we ended up with a design really highlighting the goals functionality and making the payment process fast.
Enabling a successful launch for Kicky
Before:
- Launching a product in pilot market
- Need landing page to generate initial customers
- Getting ready to fundraising after pilot launch
With Lumi:
- Designed a beautiful landing page & onboarding flow
- Supported public launch of their product
- Improved the business model helping Kicky be more profitable from Day 1
Kicky came to us with a very exciting challenge. From our first conversation, their value proposition and mission resonated with our team. On one hand Kicky is giving everyone access to great artists and great art in their own space; on the other – it is helping artists make recurring income and profit from future appreciation of their work. The challenge was explaining and selling that vision to both sides in a simple, compelling and familiar way.
In our 4-day Product Lab, we worked with Kicky to understand the current situation for artists and collectors, find the solution that works as a scalable, easy to understand business model and create a landing page and an onboarding process for both artists and collectors.
Kicky's founders – Brenton and Luke – left the week with a beautiful landing page design, and excited to launch a simpler, leaner business model to the world.
Validating a business model pivot with Iungo
Before:
- Innovative technology that allows anyone to explore 60,000 career paths
- Early traction with B2B model for universities & colleges
- Team wants to explore a B2C business model
With Lumi:
- Validated B2C business model in one week
- 8 out of 9 interviewed customers were ready to purchase the product
- Team saved 3+ months & changed their roadmap after learnings
Iungo came to us with the idea of exploring the business to customer market for Opus, their career advice and guidance platform. Opus provides a truly innovative solution to anyone who is looking to make big career decisions, whether it is a high school student, a person re-entering the workforce or a professional looking for a career change. But even though it can provide users with incredible, data-driven advice, the founders thought they were missing out on the full potential of the platform.
In our 4-day Product Lab, we worked with Iungo to understand the problem, find the solution and create a prototype of the onboarding process for a new mobile application. We specifically focused on messaging and quickly providing lots of value to customers.
In the end, we interviewed users in order to validate our ideas & assumptions. The interviews revealed that eight out of nine people would purchase the app immediately and were excited about the opportunity it presents. Additionally, we identified clear patterns in who found the app valuable and why, giving the team key insights for further product & marketing work.
This left the Iungo team aligned on the next steps & their priorities, and a clear roadmap for the coming months.
Creating a new product and going to market - DIDIT
Before:
- Identified market opportunity
- Lacked resources to execute & move quickly
- Getting ready to launch a new product
With Lumi:
- Validated market opportunity in one week
- Shipped first version of the product in a few months
- Improved, expanded and validated new product fully in 4 months
We have been working with DiscoEat (and now Didit) since mid 2021. What was first an exploration and validation of an idea became a partnership and full UX & UI design of a new product. We've been helping the founders allocate their resources and attention better in order to create, ship & sell a disruptive product in a fraction of the time.
When we started working together, DiscoEat had identified a niche in their market. Only 1% of restaurants in Germany accepted payments via phone and competitors were not even close to entering the market due to the fragmented ecosystem. The founders were ready for innovation and we were thrilled to join them on this journey.
Shipping a beautiful product together
Since then, we’ve worked with the growing Didit team to:
- Establish the full functionality of the new product
- Design & test the user experience
- Create a brand new UI design of the product with new typography, branding and colours
- Work with the internal team to refine, iterate, standardise and learn
Impact on Didit
The result is a product that has been fast to develop and has clear advantages over the competition:
- With Didit, it takes 15 seconds to pay for a restaurant bill with your phone
- Splitting the bill with your friends is easy and allows flexibility & speed that no competitor offers
- Restaurants have a range of important customisation options available to them, that are also not available anywhere else
- The Didit design team already owns the product design, as we were partners and co-creators throughout. No hand-off was necessary and they’re fully equipped to use and build on all the deliverables that the Lumi sprints give them.
Reviews
the project
Landing Page & Product Onboarding Revamp for VC Firm
"They’re always on time, and they’re committed and responsible."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I'm the Head of Product at a venture capital (VC) firm. This project was for one of our portfolio companies that offers sustainability as a service to e-commerce businesses.
What challenge were you trying to address with Lumi?
I hired them to work for one of our portfolio companies.
What was the scope of their involvement?
Lumi’s did two parts in the service design and delivery. The first work involved elevating the landing page of the portfolio company. Since the portfolio company was going after two customer segments, their message wasn’t focused on any segment. As a result, their message wasn't effective.
After that, what we did was to define the persona better and strategically lead the discussion so that we could focus on one customer segment, which was better acquired through a digital landing page. The other customer segment had a sales-driven approach where they called up companies who would then become customers. In the end, we realized that the landing page was more effective in attracting a customer segment.
Along with that, they helped in redesigning copies to enhance the value proposition. In doing so, the copy catered and resonated to one customer segment, rather than trying to make everybody happy. For the second one, they were in charge of rehashing and improving the portfolio company's product onboarding process, including the UX design and general flow of the onboarding.
What is the team composition?
We’re working with two people from their company.
How did you come to work with Lumi?
I was introduced to the founder of Lumi through a close contact, and I chose them because I liked their strategic approach and their deep understanding of what could be added to amplify efforts to drive traffic and onboard customers. They were also able to articulate all of their capabilities, which allowed me to manage my expectations and draw insights from our conversations.
How much have you invested with them?
We’ve spent in the ballpark of £5,000 (approximately $6,700 USD).
What is the status of this engagement?
Our ongoing partnership began in September 2021.
What evidence can you share that demonstrates the impact of the engagement?
Anecdotally, the founders of the portfolio company have been impressed with their work. Lumi has been doing a tremendous amount of work on the website. Additionally, the team has been able to contribute in strategically steering and helping us understand and uncover blind spots. The quality of their work and their speed are great, and they’ve pushed the portfolio company into thinking further steps on what should be embedded into the design solutions. They have great personalities, and we really feel comfortable working with them.
Quantitatively, they’ve been able to reduce the onboarding process from eight to four steps, which is significant because the portfolio company wants to onboard users as quickly as possible. That move has helped the onboarding process to be more direct, which boosted users’ activation.
How did Lumi perform from a project management standpoint?
They’ve been able to scope properly in the beginning, and they’re excellent at proactively leading the discussion and rationalizing if we need to adjust the timeline. We appreciate that they understand that some things need to be changed last minute.
Furthermore, they’re always on time, and they’re committed and responsible. They also have a good combination of good deliverables and efficiency. We monitor their work through Notion.
What did you find most impressive about them?
They’ve been able to build rapport with the founders of the portfolio company in a quick manner. They’re also genuinely interested in the business’s value proposition, market positioning, and viability, and they study the materials we give them and think through how they can be helpful.
For example, they’ve had some opinions about the pricing of the portfolio company. Based on their research, companies offering similar services are pricing their offers at a much higher rate, which gives the portfolio company the opportunity to scale their pricing if they want to. In that sense, they try to create as much overlap as possible to understand where the business needs to go. Realistically, Lumi can’t commit to those conversations all the time because they have to focus on what they’re good at.
Are there any areas they could improve?
No.
Do you have any advice for potential customers?
Challenge them and be proactive in your ideas and feedback because they’re good at taking feedback and doing something about it. They’re also open to continuously learning and growing.
the project
UI/UX Design for Computer Software Startup
"We appreciate that Lumi thinks how their UI/UX designs will help us get more customers and secure more business."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the founder of Rapidream, and we’re a funded startup and we’ve been through four rounds. We’re currently rolling out a tool that is designed to code solutions for developers. To be specific, our tool will help developers translate Figma designs to React code.
What challenge were you trying to address with Lumi?
When we launched a couple of months ago, we didn't get any traction. As a result, we looked for a company that had expertise in product-market fit and had high-level UI/UX design abilities.
What was the scope of their involvement?
We had been very active in developing our product, but with Lumi’s advice, we stopped developing for around 12 months. We did that in order to have conversations regarding our potential users and methodically work our way through finding the right user persona.
We met with them every day, and we collected a lot of information from many people — literally hundreds of conversations to determine what our ideal customer persona was. After that, they used Figma to create our product’s UI/UX design. We continue to work with them in improving our product.
What is the team composition?
We primarily work with Milosz (Founder).
How did you come to work with Lumi?
I met Milosz through my network on LinkedIn. I had already been searching around, but I couldn’t find an agency that really fit what we were looking for. Milosz’s background as a developer was impressive. After a couple of initial meetings with him, Lumi was one of the only agencies I found that had experience in UI/UX design as well as expertise in product-market fit strategies.
How much have you invested with them?
We’ve spent $75,000–$100,000. In addition to their regular rates, we’ve given them some equity from our company.
What is the status of this engagement?
Our ongoing collaboration started in October 2020.
What evidence can you share that demonstrates the impact of the engagement?
Within 10 weeks of contacting them, we’ve been able to open our second funding round for a fairly sizable amount of money. We’ve closed that within one week, and people have been really impressed with our product, much of it was due to the product-market fit research we had done. They work extremely quickly and put together a beautiful interface, which made us look like we’ve been in business for a long time.
How did Lumi perform from a project management standpoint?
We have a Notion board where everything is broken down, including our meetings, briefs, takeaways, conversations, actionable items, and more. We don’t just aimlessly discuss things because Lumi makes sure that everything is tracked. So far, we’re well-informed on the project’s progress all the time. Overall, they have a fantastic project management process, and they’re always on top of everything.
They’re very responsive and professional; we have regular calls with them everyday. However, as things started building up, we’ve also increased our meetings. All of our communication is remote, and we use Zoom to get in touch.
What did you find most impressive about them?
We appreciate that Lumi thinks how their UI/UX designs will help us get more customers and secure more business. They don’t just develop something pretty, they make sure that our product’s not going to be clunky. The team’s product-market fit experience has really made a huge difference in our project. With other design agencies we’ve worked in the past, there’s no awareness or sensitivity when it comes to that.
Are there any areas they could improve?
I can come up with some things, but I genuinely think that there’s nothing at the top of my head that I consider as a serious problem.
Do you have any advice for potential customers?
Trust Lumi to figure out what you need and how your product should function and how your UI/UX should work. Essentially, you need to establish your product’s features as well as your product flow before giving them a go-ahead to make your product pretty.
the project
BI & Analytics for Yield Management Company
"They were well-organized and timely."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I'm one of the two founders and managing directors of DiscoEat. We enable restaurants to increase their profits with in-restaurant payments, dynamic pricing, reservations & ordering.
For what projects/services did your company hire Lumi, and what were your goals?
Understand if our short term goal (next 2 years) is the right goal
How did you select this vendor and what were the deciding factors?
We got in touch with Milosz via a friend and we believed they had the right experience to help us proving our clear goal for the next two years via a detailed analysis and process
Describe the scope of work in detail, including the project steps, key deliverables, and technologies used.
We made a short sprint of 5 days: 1. define the goal 2. define problems and solutions 3. Identify root causes 4. define milestones to reach 5. Presentation to shareholders of DiscoEat 6. Adjust milestones We did this over a Miro board
How many people from the vendor's team worked with you, and what were their positions?
We have been working with 2 people who had different background to be able to support on both aspects (product and sales)
Can you share any measurable outcomes of the project or general feedback about the deliverables?
Not yet as the new product is in development. Definitely it helped in proving our initial hypothesis.
Describe their project management style, including communication tools and timeliness.
We had a five days project. We agreed before the time and adjusted based on our requirements. We used google calendar for the schedule, zoom for the calls and a miro board for the sprint work
What did you find most impressive or unique about this company?
I believe the miro board was really well prepared with all possible steps to follow for such a sprint. They were well-organized and timely.
Are there any areas for improvement or something they could have done differently?
We only had minor issues about the internet connection one day so we had to postpone our call but nothing they could forecast.
the project
UI/UX Design for B2B SaaS Company
"The collaboration with Lumi Design was very friendly and effective."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I am co-founder and managing director at Echometer.
For what projects/services did your company hire Lumi Design?
We hired Lumi to review and generate ideas on how we can improve the conversion (sign-up rate) in our B2B SaaS onboarding process.
How did you select this vendor?
We did our own research on design / UX agencies with PLG / B2B SaaS-experience and where then approached by Lumi. Their experience in SaaS + PLG convinced us to start with them.
Describe the project in detail and walk through the stages of the project.
We followed Lumi's "Product Lab" format which is based on the Google Design Sprint (4 day program).
How many resources from the vendor's team worked with you, and what were their positions?
We worked with 3 people from UX and product.
Can you share any outcomes from the project that demonstrate progress or success?
We're happy with the ideas and concepts Lumi provided to us. We're currently implementing the changes and are confident that the changes will bring significant improvements to our conversion rates.
How effective was the workflow between your team and theirs?
The collaboration with Lumi Design was very friendly and effective.
What did you find most impressive or unique about this company?
Their experience in B2B SaaS helps to prioritize ideas and evaluate potentials quickly. Also their well-founded process gives a clear structure and guidance throughout the collaboration.
Are there any areas for improvement or something they could have done differently?
I can't think of anything that we could have done significantly different at the moment.
the project
POC & Wireframe Dev for PropTech Company
"We were blown away by how they took all the complexity we threw at them and delivered intuitive wireframes."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I am the COO of a platform to enable rapid decarbonisation retrofits.
For what projects/services did your company hire Lumi Design?
We were having trouble getting an understanding of our MVP and what we needed to build over the next 3 months. We wanted to get a clear picture of the proof of concept a draft product roadmap for the proof of concept.
How did you select this vendor?
I met a member of Lumi at a Climate Innovation Tech conference and we decided to pursue working together.
Describe the project in detail and walk through the stages of the project.
The team took us through a whole design sprint condensed into a week. They started off with expert interviews and asking lots of 'how might we?' questions and prioritised these into the most important features for our MVP. They then asked us about our bigger picture plans and the biggest risks to achieving these we were facing right now. Then they delivered lightening demos of similar products that inspired them. Then they created the initial wireframes, got our feedback and refined them. Throughout, they asked us for constant feedback and also conducted interviews with our customers.
How many resources from the vendor's team worked with you, and what were their positions?
3 people ran the design sprint, 2 were founders of the company and 1 was a product designer.
Can you share any outcomes from the project that demonstrate progress or success?
We were absolutely delighted with the outcomes of the sprint. Lumi delivered everything we had hoped for and more, as they also taught us about the product development methodology they had employed and pushed us to prioritise features and our ideas. Our customers loved the wireframes and off the back of them, we are much closer to moving some customers towards paying for our MVP.
How effective was the workflow between your team and theirs?
Everyone on the Lumi team was brilliant to work with and very communicative. They managed our expectations throughout and let us know if there were any changes to their timings. They went above and beyond in their support.
What did you find most impressive or unique about this company?
Their ability to understand a complex underlying technology and a brand new industry was insane. We were blown away by how they took all the complexity we threw at them and delivered intuitive wireframes.
Are there any areas for improvement or something they could have done differently?
During the preparation for the sprint, we were a little unclear exactly what they wanted to get out of the conversations with our customers. This could have been better, but was all fine in the end.
the project
Marketing Web Development for Art Rental Marketplace
"Their approach to project management was super effective."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
Kicky is a platform that enables patrons to rent original local artworks in their space while ensuring artists are fairly paid for their work. I am a founder and the CTO.
For what projects/services did your company hire Lumi?
We hired Lumi to design our marketing site.
How did you select this vendor and what were the deciding factors?
Lumi demonstrated a solid understanding of what we needed and the ability to come up with good solutions during our discovery meeting.
Describe the project in detail and walk through the stages of the project.
We did a one week sprint.
How many resources from the vendor's team worked with you, and what were their positions?
We had three Lumi teammembers working with us.
Can you share any outcomes from the project that demonstrate progress or success?
How effective was the workflow between your team and theirs?
Their approach to project management was super effective!
What did you find most impressive or unique about this company?
Really amazing results in a short amount of time!
Are there any areas for improvement or something they could have done differently?
They're awesome! Wish they were't so busy!
the project
Market Research & Strategy for Business Coaching Platform
"They had an excellent process — clear, concise, and effective."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
We launched our mobile web app and have struggled to gain traction. We get great feedback on the content but fail to get subscribers in high numbers.
For what projects/services did your company hire Lumi?
We asked Lumi to help us understand the question we needed to answer and to get feedback from our audience as to what kind of onboarding journey and user experience they wanted. They also helped us narrow down our audience.
How did you select this vendor and what were the deciding factors?
They have re-designed our onboarding flow, simplified our messaging and advised us to use kajabi instead of spending more money of developers. Our plan now is to re-camp our offering, get traction and then seek to build a native app.
Describe the project in detail and walk through the stages of the project.
Discovery, question to be answered, review, research, reveal solution.
How many resources from the vendor's team worked with you, and what were their positions?
2 - both founders
Can you share any outcomes from the project that demonstrate progress or success?
Yes, we’ve changed our strategy and will be putting resources into marketing our new product rather than into software development.
How effective was the workflow between your team and theirs?
Excellent very smooth
What did you find most impressive or unique about this company?
They had an excellent process — clear, concise, and effective.
Are there any areas for improvement or something they could have done differently?
No
the project
Web Dev & Design for Music Tech Company
"Their ability to listen and deliver what we didn't know we needed were outstanding."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I am the co-founder and CGO at Musiversal. We're a music technology company, making anyone a music creator.
For what projects/services did your company hire Lumi?
Lumi designed and developed a new website for us, linking our tech stack together, incl. Wix, Paypal, GTM and more.
How did you select this vendor and what were the deciding factors?
Their track record, reputation and values was the most important factors.
Describe the project in detail and walk through the stages of the project.
Lumi designed a website. We ran 3 iterations. They managed the project autonomously and was driving the project to completion and implementation without much support required from us.
How many resources from the vendor's team worked with you, and what were their positions?
Milosz. Founder and designer.
How effective was the workflow between your team and theirs?
Extremely effective. 5/5!!
What did you find most impressive or unique about this company?
Their ability to listen and deliver what we didn't know we needed were outstanding.
Are there any areas for improvement or something they could have done differently?
I would've loved to see a more progressive web experience. That said, we didn't have the time and it was out of scope.
the project
UI/UX Design for Open Innovation Platform
"Their understanding, empathy, and professionalism were paramount."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I am Founder of an Open Innovation platform.
For what projects/services did your company hire Lumi?
We wanted to create a platform where the experience mirrored the way in which people build ideas, collaborate and self organise.
How did you select this vendor?
Our relationship grew through shared values and an understanding of the context and nature of the problem we were trying to solve.
Describe the project in detail and walk through the stages of the project.
The project was unstructured, the problem and product fit Ill defined. Lumi embraced this unconventional setup and brought an appropriate rigour to the design process, whilst still allowing us to think in a creative and unconstrained way.
How many resources from the vendor's team worked with you, and what were their positions?
We worked with two of the companies founders.
Can you share any outcomes from the project that demonstrate progress or success?
Together, we have created an innovative, brave and sharp user experience. The platform is shortly to be deployed in some major sectors.
How effective was the workflow between your team and theirs?
The workflow was seamless.
What did you find most impressive or unique about this company?
Their understanding, empathy and professionalism were paramount. They responded promptly and honestly.
Are there any areas for improvement or something they could have done differently?
No
Lumi has been able to reduce the portfolio firm's onboarding process by half. Stakeholders are also impressed with the team's high-quality work and incredible speed. Their ability to identify solutions, interest in the client's business, and openness to implementing changes are key to their success.