Making Custom Printing Click: Bringing Lume into the Spotlight
Project Overview
This is a conceptual project aimed at creating the digital presence for Lume, a local printing and embroidery business, as part of the Google UX Design Certificate.
The Problem
Custom printing is often overlooked—many don’t realize its potential and possibilities. Lume wanted to change that, but without a digital presence, it remained unseen.
The Goal
Bridge the gap between curiosity and creation, helping users navigate the world of custom printing and turn their ideas into reality.
My Role
Product Designer – Conducted research, designed the IA, created wireframes, and developed UI refinements.
Responsibilities
User research, information architecture, wireframing, prototyping, usability testing, and design system development.
Timeline
This project was developed over a six-month structured course, balancing this project with other commitments.
Understanding The User
From Idea to Reality: Making Custom Printing Effortless
While some struggle to visualize their ideas, others fear the final product won’t meet their expectations. This hesitation, combined with a lack of guidance, often leads potential customers to abandon the process before even starting. The goal? Not just to showcase Lume’s services, but to empower users—building confidence in both the brand and their own creativity.
Persona
To design a more efficient shopping experience tailored to user needs, I defined four key user profiles based on behavioral patterns and shopping goals. These profiles helped me prioritize essential features and enhance app navigation.
The Thoughtful Gifter
Carolina (27)
Community Manager
Vigo, Spain
Carolina treasures the little moments with her family. For her, a gift is more than just an object—it’s a way to express love and make others feel special. She loves coming up with meaningful ideas, but when a personalized gift feels like the perfect choice, she often gets stuck—not knowing where to start or how to bring her vision to life.
Pain points
Self-doubt: She has great ideas but feels unsure about the process, making her doubt whether she has the skills to make them happen.
Skepticism: She worries that the final product might look unpolished or amateurish, making her hesitant to place an order.
Motivations
Connect with her loved ones and make them feel special through thoughtful gifts.
Enjoy the creative process without feeling overwhelmed or frustrated.
The Meaningful Stay Maker
Guillermo (42)
Guesthouse Owner
Mos, Spain
Guillermo believes that every stay at his guesthouse should be more than just a visit—it should be a memorable experience. After years in hospitality, he’s learned that small details leave a lasting impact. He wants to offer guests a unique souvenir that captures their stay and makes them want to share it. However, with limited time, he struggles to find a practical way to make this happen.
Pain points
Time constraints: Running a guesthouse is demanding, and he can’t commit to complex projects that require much of his time.
Unawareness: He knows he wants to offer guests a personal souvenir but isn’t sure how to approach it.
Motivations
Grow his business, by creating a guest experience that feels personal and memorable, strengthening their connection with his brand.
Take pride in his project, knowing it brings joy to others and creates lasting connections.
Pain Points
A user survey conducted during the discovery phase revealed key barriers users face when considering custom printing, ensuring the design solutions directly addressed their needs.
1. Unawareness
Users are often unaware of the potential of these services. Seeing them as complicated, they struggle to understand how to create designs or where to find professional support, often overlooking these options.
2. Skepticism
Potential customers worry that the final product may not meet their expectations. The most common concerns include a lack of real customer references and uncertainty about product durability.
3. Self-doubt
Some users hesitate to use these services, unsure of their creative skills. Others doubt their ability to turn an idea into reality, making the process feel out of reach.
User Journey
Carolina’s User Journey – Creating a Personalized Gift
Guillermo’s User Journey – Creating a Personalized Keepsake for Guests
Paper Wireframes
To bridge ideation and prototyping, I created paper wireframes after dynamic brainstorming sessions, including exercises like Crazy Eights. These sketches quickly turned abstract ideas into clear solutions, guiding the digital prototypes.
Digital Wireframes
I translated paper wireframes into digital designs to quickly test structure, clarity, and user flow. These wireframes allowed me to conduct early usability studies, directly incorporating user feedback into the design process.
*️⃣ “This prototype is best viewed on desktop. I kept it interactive even though embedding fully responsive Figma iframes on mobile can be a little tricky — but interaction matters more than pixel-perfection.”
Usuability Study Findings
After testing digital wireframes with potential users, I identified clear areas for improvement:
1. Customization Button Hard to Find:
Some users struggled to locate the customization button, highlighting the need for clearer positioning and visual prominence.
2. Unclear and Frustrating Navigation:
Initial navigation confused users due to insufficient visual cues. Introducing relevant iconography will reduce text dependency and enhance intuitiveness.
3. Email Matters More Than Expected
At first, I saw email as just another confirmation method, but user feedback showed me otherwise. For many, the confirmation email isn’t just a receipt—it’s their go-to reference for tracking and peace of mind.
Redefining the Design
Based on usability insights, I refined the design. Below, you can see side-by-side comparisons highlighting how user feedback directly shaped a more intuitive and satisfying experience.
1. Customization button was hard to find, so:
Increased size and contrast to boost visibility.
Added an icon for quicker recognition.
Improved placement to enhance discoverability.
2. Navigation was unclear and frustrating, so:
Added relevant icons to improve scannability.
Enhanced button affordance with clearer visual cues.
Adjusted text hierarchy for better readability.
3. Email mattered more than expected, so:
Clearly indicated that an email has been sent.
Displayed the recipient’s email for reassurance.
Provided troubleshooting steps for missing emails.
Offered easy access to support for order modifications.
Next Steps
Remember: this project is still evolving! Here’s what’s coming next:
1. Brand Definition
Lume has a logo, but not much else in terms of visual identity. Even though this isn’t a branding project, defining some key brand elements will help give the final design a clearer and stronger personality.
2. Design System
Once the branding is set, I’ll translate it into a practical design system to keep things consistent and simplify future design decisions.
3. High-Fidelity Prototype
With the design system ready, I’ll create a polished prototype to put all the usability feedback into action. This prototype will serve as a solid base for further testing and future iterations.
Current Project Status
1. Empathize, Define, & Ideate
2. Low-Fidelity Prototypes
3. High-Fidelity Prototypes
Other Proyects
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