INDUSTRY
Fitness
LOCATION
Madison Wisconsion
SERVICES PROVIDED
Website Design, Development & Project Management
02 | THE STARTING POINT
Lucy and Maya were building Luma Lab from the ground up. Two fitness instructors with full-time jobs, teaching Pilates and yoga on the side, putting together an at-home studio that would bring their classes to people wherever they are.
They started out considering a drag-and-drop builder. However the more they thought it through, the more it became clear that a template wouldn't carry the brand they were trying to establish.
03 | WHAT WAS GETTING IN THE WAY
Luma Lab was still early. The content library was in progress and the product wasn't ready to sell. What they needed first was a way to build an audience before launch, which meant the site had one job: turn visitors into waitlist signups.
That's a different problem than showcasing a finished product. The site had to be convincing enough to get users to commit to the email list prior to the product drop.
04 | THE APPROACH
We built the site around the waitlist. Founding member pricing gave people a concrete reason to sign up early, and the structure moves users toward that one action from the first screen.
Because they were starting from scratch, the work went past design. I helped them think through the domain, sort out which integrations they actually needed, and acted as a Product Manager for the project. When you're building a business for the first time, the technical decisions pile up quickly, and it's easy to feel overwhelmed.
05 | WHAT’S DIFFERENT NOW
Luma Lab has a site that collects interest in their product through their waitlist. The brand looks established and supports their vision of their brand identity, and the second phase is underway.
