Lumeno
Project Story
Lumeno Analytics helps retail chains understand footfall and conversion across hundreds of stores. Their product worked, their data was trusted, and their website explained almost none of it, so sales depended entirely on the founders' personal networks. OpenNeux rebuilt the marketing site and product story to let the product sell to strangers: clear explanations, credible proof, and a demo journey designed for busy retail executives rather than analysts.
Retail executives do not buy charts; they buy decisions. Interviews with Lumeno's happiest customers revealed that the product's value lived in three specific weekly decisions: where to send staff, which stores need attention, and whether a promotion actually worked. The new site was organised around those decisions, showing the exact screens that inform them. The buying unit is a small committee, so the site was designed to be forwarded: every claim carries its evidence, one click deep.
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Problem
The old site described Lumeno in the vocabulary of its engineers: pipelines, ingestion, telemetry. Visitors could not tell within a minute what the product did, who it served, or how it differed from the dashboard tool their stores already had. There were no customer stories, no numbers, and no screenshots of the actual product, only abstract illustrations. The demo form asked for nine fields before offering anything, and almost nobody completed it.
The credibility gap had a second layer. Retail is a conservative industry that buys on peer proof, and Lumeno's proof was trapped in private slide decks and the founders' memories. Case results that would persuade any retail director, a chain that cut staffing costs while raising conversion, existed only as anecdotes told on calls. Meanwhile competitors with weaker products told tighter stories and won pilots by default. The site also failed Lumeno's own hiring and partnership goals: potential partners could not grasp the platform's integrations, and candidates could not feel the company's quality. The site had been maintained as an afterthought, and it showed in inconsistent pages and a blog abandoned mid-year. Lumeno did not need decoration. It needed its clearest salesperson rebuilt: one that works at midnight, in another time zone, for a stranger who will give it ninety seconds.
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Solution
The new site leads with the decisions: three story-led pages mirror the three weekly questions, each pairing a plain-language explanation with the real product screen that answers it. Abstract illustrations were replaced throughout by the actual interface, presented on a calm design system built from Lumeno's data colours. The demo journey became a guided product tour first, with the form reduced to three fields and moved to the end.
We built a proof library the team can extend without us: structured case-study templates that force the story into problem, decision, and measured result, plus a small set of approved charts and quotes. Two launch stories carried the numbers prospects ask for, including the staffing result, told with the customer's name and permission. Within two quarters, demo requests from the site had tripled, and sales cycles shortened because committees arrived pre-informed.
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