Centralis and Lutron define the best-in-class shopping experience for home lighting solutions
Lutron Electronics Company is the leading manufacturer of lighting controls worldwide and the inventor of the dimmer switch. Lutron light control products range from individual dimmers to total light management systems that control whole homes and entire building complexes. Some of the larger Lutron light control systems in the US include the New York Times Building in New York, Lincoln Financial Field in Philadelphia, and the Orange County Convention Center in Orlando.
Lutron sought to explore how people incorporate lighting controls into their current design projects and how the goals, needs and questions of users at Lutronstore.com might be best answered. They also desired to uncover what information, features and support are needed to meet customer goals and maximize engagement and conversion.
Centralis conducted usability testing and interactive focus groups with homeowners in multiple U.S. markets. Our research revealed that most consumers had never considered lighting solutions as a design element - most were unaware of the variety of options available. Testing also uncovered key usability issues with the site's organizational structure and checkout process that adversely impacted sale conversions.
Centralis' design recommendations included a revised information architecture and enhanced gallery pages to showcase the breadth of products available and provide a source of inspiration for home decor. We also streamlined the checkout process to increase user efficiency while surfacing related products. Lutron is implementing the changes, which are due to go live in the second half of this year.