CHALLENGE

• Figment, Lumosity's creativity app, aimed to foster creative thinking through bite-sized experiences.

• The design system for Figment needed to align with Lumosity's broader global strategy.

• The project required managing a diverse design team through an end-to-end process encompassing research, ideation, execution, and rollout.

APPROACH

• Research and Exploration: The project commenced with in-depth research. Primary research was supplemented with secondary research to comprehend the problem, opportunity space, and competition. Customer interviews and insights from the field of creativity and neuroscience contributed to a well-rounded understanding.

• Scientific Foundation: The team emphasized that creativity is an innate skill that can be nurtured, backed by scientific evidence. This positioning resonated with Lumosity's scientific roots and underpinned the brand's strategy.

• Addressing the Desire for Creativity: Statistical data revealed that a substantial portion of educated individuals sought greater creative abilities. The team aimed to bridge this gap by offering a platform to cultivate creativity

• Wellbeing and Fulfillment: Linking creativity to overall wellbeing, particularly happiness and overcoming depressive feelings, became a cornerstone of the brand's message.

• Brand Vision and Identity: Collaborative efforts led to defining a brand vision, mission, and position. Key audiences were identified, a brand persona was crafted, values were established, and design principles were outlined.

• Flexible Design System: A versatile design system was developed to cater to product, marketing, and communication needs. This system, inclusive of naming, messaging, visual identity, web templates, and app store assets, formed the foundation for a comprehensive brand toolkit.

RESULTS

Strategic Transformation: The Figment project not only revamped the brand but also met the objectives of various stakeholders. This success served as a stepping stone for Lumosity's entry into new markets.

Positive Metrics Uplift:

• +325% Uplift in Installs: The app gained remarkable traction within a week.

• +30% Uplift in Retention: User engagement and satisfaction increased significantly.

• +20% Uplift in Active Users: A notable growth in the user base was observed.

• +12% Uplift in Engagement: Users became more engaged with the app's content and features.

Continued Impact: The work carried out on Figment continues to drive its development and growth, making a lasting contribution to Lumosity's product landscape.