Luminary has a process that has been tried and tested over many years across a wide variety of projects. Our UX and strategy services encompass: UX design and research, CX strategy, content strategy, search engine optimisation (SEO), generative engine optimisation (GEO), data analytics, conversion rate optimisation (CRO), accessibility auditing and remediation, and service design.
UX and strategy are about bringing to life solutions that meet human needs. Our process, therefore, dedicates time spent with the people we are designing for so that we can explore their needs, emotions and behaviours. The insights we gather ensure that the products and services we produce are innovative and create measurable change.
Iteration and user testing ensure our products are finely tuned, down to the smallest of details and interactions. This early and often feedback on low-cost rapid prototypes creates velocity in our process, reducing tunnel vision and sunk cost on bad ideas.
Once built, products continue to evolve. Through continuous support and collaboration with our data and technical teams, we grow and optimise them to meet your ongoing business objectives.
Get in touch todayWe have a proven track record in strategy and UX
The diversity of our strategy and UX clients is testament to the depth and breadth of our expertise in these areas. Here is just a small selection of our projects.
The Salvation Army Discovery Project
A deep discovery engagement with Luminary has helped lay the foundations for a far more user-centric website for The Salvation Army.
BYD Discovery
Electric vehicle manufacturer BYD engaged Luminary to provide it with a digital strategy to enhance its online presence and consolidate its positioning as a leading EV brand in the Australian market.
Simplot
Simplot has been serving up convenient, balanced meals for decades, found on the shelves of major supermarkets and in the pantries of Australians and New Zealanders.
Reward Hospitality
Reward Hospitality recognised that taking its website to the next level meant deep diving into UX and design.
UNICEF Australia
UNICEF Australia engaged Luminary to undertake a complete website rebuild, from discovery through to continuous improvement.
Clipsal Virtual Smart Home
Clipsal wanted a virtual way to let customers experience the benefits of living in a Clipsal Wiser Smart Home.
SILK Laser Clinics
SILK Laser Clinics engaged Luminary to undertake a discovery project that would identify key digital transformation opportunities and lay the foundation for a future-proof online experience.
Clipsal Electrical Design Application
The Clipsal Electrical Design Application is a web-based app that enables professional consultants to help homeowners who are building or renovating to tailor their electrical, lighting and smart home plans and bring them to life.
Cancer Council Australia
Cancer Council is the nation’s leading cancer charity, and the only Australian charity working across every aspect of every cancer.
Interrelate
A deep discovery engagement resulted in a blueprint for digital transformation for relationship services provider Interrelate.
Melbourne Business School
Home to leading executive education programs, Melbourne Business School needed a website that would match the calibre of its courses.
LUCRF Super
Underpinned by a comprehensive discovery phase, this project resulted in a site that is genuinely user centric.
ANZIIF
Insurance and finance industry professional association ANZIIF wanted to elevate the member experience on its Sitecore website.
Weir Minerals
Weir Minerals engaged Luminary to help it better understand the online needs of its global customer base.
GroundProbe
Luminary and GroundProbe partnered on a discovery project to design a new application experience for GroundProbe engineers to analyse and monitor risks on site.
“Partnering with Luminary has been a game-changer for BYD and EV Direct. Their expertise, collaborative approach, and deep understanding of our challenges helped us transform our digital presence. From strategy to design and SEO, Luminary delivered clear, actionable insights that empowered us to create a more intuitive, customer-first website. Their work has set us up to strengthen our brand, improve product discovery, and better support Australian EV [Electric Vehicle] and PHEV [Plug-in Hybrid Electric Vehicle] buyers positioning BYD for long-term success in this fast-growing market.
We have a team of experienced strategists and UX practitioners
Our multi-disciplinary team of experts work together to ensure seamless service delivery.
Josh Smith
UX Director
Josh leads our UX practice, building a deep understanding of our clients' needs through human-centred design.
Emma Andrews
Strategy Director
As Strategy Director, Emma's primary task is to ask lots of questions of our clients and transform the responses into a blueprint for success.
Shayna Burns
SEO Principal
Shayna oversees Luminary’s SEO and generative engine optimisation (GEO) services from audit and strategy through to execution and training.
Anna Potter
Senior Digital Strategist
Anna is a strategist with a passion for clarifying and simplifying data into an effective, comprehensive and actionable strategy.
Dean Berlingeri
Senior UX Designer
Dean has deep experience in human-centred design practices, facilitating workshops, and iterative prototyping.
Dr Marnie Crook
Senior UX Researcher
Driven by natural curiosity, Marnie excels in identifying and solving problems to help people and organisations achieve their goals.
Matthew Dalla Rosa
Senior UX Researcher
Matt uses UX research to uncover the way users think, behave and interact with the physical and digital world.
Mark MacSmith
Lead Digital Strategist
Mark oversees the digital strategy for major digital experience projects.
Victoria Whatmore
Content Strategist
Victoria helps clients develop a roadmap for how content can contribute to achieving their business goals.
“We were very impressed with the capabilities of Luminary. The standout for me was around the thinking on the discovery and the development of the design strategy and design systems. Josh [UX Director] and Thom [Design Director] are really great talents to work with. Their experience was super valuable and we were very impressed by how they navigated working with our internal stakeholders and end users to shape the direction of the design system and IA.
We are thought leaders in digital strategy and UX
Here are some of the insights and learnings we have gleaned from honing our craft.
6 min read
Why UX is not optional
UX isn’t just about how things look, it’s about how end users think and engage with a digital experience. Even a modest investment in UX will pay dividends in terms of usability, engagement and performance.
6 min read
Demystifying UX and industry terminology
Too often UX is made to sound overly technical and confusing. This is troubling because UX is about understanding the human experience and making it simpler...
17 min read
The 7 secret ingredients for digital project success
Luminary Digital Strategist Emma Andrews reveals what it takes to really get value out of your investment in digital.
8 min read
UX: The art and science of problem solving
User Experience is brought to life by an interface. But the core of UX has less to do with pixels and more to do with finding and solving a human problem.
6 min read
How understanding human mental models drives better UX design
Josh Smith, UX Director at Luminary, explains why the user experience is different for every person and how understanding mental models dramatically improves UX design.
6 min read
Will AI destroy the art of human communication?
We’ve asked what we can gain, but have we asked what we may lose? Generative AI is revolutionising communication, but an overreliance on it has the potential to lead to language atrophy, a loss of critical thinking, and an erosion of trust in human interactions, argues Senior UX Researcher Matt Dalla Rosa.
6 min read
Accessibility design in practice
Designing for accessibility means creating a satisfying and enjoyable experience for all users. But the expectations are raised sky-high when the client is Vision Australia and the brief is to make sure its major fundraising event, Carols by Candlelight, is a beautiful and accessible experience for everyone.
7 min read
Behind the scenes of Service Design
Senior UX Researcher Dr Marnie Crook explains what Service Design is and how its holistic approach to solving customer problems sets it apart from other research techniques.
7 min read
7 tips for a successful digital roadmap
In this post, Digital Strategist Emma Andrews breaks down the elements that make up a successful digital roadmap.
A Guide to Digital Product Design
Luminary has created this guide to give a glimpse into the world of digital product design. We’re passionate about creating rich experiences, but getting there takes more than raw talent and prototyping.
4 min read
UX v SEO: Friends or Foes?
User experience (UX) design and search engine optimisation (SEO) have a sibling-like relationship: in years past, they may have conflicted, but as they’ve matured, they realise they have a lot in common.
4 min read
Design Fidelity & Prototyping
Throughout design projects the term ‘fidelity’ comes up often, the degree of exactness with which something is reproduced. Most commonly when the term fidelity is used it is to distinguish between ‘low’ and ‘high’ fidelity prototypes.
“The Luminary team were extremely easy to work with. Together we created modules that would improve our client experiences and each block of work had actionable recommendations to improve our clients’ experience. They took the time to understand our industry and the mindset of our clients to make quality recommendations. We’ve continued roll out improvements months later.
We offer a broad suite of services
When we first meet, we ask a lot of questions to work out what digital strategy and UX services will be most beneficial to your particular situation. These services will likely be a mixture of those outlined below:
Research and data review
A lot can be done with what has already been learnt. SEO, data analytics, market reports and prior research all inform our work. At the start of every project, we’ll take on your existing data and work with our cross-functional team to uncover every piece of evidence we can.
Expert (heuristic) review
A process that takes as little as 3-5 days, an expert review can be an excellent first step into UX. An expert review is an analysis of where your digital assets stand in relation to best practices. Using long-established principles and heuristics we evaluate your existing product and create a prioritised backlog of improvements.
User research
Interviews, observation and surveys are designed to uncover insights into user behaviours and motivations. There are many methods by which we may research customer behaviour. Contextual inquiry, diary studies and observations are three such qualitative methods that allow us to discover how they think and make sense of the world.
Journey maps and personas
We use insights from research to document your customers’ behaviours and how they interact with your products and services. These resulting visuals provide a practical blueprint for delivery and guidelines for how to interact across channels with your customers.
Data analytics
Our combination of qualitative data gained through UX research, coupled with quantitative data insights, provides a 360 degree view of the challenge. Our data analytics team will advise on complex data integrations, A/B testing and personalisation and set up reporting dashboards for ongoing monitoring of ROI.
Prototyping and user testing
Low-fidelity interactive designs that serve as a low-cost testing ground for new products and ideas. We test wireframes with prospective users to evaluate our ideas through a series of defined tasks. This can be done in person or online with as few as five participants, as 85% of usability problems can be found in this small sample size.
Information Architecture (IA)
Effective IA is about organising, labelling and structuring content so that it is intuitive and logical. We use analytics data, SEO and content recommendations as well as stakeholder and customer input to create an IA. Always seeking to validate our work, the IAs we create are tested for efficiency through online task-based user testing.
Behavioural design
Humans make a lot of decisions. Many we believe to be conscious and rational when oftentimes this isn’t true. By acknowledging the biases that are common in behaviour, we map the behaviour we wish to change and create shortcuts and design patterns that lead to better decision making and healthier habits.
Service Design
A product does not function in a vacuum. The best apps and websites we interact with are supported by the services, physical touchpoints, technology, processes, business models and people that enable them. To deliver a truly exceptional experience, this often invisible ‘behind the curtain’ layer is included in the research and design process.
Customer Experience Design
We look holistically at a customer’s interactions with a company's brand, including its marketing and advertising. By ensuring all touchpoints are measurable and consistent with a company's personality, tone, values and beliefs, we ensure your customers have the right experience throughout their relationship.
Content services
Our content offering sits in three core areas. Firstly our content strategists audit and benchmark, reviewing the competition and identifying opportunities. Then we set the strategy and lastly we support the implementation of that strategy and its continual roll out with our copywriting team.
“This valuable discovery project with Luminary has shaped our future state service delivery model and uncovered many opportunities to improve the digital and overall experience of our clients. We are now strategically positioned to ensure equal access to our services for all people throughout Australia – enabling us to connect more vulnerable communities to our support services. I highly recommend Luminary as a strategic partner. Their experience, guidance, strategy, communication, and delivery is second to none.
Want to elevate your customer experience?
If you’re hoping to better understand your customers, grow your business online, or take your product to the next level, Luminary can support you.
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