Luma

Luma is a savings app CRM case study exploring onboarding communication across a 30-day lifecycle. The project spans two phases, Welcome & Setup and First Success, translated into email, push notification, and in-app formats. The key product insight: round-up saving is passive and automatic, auto-save rules are deliberate and fixed. That distinction drove the copy, visuals, and sequencing. Built in Figma with a custom design system: dark mode, lime accent, Manrope and Inter typography, full component library.