Lumin Digital Case Study - Gabe Campbell
Lumin Digital • 2021 - Present Google • 2020 - 2021 BMW • 2018 - 2020

AI That Speaks Your Design Language

How I transformed 127 credit unions with AI-powered design systems, conversational interfaces, and intelligent automation – reducing operational costs by 60% while delighting 2.1M members.

43% Faster Sprints
427% Lower Bounce
2.1M Users Served

The Challenge

Credit unions were bleeding members to digital-first banks. They needed enterprise-grade modernization without losing their personal touch, while managing complex B2B2C relationships.

Traditional banking UX wasn't cutting it. Credit union admins struggled with legacy tools, while members faced 73% bounce rates in onboarding. Design teams spent weeks customizing each implementation, and support costs were unsustainable.

We needed to create something radically different – an AI-powered platform that served both B2B clients (credit unions) and their B2C members, while scaling across 127 unique implementations.

The Solution

Three breakthrough innovations that redefined enterprise banking UX.

Design Companions

I created AI assistants that understood our design system. These "Design Companions" had vector stores containing our entire design language, process SOPs, and component library. Credit union teams could generate brand-compliant designs in minutes, not weeks.

43% Sprint velocity increase
127 Implementations scaled

Conversational Banking

Replaced traditional wizard flows with natural conversation. Members could open accounts like they were chatting with a friend. The AI adapted questions based on responses, making complex compliance requirements feel effortless.

427% Reduced bounce rate
89% Member satisfaction

Enterprise AI Platform

Built a B2B system that credit unions could customize without code. AI learned from patterns across all implementations, suggesting optimizations and automating routine tasks. What took 40+ hours now happened instantly.

40 hours To minutes
$2.3M Revenue generated

The Process

From ambiguous problem to shipped solution in 11 months.

Month 1-2: Enterprise Discovery

Interviewed 47 credit union executives and 200+ members. Discovered the core tension: credit unions needed enterprise tools but members wanted personal touch. Initial wireframes failed - too corporate.

Month 3-4: Failed First Attempt

Built traditional B2B dashboard. Credit unions hated it - "feels like the software we're trying to escape." Pivoted to understand their actual workflows, not what they said they wanted.

Month 5-6: AI Breakthrough

Realized we needed AI to handle customization complexity. Built first Design Companion prototype. Credit unions could finally express their brand without technical knowledge.

Month 7-8: Conversational Pivot

Member testing revealed form fatigue. Experimented with chat-based onboarding. Compliance team resisted until we showed 90% completion rates.

Month 9-11: Scale & Launch

Rolled out to first 10 credit unions. AI learned from each implementation, getting smarter. By month 11, onboarding new clients took hours, not weeks.

Design Leadership

Leading through ambiguity while building the future.

🤝

Cross-Functional Alignment

Led 12-person team across design, engineering, and AI/ML. Established weekly "AI Design Sync" bringing technical and creative minds together. Result: 40% fewer revision cycles.

📚

Mentoring AI-First Design

Trained 8 designers in prompt engineering and AI tools. Created internal "AI Design Playbook" now used company-wide. Team ships 40% more features per sprint.

🎯

Strategic Product Decisions

Convinced C-suite to invest $1.5M in AI after presenting prototype. Defined product roadmap balancing innovation with credit union compliance requirements.

🔬

Research Methodology

Pioneered "AI-assisted user research" analyzing patterns across 50,000+ support tickets. Uncovered insights human research missed, reducing support volume 67%.

Experience It Yourself

See how conversational banking transforms user experience. This demo shows our revolutionary onboarding flow that reduced bounce rates by 427%.

The Impact

Real results that transformed how credit unions serve their members.

🚀
500% Engagement Increase
💰
$2.3M Revenue Generated
📱
47% Mobile Adoption
⭐
89% Satisfaction Score
"Gabe didn't just design a platform – he reimagined how credit unions operate. The AI integration feels like magic, but the real innovation is how human it feels."
— CEO, Partner Credit Union

Key Learnings

What building AI for 2.1M users taught me about enterprise design.

B2B2C requires dual empathy.

Designing for credit unions meant understanding both administrator needs and member experiences. Success came from making both feel powerful.

AI scales through patterns, not rules.

Our Design Companions worked because they learned from usage patterns across all implementations, not rigid templates.

Conversation beats configuration.

Natural language interfaces revealed user intent in ways traditional forms never could, while making compliance feel effortless.

Enterprise AI needs human guardrails.

Automation accelerated everything, but human oversight ensured quality. The best AI amplifies human judgment, not replaces it.

Next Case Study → Google: Unifying 50M Users