Working with a leading smart home manufacturer to launch a new range of devices and update the brand proposition.


Lightwave manufacture devices to automate your home, including connected light switches, power sockets and boiler controls. They have traditionally appealed to the early adopter audience, gaining over 35,000 users over the last 8 years with almost zero advertising spend.

In June 2017, Lightwave approached us to help them launch a new range of Apple HomeKit compatible devices and needed a strategy to appeal to a wider audience.


Lightwave have created a unique position in the UK smart home market by becoming the only manufacturer to create stylish retro-fit sockets and switches.

In order to appeal to a wider, non-technical audience, we set about understanding how people wanted to manage and control their homes and created a set of propositions and solutions that met those needs. We then linked this back to the products that achieved these solutions. This allowed us to talk about the benefits in a humanised way, as opposed to leading with the technical capabilities of each device.

Our Approach

When developing propositions, we need to understand customer intent and motivations. To achieve this we engaged our Insights & Data team to carry out research, taking into account existing smart home manufacturers, early adopters and potential customers.

Using the Jobs To Be Done framework, we were able to understand all of the ‘Jobs’ that users were trying to complete when organising controlling their homes. We developed a friction map that allowed us to visually group tasks and challenges into themes. We identified three clusters, focusing around lighting, heating and power. This gave us the basis of our strategy: sell the lifestyle and benefits that a smart home can bring as opposed to purely focusing on product and tech specs.

So that we could effectively communicate this strategy, we set about creating a set of components that allowed us to tell this story, and also bring customers through the journey by inspiring, informing and educating at each step. We worked with Lightwave to create both digital and non-digital assets.

The packaging needed to do a number of things: clearly identify the product, sell the key benefits and articulate the rest of the product range. As the products were being sold online and within Apple retail stores, for some users this would be their first interaction with Lightwave, therefore we needed to both inform and educate without overwhelming and staying true to our strategy.

The new website again had to bring customers both new and existing on the journey. We identified two key audiences: the interested and the aware.

The interested audience were those that were new to the smart home market and had some previous knowledge and understanding of the sector as a whole, but not specifically of Lightwave. Therefore we needed to affirm their prior knowledge of home automation and make this relevant to the context of what Lightwave could offer and therefore the products and combinations to achieve this.

The aware audience had prior knowledge of Lightwave, either being a customer for their legacy range or having done research into specific devices. For these users, we needed to explain the benefits of the new range and interoperability with the older devices.

By carefully creating a content strategy and specific journeys to guide users through the content, we were able to craft a coherent and easy to navigate experience.

We worked with our video production partners to create a range of videos, including a promo video to wrap everything together, demonstrating the key features and benefits of the platform.

Additional product specific videos and edits were created for select retailers, including a prominent position on the Apple HomeKit website.

Finally, we worked with Lightwave’s mobile team to reimagine the app experience; creating an entirely new UI and on-boarding experience. We also worked closely with users to understand how they managed their heating schedules, enabling us to create a best in class solution to setting schedules and fine-tuning heat levels on a room by room basis, all whilst keeping the user in control.

The new generation of products also allowed each device to display and record energy usage levels.


Lightwave now have a customer centric proposition and set of assets to allow them to reach a wider audience. As their range grows, they now have a foundation from which to build, without becoming overwhelming and confusing.

Since their launch on October 3rd, pre-orders have surpassed all predictions and customer interest within the sector has remained high.