The observation

Don't make users do the math first

The initial product logic asked users to input a lot upfront — rooms, inventory, special requirements. The intent was sound: more data leads to more accurate quotes from moving companies. But the more I analysed the flows, the clearer it became that the effort asked of users was too high too early.

This became a negotiation with the team. The goal was to find a balance: how much information is the minimum needed to get someone to a useful comparison, and what can be optional or deferred? The result was an experience that respects the user's time while still giving moving companies enough to work with.

The branding strategy

Moving a home from one place to another

Before any screen was designed, Traluma needed an identity. The core idea of the product is sharing: a moving company and a family, coordinated around the same event. Connected houses became the central symbol: simple, approachable, and immediately readable. It represents taking your home wherever life leads.

From the lines of the mark, abstract shapes were developed to suggest routes, adding a dynamic layer that reflects movement and connection without overcomplicating the symbol.

The consumer experience

Upload your home

Beyond the basics (location, size, destination) Traluma gives customers the option to upload a detailed inventory of everything they own. The more detail shared, the more accurate and tailored the offers from moving companies become. To make this feel manageable rather than overwhelming, the platform breaks it into a step-by-step flow, turning a potentially daunting task into something approachable.

The fastest, the cheapest, or simply the best fit

Traluma's core value is finding the right match for every move; whether that means the fastest option, the most affordable, or a service tailored to specific needs. The platform filters providers by availability, resources, price, service scope, distance, and ratings. With these factors combined, it always surfaces the solution that best fits the circumstance.

The other side of the market

Enterprise muscle for moving companies

Traluma is not just a consumer product. For moving companies, it is an operations platform. From managing vehicles and assigning personnel to tracking availability and handling orders, every resource is organised in one place. Information surfaces through charts, calendars, or lists; giving companies the kind of planning clarity that is usually reserved for enterprise tools, built for the realities of running a moving operation.