Renovations: opportunity to set up smart lighting

Having some major works done on the house; looking to use this as an opportunity to start my journey to a smart home.

Currently my main focus is on smart switches and smart lighting (I already have app-controlled heating, ventilation and basic security camera set-up).

On the lighting, I am looking to convert the dumb switches so my smart lighting may be accommodated.

Any advice on which “hub/OS” to use; (Amazon, Google, Apple, ..), and which smart lighting offers the best user-friendliness and abilities?

Currently thinking on working shelly’s into the switches and adding wireless switches for Hue lights, using a Hue bridge and Home Assistant.

I am very new to this world and appreciate any advice (on which mistakes not to make) and how smart lighting set-ups are best approached.

Many thanks