Customer App
Creating an user-first mobile platform design for diverse personas
Company
Lemon
Field
Climatech
Date
June 2023
overview
Designed Lemon’s first app to unify the customer journey, enhancing autonomy, visibility, and control while strengthening the brand, improving digital presence, increasing adoption and .
The starting point
Lemon reached a critical moment in its growth: the need to provide customers with a dedicated, digital-first platform to manage their accounts and bills. Until then, users relied on fragmented touchpoints such as email and phone support, which lacked efficiency and visibility. This disjointed journey also failed to reinforce Lemon’s value proposition of simplicity, savings, and sustainability.
The app aimed to solve the following problems
User
Fragmented journey
Lack of autonomy and visibility
Intangible product
Business
Lack of Social Proof
Low digital presence
Unlock growth with self service
The starting point
Lemon reached a critical moment in its growth: the need to provide customers with a dedicated, digital-first platform to manage their accounts and bills. Until then, users relied on fragmented touchpoints such as email and phone support, which lacked efficiency and visibility. This disjointed journey also failed to reinforce Lemon’s value proposition of simplicity, savings, and sustainability.
The app aimed to solve the following problems
User
Fragmented journey
Lack of autonomy and visibility
Intangible product
Business
Lack of Social Proof
Low digital presence
Unlock growth with self service
The starting point
Lemon reached a critical moment in its growth: the need to provide customers with a dedicated, digital-first platform to manage their accounts and bills. Until then, users relied on fragmented touchpoints such as email and phone support, which lacked efficiency and visibility. This disjointed journey also failed to reinforce Lemon’s value proposition of simplicity, savings, and sustainability.
The app aimed to solve the following problems
User
Fragmented journey
Lack of autonomy and visibility
Intangible product
Business
Lack of Social Proof
Low digital presence
Unlock growth with self service
The process
Discovery Phase
Created a plan, mapped stakeholders, deepdived on why create an app. Identified key user pain points and validated the need for a unified app using, customer interviews and analysis of the former user journey witch had fragmented touch points.
Persona Development
Mapped two primary user groups, both small businesses owners:
"Diegos": Less tech-savvy users with minimal digital experience.
"Amandas": Digital-savvy users managing multiple businesses.
Benchmark Analysis
Studied leading apps from adjacent markets (e.g., other utilities like telecoms, and other startups such as Ifood and Uber) to inform usability patterns.
Technology Research
After exploring various options alongside the engineering team, we opted for a Progressive Web App (PWA) due to its ability to deliver a lightweight yet robust experience.
Scope Definition
Studing the product maturity, user base and our goals, we decided to focus on delivering a Minimum Lovable Product (MLP) with essential features: payment management, user profiles, and a help center, ensuring a simple yet well-rounded experience.
Concept Creation
Drafted, designed and internally approved core flows to test hypotheses with real users, prioritizing simplicity and clarity.
Design System Revamp
Recreated Lemon's Design System from scratch, creating a modern visual language optimized for mobile and enabling a systemic design approach that ensured a development speed and a consistent experience.
Testing and Refinement
Conducted moderated usability tests with diverse users to refine flows and address key challenges, such as confusion over labels and too hidden features.
Delivery
Prototyped and delivered high-fidelity interfaces, followed by QA with engineering to ensure an bug free pixel perfect coded interface.
The process
Discovery Phase
Created a plan, mapped stakeholders, deepdived on why create an app. Identified key user pain points and validated the need for a unified app using, customer interviews and analysis of the former user journey witch had fragmented touch points.
Persona Development
Mapped two primary user groups, both small businesses owners:
"Diegos": Less tech-savvy users with minimal digital experience.
"Amandas": Digital-savvy users managing multiple businesses.
Benchmark Analysis
Studied leading apps from adjacent markets (e.g., other utilities like telecoms, and other startups such as Ifood and Uber) to inform usability patterns.
Technology Research
After exploring various options alongside the engineering team, we opted for a Progressive Web App (PWA) due to its ability to deliver a lightweight yet robust experience.
Scope Definition
Studing the product maturity, user base and our goals, we decided to focus on delivering a Minimum Lovable Product (MLP) with essential features: payment management, user profiles, and a help center, ensuring a simple yet well-rounded experience.
Concept Creation
Drafted, designed and internally approved core flows to test hypotheses with real users, prioritizing simplicity and clarity.
Design System Revamp
Recreated Lemon's Design System from scratch, creating a modern visual language optimized for mobile and enabling a systemic design approach that ensured a development speed and a consistent experience.
Testing and Refinement
Conducted moderated usability tests with diverse users to refine flows and address key challenges, such as confusion over labels and too hidden features.
Delivery
Prototyped and delivered high-fidelity interfaces, followed by QA with engineering to ensure an bug free pixel perfect coded interface.
The process
Discovery Phase
Created a plan, mapped stakeholders, deepdived on why create an app. Identified key user pain points and validated the need for a unified app using, customer interviews and analysis of the former user journey witch had fragmented touch points.
Persona Development
Mapped two primary user groups, both small businesses owners:
"Diegos": Less tech-savvy users with minimal digital experience.
"Amandas": Digital-savvy users managing multiple businesses.
Benchmark Analysis
Studied leading apps from adjacent markets (e.g., other utilities like telecoms, and other startups such as Ifood and Uber) to inform usability patterns.
Technology Research
After exploring various options alongside the engineering team, we opted for a Progressive Web App (PWA) due to its ability to deliver a lightweight yet robust experience.
Scope Definition
Studing the product maturity, user base and our goals, we decided to focus on delivering a Minimum Lovable Product (MLP) with essential features: payment management, user profiles, and a help center, ensuring a simple yet well-rounded experience.
Concept Creation
Drafted, designed and internally approved core flows to test hypotheses with real users, prioritizing simplicity and clarity.
Design System Revamp
Recreated Lemon's Design System from scratch, creating a modern visual language optimized for mobile and enabling a systemic design approach that ensured a development speed and a consistent experience.
Testing and Refinement
Conducted moderated usability tests with diverse users to refine flows and address key challenges, such as confusion over labels and too hidden features.
Delivery
Prototyped and delivered high-fidelity interfaces, followed by QA with engineering to ensure an bug free pixel perfect coded interface.
Design with purpose
By addressing a fragmented customer journey, we delivered a Minimum Lovable Product (MLP) that was not only functional but also polished, instilling confidence through its usability and quality.
Meeting the Needs of Two Opposite Personas:
Less tech-savvy users (Diegos):
Password-free login: Enabled easy access via CPF and a contact method, eliminating the barrier of forgotten passwords.
Streamlined experience: The interface was simplified, allowing even users with limited tech knowledge to complete key tasks effortlessly.
Lightweight app: Considering that low-end devices are know for lack of storage, we opted for optimized technology that allowed the app to be smaller than a single photo, being downloaded in seconds.
Advanced users (Amandas):
Multi-business management: Enabled seamless switching between multiple businesses, removing friction for power users.
Impact metrics: Provided actionable insights into financial savings, CO₂ reductions, and community impact, aligning with their preference for detailed information.
Ease for everyone:
Both personas – overloaded by work at their small businesses – shared the need for speed and simplicity. The app’s intuitive flow enabled users to download, log in, and pay bills in under 50 seconds, catering to their busy schedules.
Design with purpose
By addressing a fragmented customer journey, we delivered a Minimum Lovable Product (MLP) that was not only functional but also polished, instilling confidence through its usability and quality.
Meeting the Needs of Two Opposite Personas:
Less tech-savvy users (Diegos):
Password-free login: Enabled easy access via CPF and a contact method, eliminating the barrier of forgotten passwords.
Streamlined experience: The interface was simplified, allowing even users with limited tech knowledge to complete key tasks effortlessly.
Lightweight app: Considering that low-end devices are know for lack of storage, we opted for optimized technology that allowed the app to be smaller than a single photo, being downloaded in seconds.
Advanced users (Amandas):
Multi-business management: Enabled seamless switching between multiple businesses, removing friction for power users.
Impact metrics: Provided actionable insights into financial savings, CO₂ reductions, and community impact, aligning with their preference for detailed information.
Ease for everyone:
Both personas – overloaded by work at their small businesses – shared the need for speed and simplicity. The app’s intuitive flow enabled users to download, log in, and pay bills in under 50 seconds, catering to their busy schedules.
Design with purpose
By addressing a fragmented customer journey, we delivered a Minimum Lovable Product (MLP) that was not only functional but also polished, instilling confidence through its usability and quality.
Meeting the Needs of Two Opposite Personas:
Less tech-savvy users (Diegos):
Password-free login: Enabled easy access via CPF and a contact method, eliminating the barrier of forgotten passwords.
Streamlined experience: The interface was simplified, allowing even users with limited tech knowledge to complete key tasks effortlessly.
Lightweight app: Considering that low-end devices are know for lack of storage, we opted for optimized technology that allowed the app to be smaller than a single photo, being downloaded in seconds.
Advanced users (Amandas):
Multi-business management: Enabled seamless switching between multiple businesses, removing friction for power users.
Impact metrics: Provided actionable insights into financial savings, CO₂ reductions, and community impact, aligning with their preference for detailed information.
Ease for everyone:
Both personas – overloaded by work at their small businesses – shared the need for speed and simplicity. The app’s intuitive flow enabled users to download, log in, and pay bills in under 50 seconds, catering to their busy schedules.
Building Trust and Transparency
The design tackled trust-building head-on, addressing critical user pain points:
Simplified Login: Users could log in effortlessly using just their CPF (Brazilian ID) and a verification method, eliminating the need for a password—a feature particularly appreciated by less tech-savvy users.
Transparent Payments: Inspired by WhatsApp’s checkmark system, a dual-status payment tracker reassured users of their payment’s journey, from Lemon to the distributor.
Savings Clarity: Displaying both undiscounted totals and savings percentages allowed users to verify calculations independently, reinforcing trust.
Building Trust and Transparency
The design tackled trust-building head-on, addressing critical user pain points:
Simplified Login: Users could log in effortlessly using just their CPF (Brazilian ID) and a verification method, eliminating the need for a password—a feature particularly appreciated by less tech-savvy users.
Transparent Payments: Inspired by WhatsApp’s checkmark system, a dual-status payment tracker reassured users of their payment’s journey, from Lemon to the distributor.
Savings Clarity: Displaying both undiscounted totals and savings percentages allowed users to verify calculations independently, reinforcing trust.
Building Trust and Transparency
The design tackled trust-building head-on, addressing critical user pain points:
Simplified Login: Users could log in effortlessly using just their CPF (Brazilian ID) and a verification method, eliminating the need for a password—a feature particularly appreciated by less tech-savvy users.
Transparent Payments: Inspired by WhatsApp’s checkmark system, a dual-status payment tracker reassured users of their payment’s journey, from Lemon to the distributor.
Savings Clarity: Displaying both undiscounted totals and savings percentages allowed users to verify calculations independently, reinforcing trust.
Launching the app
The Lemon app’s redesign delivered tangible results for both users and the business.
Empowering Autonomy: In user testing, customers were able to download the app, log in and pay their open bill all in an average of 50 seconds. This level of efficiency became a key differentiator in user experience.
Adoption Growth: A highly optimized 4.13MB app, far smaller than the 15.9MB market benchmark, ensured 5-second downloads even on our users' low-end devices.
The app achieved significant adoption, with 50% of the total customer base transitioning to the platform in its first year. This milestone highlights users’ growing confidence in Lemon’s digital presence.
Social Proof: The app received exceptional ratings from users, achieving 4.9 stars on the Apple's App Store and 4.7 stars on Google's Play Store, solidifying its reputation for quality and usability.
Launching the app
The Lemon app’s redesign delivered tangible results for both users and the business.
Empowering Autonomy: In user testing, customers were able to download the app, log in and pay their open bill all in an average of 50 seconds. This level of efficiency became a key differentiator in user experience.
Adoption Growth: A highly optimized 4.13MB app, far smaller than the 15.9MB market benchmark, ensured 5-second downloads even on our users' low-end devices.
The app achieved significant adoption, with 50% of the total customer base transitioning to the platform in its first year. This milestone highlights users’ growing confidence in Lemon’s digital presence.
Social Proof: The app received exceptional ratings from users, achieving 4.9 stars on the Apple's App Store and 4.7 stars on Google's Play Store, solidifying its reputation for quality and usability.
Launching the app
The Lemon app’s redesign delivered tangible results for both users and the business.
Empowering Autonomy: In user testing, customers were able to download the app, log in and pay their open bill all in an average of 50 seconds. This level of efficiency became a key differentiator in user experience.
Adoption Growth: A highly optimized 4.13MB app, far smaller than the 15.9MB market benchmark, ensured 5-second downloads even on our users' low-end devices.
The app achieved significant adoption, with 50% of the total customer base transitioning to the platform in its first year. This milestone highlights users’ growing confidence in Lemon’s digital presence.
Social Proof: The app received exceptional ratings from users, achieving 4.9 stars on the Apple's App Store and 4.7 stars on Google's Play Store, solidifying its reputation for quality and usability.
"Even without knowing much about technology, I found it easy to use."
A quote from testing, showing how the interface eliminated barriers for those unfamiliar with digital tools.
"Fast, practical, funcional"
Highlighted by an user on Google's Play Store.
"Even without knowing much about technology, I found it easy to use."
A quote from testing, showing how the interface eliminated barriers for those unfamiliar with digital tools.
"Fast, practical, funcional"
Highlighted by an user on Google's Play Store.
"Even without knowing much about technology, I found it easy to use."
A quote from testing, showing how the interface eliminated barriers for those unfamiliar with digital tools.
"Fast, practical, funcional"
Highlighted by an user on Google's Play Store.
These results illustrate how the app directly tackled the trust gap and low digitalization among users, turning initial doubts into confidence. By providing autonomy, visitility, and control, the Lemon app now stands as a critical pillar of the company’s mission and digital strategy.
These results illustrate how the app directly tackled the trust gap and low digitalization among users, turning initial doubts into confidence. By providing autonomy, visitility, and control, the Lemon app now stands as a critical pillar of the company’s mission and digital strategy.
These results illustrate how the app directly tackled the trust gap and low digitalization among users, turning initial doubts into confidence. By providing autonomy, visitility, and control, the Lemon app now stands as a critical pillar of the company’s mission and digital strategy.
Impact in numbers
USER RETENTION
133%
Month over month
Adoption rate
50%
In the 1st year
Store Rating
4,7
On Play Store