Discovery Phase

Created a plan, mapped stakeholders, and deep-dived into why to 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, which had fragmented touch points.

Persona Development

Mapped two primary user groups, both small business 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

Studying 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 more 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 many hidden features.

Delivery

Prototyped and delivered high-fidelity interfaces, followed by QA with engineering to ensure an bug-free pixel-perfect interface.

Metrics and Follow-up

Defined and measured metrics for launch and post-launch. We looked at adoption, conversion, activation, and satisfaction.