work collection



Lemmonet is a digital advertising company with a global presence founded in 2013


They deliver Ad Tech solutions to help brands connect with their target audience in the most engaging, authentic and effective way through an influencer, programmatic display, video and native ads.

Project overview

Role: User researcher & strategist, product design support.

Methods: In-depth qualitative interviews, customer journey mapping, brainstorming, information architecture, service blueprint, usability test, heuristic analysis.

Skills: Interviewing, synthesizing, facilitating, design critique, mental model mapping.

Deliverables: Customer journey map, personas, research summaries, prototypes, design system.


Content builds relationships.
Relationships are built on trust.
Trust Drives revenue.


We had to re-think the brand we once knew into something bigger, mature and more professional. Lemmonet Influencers, a new branch of Lemmonet who wants to change the scene and revolutionize the way companies handle their communications. Lemmonet Influencers was an excellent opportunity to develop people’s talent with a goal-oriented mindset. Some long-term commitments were to increase brand authority.

The problem space

Through influencers and storytellers, brands were able to connect with audiences in a new way. Because it was new, there was no clear process for finding the right influencer and to track its performance. Meanwhile, influencers lacked the tools and place to demonstrate their value propositions to brands.

Discovery phase​

We started with a discovery phase, where we analyzed the problem space, framing the problem(s) to be solved and gathering sufficient evidence and guidance.


Finding the right problems is the first step to designing a proper solution. Therefore our plan consisted in:


Understanding our users: Determine who they are, how they are affected by a particular problem, and what they need, desire, and value from a solution (and why).


The problem space: Learn how and why the problem(s) arise and how they affect users and the organization.


Shared vision: Engage stakeholders in discussing business objectives and desired outcomes and answer questions such as ‘What do we hope to accomplish?’ or ‘What does success look like?’


As a result of all those sessions, much information had to be sorted through. A number of synthesis sessions were held, including affinity diagrams, themes, and the creation of (ever-changing) personas.


We build scalable and easy-to-use solutions that delight our users and create an authentic connection between agencies that seek original content and influencers that want to monetize their audience.

Information architecture​

The goal was to organize, structure, and label content in a sustainable and effective way to help users find information and accomplish tasks. To accomplish this, we needed to understand how all the pieces work together within the system and how they relate to each other.


For the creation of systems of information, I analyzed the interdependant nature of users (audiences, tasks, information-seeking behavior, experience), content (objectives, data types, volume, governance) and context (business goals, culture, technology, constraints).

Evaluative research

As part of our process, we tested different ideas to make sure they were feasible and met the requirements we’d identified. This was an ongoing and iterative process as you move through design and development. Usability testing is the most common type of evaluative research. However, any time you put a proposed design solution in front of your client, you are actually doing some evaluative research.

Usability tests

Using representative users we seek to identify usability issues, collect qualitative and quantitative data, and assess participants’ satisfaction overall.



Quantitative data

  • Success rates
  • Task time
  • Error rates
  • Satisfaction questionnaire ratings


Qualitative data

  • Observations about pathways participants took
  • Problems experienced
  • Comments/recommendations
  • Answers to open-ended questions

Causal research

Once we implemented the solution proposed, and had a website and application up and running, we wanted to notice how people were using it in a certain way, Establishing a cause-and-effect relationship can be tricky. Causal research often includes analytics and multivariate testing. This means reviewing site traffic to see how visitors are entering and moving around the site and what words they might search for, as well as trying design and language variations to see which ones are more effective.


📌 Based on our hypothesis that agencies sought high profile influencers, we designed our search engine and technology accordingly. After our first iteration, it became clear that agencies were seeking niche influencers.


📌 At the end of the project, we ran into a problem. Instagram’s privacy policies blocked our search engine, forcing us to find a way around them.

It wasn’t common back then to sign a digital contract. Several uncertainties and prejudices existed about its validity.


📌 One of the most challenging aspects of the hiring process was meeting the

hiring conditions and fulfilling the brief.


📌 The onboarding process was time-consuming due to the nature of the business.

Most influencers were under legal employment age.


📌 A no-show impacted Lemmonet Influencers’ brand.


We could understand the unmet needs of our primary audience by conducting multiple interviews, usability tests, and A/B tests for each iteration. Although our initial hypothesis was proven wrong, we optimized the value proposition and technology to match.


In addition to these lessons, I learned:

  • Always bring food to workshops/brainstorming sessions (for remote attendees as well).
  • A clear agenda beforehand will encourage more people to attend.

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