Lemi — Brand and product strategy

Reframed brand and redesigned core product flows to help scale listings, users, and business adoption.

Disciplines: product-design, ux-research.

Role

Brand and product designer — narratives, funnel flows, and UI coherence from strategy through iterative delivery.

Outcomes

• Sharper proposition and tonal consistency applied to product surfaces
• Higher clarity in listing, onboarding, and return visits for explorers
• Design assets that doubled as onboarding for partners

Context

Two-sided marketplace products stumble when travellers feel clever but merchants feel forgotten. Growth required reframing incentives so both sides recognise value fast.

Approach

Started from evidence of abandonment, reframed onboarding as habit-building loops, redesigned signal-rich cards and detail states, then aligned storytelling with refreshed brand tone.

Impact

The product narrative and UI began pulling in one direction — cutting mixed messaging across acquisition and lifecycle touchpoints.

Read the full Lemi — Brand and product strategy case study

Reframed brand and redesigned core product flows to help scale listings, users, and business adoption. For product leaders a