Lemons On Fire
This project was part of a self-initiated UX design challenge to improve the user experience for Lemons on Fire, a fashion brand known for its limited drops and cult following
E-Commerce
Concept Project
UX Challenge
Tools
Figma, Google Docs, Instagram, Voice Recording (w/ consent)
Date
March 2023 - (2 Weeks)
Role
Lead UX Designer
Responsibilities
Research, Ideation, Strategy, UI Design
Lemons On Fire
This project was part of a self-initiated UX design challenge to improve the user experience for Lemons on Fire, a fashion brand known for its limited drops and cult following
E-Commerce
Concept Project
UX Challenge
Tools
Figma, Google Docs, Instagram, Voice Recording (w/ consent)
Date
March 2023 - (2 Weeks)
Role
Lead UX Designer
Responsibilities
Research, Ideation, Strategy, UI Design
Lemons On Fire
This project was part of a self-initiated UX design challenge to improve the user experience for Lemons on Fire, a fashion brand known for its limited drops and cult following
E-Commerce
Concept Project
UX Challenge
Tools
Figma, Google Docs, Instagram, Voice Recording (w/ consent)
Date
March 2023 - (2 Weeks)
Role
Lead UX Designer
Responsibilities
Research, Ideation, Strategy, UI Design
Research - Instagram Based User Interviews
Research - Instagram Based User Interviews
With no access to internal analytics or direct brand insight, I conducted 6 interviews with actual customers and followers sourced through Instagram DMs. I asked about their shopping habits, frustrations, and what they'd love to see from the brand.
With no access to internal analytics or direct brand insight, I conducted 6 interviews with actual customers and followers sourced through Instagram DMs. I asked about their shopping habits, frustrations, and what they'd love to see from the brand.
Interview Key Insights
Interview Key Insights
🔁 Repeat customers felt unrewarded.
⏱️ High demand drops often sold out before they had a chance to buy.
💬 There was a strong desire for early access and exclusivity.
🧑🤝🧑 Customers wanted to feel like part of a community, not just a transaction.
Ideation & Concept
Ideation & Concept
Business Goal: Increase customer retention and drive engagement
User Goal: Feel rewarded and gain early access to exclusive items
Solution: Lemon Stickers - A gamified rewards system
Sticker Impact
Digital "stickers" awarded during purchases or events
Collectible and unlockable, some unlock early access to drops or limited merch
Encourages repeat shopping, event attendance (e.g., pop-up shops), and social sharing
Adds delight and surprise through randomized sticker drops
Sticker Impact
Digital "stickers" awarded during purchases or events
Collectible and unlockable, some unlock early access to drops or limited merch
Encourages repeat shopping, event attendance (e.g., pop-up shops), and social sharing
Adds delight and surprise through randomized sticker drops
Lo-Fi Wireframes
Lo-Fi Wireframes
I focused on integrating Lemon Stickers into the checkout experience where users could immediately see their reward status.
I focused on integrating Lemon Stickers into the checkout experience where users could immediately see their reward status.
Hi-Fi Wireframes
Hi-Fi Wireframes
Styled mockups of the checkout and sticker reward system showing the unlocking of an exclusive hoodie drop.
Styled mockups of the checkout and sticker reward system showing the unlocking of an exclusive hoodie drop.
How unlocking an Item works
How unlocking an Item works
Exclusive items are marked with a sticker icon next to their description, signaling that they require a Lemon Sticker to unlock. When the user taps the gold “Unlock” button, a mini modal appears displaying their current sticker inventory.
From there, the user can choose which sticker(s) to apply in order to unlock the item for purchase. Once the item is unlocked, the standard purchase flow resumes — they simply tap the blue “Continue” button to proceed with checkout as usual.
Exclusive items are marked with a sticker icon next to their description, signaling that they require a Lemon Sticker to unlock. When the user taps the gold “Unlock” button, a mini modal appears displaying their current sticker inventory.
From there, the user can choose which sticker(s) to apply in order to unlock the item for purchase. Once the item is unlocked, the standard purchase flow resumes — they simply tap the blue “Continue” button to proceed with checkout as usual.
How unlocking an Item works
How unlocking an Item works
The Sticker Community is a social hub where users can view their most recently earned stickers and stay informed about upcoming exclusive releases or events that require sticker access. It creates a sense of connection and anticipation around collectible drops.
The Sticker Library serves as a personal inventory of all collected Lemon Stickers. Here, users can explore detailed views of each sticker, see which purchases unlocked them, and retrieve the associated sticker codes. This feature encourages collecting, tracking, and engaging with the brand beyond just shopping.
The Sticker Community is a social hub where users can view their most recently earned stickers and stay informed about upcoming exclusive releases or events that require sticker access. It creates a sense of connection and anticipation around collectible drops.
The Sticker Library serves as a personal inventory of all collected Lemon Stickers. Here, users can explore detailed views of each sticker, see which purchases unlocked them, and retrieve the associated sticker codes. This feature encourages collecting, tracking, and engaging with the brand beyond just shopping.
Sticker Design & Brand Expression
Sticker Design & Brand Expression
The Lemon Stickers were designed as a playful nod to Lemonhead candy, reimagined as fiery lemon characters with expressive faces. Each design captures a different emotion or vibe, making them feel instantly relatable, similar to emojis. This familiar visual language makes the experience fun, collectible, and shareable.
Beyond digital use, these stickers were also envisioned as physical collectibles that could be included in orders or handed out at events. This ties into a common tradition in streetwear culture, where fans collect branded stickers and display them on personal items like laptops, gaming consoles, and notebooks helping build both brand awareness and community loyalty.
The Lemon Stickers were designed as a playful nod to Lemonhead candy, reimagined as fiery lemon characters with expressive faces. Each design captures a different emotion or vibe, making them feel instantly relatable, similar to emojis. This familiar visual language makes the experience fun, collectible, and shareable.
Beyond digital use, these stickers were also envisioned as physical collectibles that could be included in orders or handed out at events. This ties into a common tradition in streetwear culture, where fans collect branded stickers and display them on personal items like laptops, gaming consoles, and notebooks helping build both brand awareness and community loyalty.
Impact & Reflection
Impact & Reflection
What this solves for users
Recognizes loyal customers
Reduces frustration around limited releases
Builds anticipation and ongoing interaction
What this solves for the business
Drives repeat purchases
Boosts brand loyalty
Encourages user-generated buzz and social sharing
Reflection
This project challenged me to be resourceful and human-centered even without access to company data. It taught me how to pull meaningful insights from grassroots research and turn them into a feature that serves both user needs and business goals.
What this solves for users
Recognizes loyal customers
Reduces frustration around limited releases
Builds anticipation and ongoing interaction
What this solves for the business
Drives repeat purchases
Boosts brand loyalty
Encourages user-generated buzz and social sharing
Reflection
This project challenged me to be resourceful and human-centered even without access to company data. It taught me how to pull meaningful insights from grassroots research and turn them into a feature that serves both user needs and business goals.
What I’d Do NEXT
What I’d Do NEXT
What I’d Do NEXT
Next, I would create an interactive prototype to conduct usability testing and gather feedback on both the flow and the overall appeal of the Lemon Stickers rewards concept. This would help validate whether users understand and enjoy the unlocking experience. In parallel, I’d begin exploring the technical feasibility by brainstorming the logic behind the rewards system and identifying which coding languages or frameworks would best support a scalable, gamified experience—particularly for integration with e-commerce platforms.
Next, I would create an interactive prototype to conduct usability testing and gather feedback on both the flow and the overall appeal of the Lemon Stickers rewards concept. This would help validate whether users understand and enjoy the unlocking experience. In parallel, I’d begin exploring the technical feasibility by brainstorming the logic behind the rewards system and identifying which coding languages or frameworks would best support a scalable, gamified experience—particularly for integration with e-commerce platforms.
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Overview
Overview
Design a feature that strengthens brand loyalty, addresses customer frustrations, and supports business growth, despite having limited access to internal stakeholders.
Design a feature that strengthens brand loyalty, addresses customer frustrations, and supports business growth, despite having limited access to internal stakeholders.
Problem
Problem
Lemons on Fire’s core audience is engaged but frustrated. Loyal customers feel they aren’t rewarded for repeat purchases and often miss out on exclusive drops due to fast sellouts.
Solution
Solution
How might we build a feature that incentivizes loyalty, creates a sense of exclusivity, and encourages continued engagement with the brand.
