A lifestyle community powered by TikTok
Lemon8 Rebranding
About
Back 2021, I’m as first designer attend design team, APP’s name called “Sharee”, it’s mean share, connect different people.
As Sharee's 25+ users shifted to Lemon8's younger 18-30 audience, the target group demands higher beauty and quality standards. Acquiring customers is challenging, so we aim to change people's mindset through brand value. Hence, we rebranded as "Lemon8." The name comes from "Lemonade voice," where lemon symbolizes "freshness" and 8 represents maximum.
[1] Lifestyle community
The community's core elements are "people" and "content." Early on, we collaborated with potential creators across various categories to showcase community tone and culture, enhancing users' consumption experience. We continuously optimize the content consumption framework and extend consumption through POI and post-view search, while refining content recommendation strategies to boost user engagement.
Container
Different shaped cups, bowls, and pots can be designed for drinking water; they are all containers as long as they can store liquid. In Lemon8's consumption scenarios, operational costs are reduced through proportion and visual consistency to meet users' needs for completing specific tasks, improving efficiency, content consumption, and interaction numbers to increase social assets.
[2] Content Type
Compared to the strong image formats of Instagram and Pinterest, text and image content is more informative and practical
Videos support vertical scrolling, expanding different consumption scenarios to meet the behaviors and habits of users in different regions and stages
In the community's early stages, differentiated designs were presented based on user behaviors and habits from different countries.
Article Details
Optimized the dual-column animation parameters on the detail page, enabling users to access pages faster, reducing animation lag, improving smoothness, and helping boost detail page consumption metrics.
Highlight Follow Button
During product development, the follow action area for JP and SEA regions was moved below the image to help users access the page faster. Considering the higher follow intent in the US, the follow action remained above for a better overall experience. The latest version has unified the follow action placement across all regions.
[2.2] Video Details
Engagement Design Process
Initially emphasizing information usefulness, the favorite action was placed separately on the left, and comments appeared after video completion to encourage commenting. As TT users increased, the interaction layout was readjusted for an overall improved layout.
Video Process Bar
The consumption framework reduces screen information obstruction, displays a larger view area, and supports quick vertical switching, which helps increase users' willingness to consume.
Optimized the hot zones and interaction states of the control bar to enhance video operation experience.
2 Tab Support Video Player [TH, ID, MY]
SEA users have a strong video consumption mindset.
In the SEA region (TH, ID, MY), the bottom 2Tab has been redesigned into a video immersive stream, increasing video consumption scenarios, expanding content formats, and meeting users' consumption duration and retention improvement.
[3] Design System
With the gradual completion of the rebranding, the design system has evolved from building basic functions and processes to focusing on validating the intrinsic value of components in line with business stages. Key achievements include: building the Lemon8 design system from scratch.
Using a design-driven approach, iteratively validating component value to enhance business scenario benefits.
Improving collaboration workflows and synchronization mechanisms to boost team influence.
Key Point
Value
Team Cooperation
Influence
Method
Yearly OKR - Quarterly OKR - Key Projects
AI Bot + Feedback
DS Changelog and Team Sync.
Lemon8 Darkmode
Optimized the dual-column animation parameters on the detail page, enabling users to access pages faster, reducing animation lag, improving smoothness, and helping boost detail page consumption metrics.
[3] UG Growth
TT traffic diversion focuses on increasing DNU & DRU, optimizing download conversion goals, using functional entry points within TT to display content triggers differentiated from TT, attracting TT users to Lemon8 for posting, consumption, and interaction.
FYP Card
TT main feed cards display Lemon8 content and relationship chains, exposing user benefit fields, and iteratively showcasing multiple Lemon8 contents to single content cards, while continuously optimizing brand information and content display fields to improve user open rates and increase DNU.
TT Message
Display different types of Lemon8 messages on the TT message list page, including follow posts, onboarding messages, being followed, post interactions, etc., and increase click-through rates by exposing user relationships on the intermediate page.
