Case:
Carmenta Labs is a Colombian business development firm that helps both emerging and established companies turn ideas into sustainable businesses by validating business models, developing products, and providing investment advisory services.
In 2024 and 2025, we partnered with Carmenta Labs to validate a product prior to its market launch. The goal was to identify which concept resonated most with different customer segments and to refine the brand’s visual and messaging approach to maximize impact.
Our focus areas included:
- Exploring perception and awareness across various population groups.
- Validating key packaging elements (iconography, color palette, design).
- Testing different ways to communicate the product’s features and benefits.
Execution
Several departments across Sí Señor joined forces to validate the product’s value proposition from multiple angles—strategy, automation, design, UX-UI-UXW, engineering, creative, paid media, and analytics.
Strategy
We developed a comprehensive plan to uncover which messages resonated most with users and which product attributes drove the highest perceived value.
- We identified the most compelling claims for each concept, analyzing how users interpreted them and which terms they found most persuasive.
- We also evaluated performance expectations (perceived effectiveness) and the sensory perceptions associated with each concept.
- We applied methodologies such as the Likert scale to measure levels of agreement or disagreement.
- We conducted concept comparison tests using both rating and direct choice formats to gauge preference.
- Finally, we assessed the relevance of each concept based on user expectations—looking at both functional aspects and sensory appeal (including packaging, color schemes, textures, and illustrations aligned with the product).
Automation
Our automation team designed controlled experiments using email marketing to understand how each concept performed.
- We built three automated flows that varied in:
- The order in which the products were shown
- Subject lines and email copy
- Visual design and layout based on heatmap insights
- Click analysis helped us identify which product generated the most interest within each segment.
Creative
Our creative team developed packaging concepts tailored to different user profiles, aiming to evoke emotions aligned with the brand and its core values.
- We explored visual variables such as typography, sizing, shapes, and color palettes.
- The packaging designs were crafted to communicate ideas like delicacy, wellness, and exclusivity.
We blended styles ranging from minimalist to bold—always staying visually aligned with the product’s key benefits.
Paid Media
We designed tactical paid media actions to drive traffic to the validation landing pages.
- Three pop-up banners were launched through Google Display campaigns—each one linked to a specific concept.
- Each banner redirected users to its corresponding landing page, where we collected both behavioral and demographic data.
UX/UI Design & UX Writing
Our User Experience team focused on creating a clear, accessible journey for all user profiles involved in the validation process.
- We designed a landing page tailored to gather qualitative and quantitative data.
- Each user flow was linked to a different concept in order to assess preference among them
- We prioritized intuitive navigation for young adults, adults, and seniors alike.
User responses were analyzed to uncover the most relevant perceived benefits and values.
Social Media & Data
Our Social Media team conducted a coolhunting process to:
- Identify potential strategic partners whose audiences aligned with the ideal target for the product’s final testing phase.
The Data Analytics team focused on:
- Analyzing the brand’s key differentiators and user behavior throughout the process.
- Monitoring keywords, web authority, and trending topics to fine-tune the strategy.
Delivering detailed reports with insights and actionable recommendations for improvement.
Some of the results obtained:
