Lex is a queer social connection app intended for members of the LGBTQ+ community to find community.
Over the course of a three-month contract, I redesigned the Lex app to align with a newly launched brand identity. While a foundational design system was provided by the brand studio, I translated these assets into a cohesive visual language across the entire product.
Although the project was scoped as a UI reskin, along the way I made broader improvements to enhance both internal processes and refine key aspects of the user experience.
Background
Before Lex existed as an app, founder Kell ran a popular Instagram account that allowed users to post text-only personal ads. This was an homage to the queer and specifically lesbian publications of the past where the queer community would post personal ads to find others.
The concept was a hit and Kell was able to foster a loyal queer community that adopted the Lex app as an extension of that digital classifieds concept.
The original UI mirrored that origin and mirrored a visual language rooted in traditional print/newspaper/publication design.
Previous designs
App Icon
Onboarding
Creating a post
Profile page
I would mock up multiple concepts for each product area and working closely with the CEO, VP of product, marketing, and the other product designer to choose the designs that struck the right balance between bold new branding and solid UX. Accessibility was also in mind as we tried to apply the appriopriate
The new direction of the app was to be more of a playground for the queer community and I wanted to reflect that by bringing out fun and delightful moments of design and interaction throughout the app.
New designs
App Icon
Loading animation
If it’s queer, it’s here
If it’s queer, it’s here
If it’s queer, it’s here
Onboarding
Profile page + Edit your prompt
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@queerjournal
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Artsy journalist from Hawaii. I love to paint, go on hikes, dance in my backyard, and cuddle with my cat.
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@queerjournal
Savannah, GA
Waverly
22 • They/Them • Sagittarius
Ask me about
my hobbies and what anime/shows I’ve watched this year
I'd like to know
what’s your favourite book? currently reading Detransition, Baby rn and love it!! let’s start a queer book club pls??? 🥺
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your hobbies / passions <3
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Waverly
Brooklyn, NY • Today
@making_waves
Looking to sweat
Anybody know of any queer sports classes? 🏀 💪 Or let’s make our own?? Wanna work out and make friends!
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Will u BEE 🐝 mine?
You were a gorgeous barista who saw my bee-themed facemask and told me about the beehives on your farm. I was under-caffiented and hadn’t spoken to another human in months, text me?
Em
Brooklyn, NY • Today
@emsmile
Missed Connection
Reply
Will u BEE 🐝 mine?
You were a gorgeous barista who saw my bee-themed facemask and told me about the beehives on your farm. I was under-caffiented and hadn’t spoken to another human in months, text me?
Em
Brooklyn, NY • Today
@emsmile
Missed Connection
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Additional improvements
Componentized developer documentation in every file
Created new components & rebuilt existing ones in Design system
Improved figma file organization
