LEX

PRODUCT DESIGN, PRODUCT STRATEGY, ART DIRECTION

Lex’s key focuses were on user acquisition, retention, and monetization. I worked closely with our CPO, CTO, and engineering team to launch features that communicated our core value prop: Lex allows users to build authentic friendships and community. A few key features I led that unlocked growth for Lex were Group Explore, revamped profiles, and overhauls of user flows that led to increased user engagement and ease in platform use. I also led Lex’s brand design, and simultaneously executed creative direction and asset creation across visuals, including: web, social, OOH, online ads, emails, and merch.

IMPACT

Over 20 new features launched

107% average month over month (MoM) monetization growth from 2023-2024, predicted to end year with 72% average MoM growth

600% increase in users joining groups from 2023 to 2024

75% increase in user posting from Q3 2023 to Q1 2024

Lex named as one of Fast Company’s 2024 Most Innovative Companies

Next Project

Lex is a social app for discovering queer community. Through text-based posts, location based groups, and online or IRL events, Lex aims to be an online playground for all things queer.

THE CHALLENGE

As a growing startup with 120k monthly active users, Lex needed to turn its focus on user retention and growth. It also had fractures between the product and brand visual system, and needed an overhaul in its system architecture for synchronicity and optimization.

As Lead Product Designer, I led product design through the product development life cycle, collaborating with both engineers and a small, but high performing design team that included myself. I worked directly with the CPO to craft the product roadmap and with the CTO to coordinate, plan and manage feature and technical debt sprints. I was also responsible for experimentation, feature development, information architecture, growth initiatives, brand design and more.

I launched over 20 new features for Lex. Impact highlights include:

107% average month over month (MoM) monetization growth from 2023-2024, predicted to end year with 72% average MoM growth
600% increase in users joining groups from 2023 to 2024
75% increase in user posting from Q3 2023 to Q1 2024
Lex named as one of Fast Company’s 2024 Most Innovative Companies

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