Refining LESGO: A UX Journey into Modernizing LGBTQIA+ Dating
Teaming up with an innovative app to enhance aesthetics and usability in queer dating
tools
Figma
Figjam
Adobe Creative Suite
client
In the competitive world of online dating apps, niche platforms like LESGO are key for addressing the needs of underrepresented communities. LESGO, an Australian LGBTQIA+ dating app, stands out with its unique feature that allows users to seamlessly toggle between swiping modes: friendship, dating, or casual encounters.
As LESGO prepared to expand into the UK market, the need for a design update was clear—to appeal to a new demographic, enhance the user experience, and adhere to accessibility standards.
problem
The initial assessment of LESGO revealed a product with a lot of potential, created with heart and the best of intentions, but that lacked the design input of a UX professional. As often happens in small companies with tight budgets, where the stakeholder doubles as the UI designer, the perspective of the end user can sometimes be lost, resulting in usability and accessibility issues, an unintuitive information architecture, and a general non-cohesive design.
So, we embarked on what we playfully called a ‘facelift’, aiming not only to update and modernise the aesthetics but also to streamline and simplify interactions. In this case study, I’ll explore how we transformed LESGO through a user-centred design approach.
goal
Modernise the visual design, resolve accessibility issues, and restructure the app’s interface to improve user engagement.
visual identity
first assessment
In its first iteration, the LESGO app presented a visual experience that was dated and inconsistent. The original design featured a range of mismatched colours and gradients, inconsistent icon styles and emojis, and a layout that while trying to be original and groundbreaking, did not meet the standard of modern app aesthetics.
Our primary goal for the visual redesign was to create a cohesive and modern look that would resonate with its target audience and stand out from other similar apps. We aimed for a welcoming and vibrant interface, with a unified colour palette and consistent design elements.
colour scheme
Originally, LESGO’s colour scheme was tame, almost scared to make a bold move. We shook things up by choosing a palette that aligns with the brand’s identity. We kept LESGO’s signature blue as the primary colour, with tones of off-white and off-black for background and text elements. By using gradients that differ from pure black and white, we minimise eye strain and boost accessibility.
This combination of colours makes LESGO stand out from its competitors while being subtle enough that the user wouldn’t be scared to open the app in public.
corners
In its earlier design, LESGO opted for varying degrees of rounded edges for different elements, resulting in an antiquated style that lacked uniformity.
We decided to listen to what the design organically asked for:
Square design with a subtle 4px radius on most elements.
16px radius to soften deck swipe cards.
Fully round corners on elements that benefited from it.
This approach standardised our design and refreshed the overall feel of the interface.
typography
Without changing the original typography, we standardised the style throughout the app, keeping a bold style for titles, and keeping italics only when naming the app.
iconography
Previously, the app’s icons varied in style and were often presented as emojis. We introduced a new set of icons, intuitive and uniform, each carefully selected to convey its function and be instantly recognisable.
layout
In terms of layout, we reconfigured the app’s structure to better reflect the mental models of our users. We focused on intuitive navigation and a logical organisation of elements, which we will explore in more detail in the following section.
navigation
challenges with the original design.
Originally, LESGO had opted for a minimalist approach without a traditional navigation bar. While this decision seems to maximise screen real estate and keep a simple and clean design, this didn’t translate well in practice.
This format can be effective in apps focused on a single function, like Deliveroo or Citymapper, while on LESGO it led to a confusing user interface, crowded with similar-looking buttons that lacked intuitive navigation cues.
redesign strategy
To address these issues, we realigned our design more closely with our users’ mental models. We introduced a simple but effective navigation bar that organically divides the app into four main sections: Home, Messages, Explore, and Profile and Settings.
This streamlined navigation does not just simplify the interface, it also sets the groundwork for future updates. Buy establishing a clear modular navigation, we create a space that can easily accommodate new features as LESGO continues to evolve.
user testing
To ensure our design decisions were on the right track, we conducted a series of user tests with a group of participants from our target audience. These tests aimed to confirm our design improvements and address questions we had during the redesign process.
Some of the specifics we focused on were:
understanding swiping modes
A key area of our focus was whether users would understand the distinct swiping modes (friendship, dating, casual encounters). The test results indicated that the clear labels and intuitive icons made it easy for users to identify and distinguish between the modes.
navigating to settings
We were concerned about whether users could easily find their settings with the new navigation bar. Feedback showed that users could quickly locate and access their settings, confirming the effectiveness of our streamlined navigation.
explore section icon
The Explore section of the app serves as a magazine with city-specific articles about queer lifestyle. We initially struggled to find an appropriate icon, and testing helped us choose the current magazine icon. We had previously tried a globe and a magnifying glass, but our users’ mental models led them to interpret these icons as referring to different features already existing in other apps.
review & preview
Reflecting on the feedback from our user testing, we are confident that our 'facelift' has significantly enhanced the overall user experience. Users reported a more intuitive and visually appealing interface, aligning perfectly with our initial goals for the redesign. This positive outcome has not only validated our efforts but also inspired us to continue innovating.
We have designed new features that we believe will be game-changers for the queer app landscape. Here’s a teaser of some of them:
safety beacon
We know that it’s not uncommon for queer people to feel unsafe when meeting someone from an app. To address this concern, we have created the Safety Beacon. With just a couple of taps, users can send their real-time location to a trusted contact in they find themselves in a risky situation.
events calendar
Navigating multiple websites to find LGBTQ+ friendly events can be a hassle. That’s why we’ve created a one-stop events calendar that consolidates all queer events into a single, easy-to-use platform.
+1 feature
Ever wanted to attend an event but couldn’t find anyone to go with? Our +1 feature solves this by using swiping cards to help users find companions for nights out, theatre shows, or even house parties.
