Lincoln Way Design System & Visual Refresh
Redesigning the Lincoln Way App Design & Visual System
Having worked with Lincoln for a few years, we were tasked to bring their app to appeal to Gen Z.
Because Lincoln was a brand that appealed more to the older generation, it was a challenge to redesign the app & design system while proposing a new design language that matches with what Gen Z will look for.
The key was agility & minimalism, which guided us as we designed a better foundation & increased personalisation with a focus on improving the social elements in the app.
Over the course of 2 months, I led a team that iterated on different design directions before landing on one that is minimal yet fresh, clear yet flexible.
The design system also underwent an overhaul, making it much more agile, focusing on atomic principles to ensure that we build only the necessary components yet will be able to deliver the complex app infrastructure.
Over 900 pages were redesigned, with a brand new design system in place that allowed Lincoln to expand in the future.