Building a Web App for Legal Sidekick.
As part of UXAcademy's Beginners UX course, I was connected with a client to help optimise the way entrepreneurs access legal service products through Legal Sidekicks Web App. The main objective that they wanted us to explore was a way to: Increase conversion rate of new members & Increase engagement from current members.
The Problem
We were given a brief where the client laid our their problem:
Our clunky user experience is blocking us from achieving our potential as a business. Thinking about Legal Sidekick initially as an online shop, we want to simplify the process of customers finding the products they want and purchasing them. Currently, our shop window isn’t optimised.
This meant we needed to understand why the current user experience wasn't working, so we can know what to fix. We also needed to understand the users and their needs so we could
Discovery
Understanding the user
One of the first things we set out to do was get a deeper understanding of the current users of the site. Legal Sidekicks' clientele at the start, was limited to those directed to the website via the site owner. Usually at this stage, looking at the analytics of a website can answer quite a lot of questions (which would then later be backed up with interview data). Unfortunately in this project we didn't have such data.
Because we lacked the data and resources needed, we looked to interview 6 entrepreneurs who currently already acquire legal documents without any legal knowledge themselves. Our goals were to:
- To understand the expectations of a service like this.
- To identify the main issues to avoid and any improvements that could be realised.
- To build personas which are representative of our
We got a lot of great feedback from these, and aggregated them into finding, such as:
The Homepage was too cluttered
Participants were confused with loads of information on the landing page and faced difficulty to find the information they were looking out for
Pricing page/ Packages were not clear
The packages were bit confusing to the participants and they didn’t understand what the differences between the packages were
Contract creation journey
Participants didn’t know what happens after they create a contract and where they find the contracts once created.
The account navigation
The navigation within the user account was bit tricky for the users and they didn’t understand the labels within the account
Lack of human touch
Participants felt that it would be great if there is some online 24/7 help or chat bot wherein they can find answers to their queries immediately
Personas
From what we discovered, we built 3 personas
Design Iterations
Hypothesis
From all we've learned, we hypothesised that
- Decluttering the Homepage would make users feel less overwhelmed and are more likely to convert.
- Creating a dashboard that brings the contract creation journey together from start to finish will enable users to better understand the process.
After checking with the client, we proceeded to the initial iterations of designing a solution
Sketches
Wireframes
Validation
User Testing
Now that we had a solution we needed to test it with users before commiting resources to building it. To do this we started planning userbility testing. We wrote a discussion guide and tasked participants of the research, with going from the landing page through to creating a sample contract (NDA).
In order to give them something to interact with we turned the wireframes into a working prototype
We again spoke with 6 people over zoom using one-to-one interviews, and then aggregated the findings.
Solution
Next Design Iteration
Based on what we learned that worked or didn't work in the 1st iteration, we made some changes, including:
- Making the Homepage even simpler, by creating more whitespace and removing the multiple pricing packages in favour a single CTA.
- Removing the pricing packages from the pricing page, or simplifying them.
- Simplifying searching on the resource library by reducing the number of filters and relying more on an intelligent search.
- Introducing a human element such as chat for support and reassurance.
- Made steps visible in content creation to give users a sense of progress.
- Made the pricing of contracts available throughout the creation journey.
- Added a dedicated space to allow uses to e-sign their documents online.
- Made it easier to find where the contracts are once they've been created and paid for.
