Lead UI/UX Designer
How Might We Improve the Legal Services Website to Make it More Credible for Those Seeking Legal Advice?
Intro: I was hired by a new Legaltech company that offers innovative digital solutions connecting users with legal professionals, such as lawyers and attorneys. Their primary service is an online consultation where users can book lawyer/attorney to discuss their legal problems.
Task: Revamp the entire website, previously developed by an external agency, to the next level
Duration: 7 months
My Roles: I was one of the first two UI/UX Designers at this company. I led the development of the website version and assisted the other designer in developing the mobile app version. I collaborated directly with the product manager, engineers, legal team, marketing team, and business developers to enhance website features and services, and to establish the design foundation.
During that time, the team was still small and comprised mostly of young people. However, due to the project's tight deadline, we had to consider the engineers' capabilities so the designs could be executed fast and efficiently.
- The task was to revamp a legal consultation website to enhance credibility and engagement.
- Due to limited resources and technical constraints, the designs needed to be easy and quick to execute.
- The research process involved identifying issues with the previous version and gathering insights from competitors.
- New personas were developed based on user research findings.
- The revamp focused on three main objectives: improving existing features and flows, adding new pages and sections, and updating the UI/visuals to enhance user experience.
- After the revamp, the startup has becoming one of the fastest-growing legal techs in Indonesia.
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DISCOVERY & ANALYSIS
UIUX AUDIT
We began by identifying the problems and pain points on the previous version
- Limited sections, pages, and information. It needed to be more interesting, engaging, and credible.
- Lack of style consistency between pages, which could potentially confuse users.
- Complicated booking flow: many users had difficulties choosing the most suitable lawyer/attorney for their cases.
- General Visual: As the company shifted its target audiences to the younger demographic, the overall visuals had to be updated to make them fresher and more appealing.
INTERVIEW & SURVEY FINDINGS
Through our research with customers and lawyers, we identified similar issues as those discovered during our internal reviews
Since the website has been operational for over a year, we reached out to some of our past users to understand their pain points and preferences. Below are the insights we gathered:
- 60% users prefer to chat first in the beginning of consultancy, with the option to switch to video if needed.
- 65% of users prefer instant consultations rather than scheduling appointments.
- 55% users don't mind to create an account first, as long as the process can be simpler.
- 70% users think the current website visual is alright, but not particularly unique.
- 70% of users face difficulty in determining the most suitable lawyer for their case and often choose randomly.
NEW TARGET AUDIENCE
The target audience was also shifted to younger demographic
Age: | 18-35 years old |
Gender Ratio: | 50% male, 50% female |
Occupation: | Students, private employees, freelancers, small business owners |
Social class: | Low to middle class |
Location: | Jawa-Bali (Large cities) |
Nationalities: | 90% Indonesia, 10% International |
Marital Status: | Single, Married |
Work Experience: | 0-20 years |
Income: | IDR 0-20,000,000 per month |
PERSONA
We created new personas to align with the new audience
After discussions with the marketing team, we created two personas based on the two most popular groups of users from the current website: students and young wives/families.
COMPETITOR STUDIES
What we learned from our competitors:
- Text chat consultancy is more common than video call consultancy.
- Simple UI works perfectly (no need fancy design).
- Since not everyone understands legal matters, clarity is crucial (too much features or information can be confusing).
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PROPOSED SOLUTION
- Improve some existing features & flows, including the booking flow, to enhance convenience.
- Add some new pages and sections to make it more credible and engaging.
- Update the UI/visuals to create a fresher and more appealing look.
Solution 1: Improve Existing Features & Flows - e.g. Booking Flow & Consultation Session
1a. Booking Flow
One of the features we improved is the booking process for a consultation session with lawyers/advocates. We noticed that login/registration is one of the pain points during the booking process. However, it is a necessary step since the lawyer will need the user’s information first. Therefore, we created two flow options to simplify the process.
1b. Live Consultation Session
In response to users’ preference for text chat consultancy, we have made the chat box the default option to start the conversation. Users will also have the option to switch to video if they prefer direct communication.
Solution 2: Add some new pages and sections to make the website more credible and interesting
Together with product team, legal team, and marketing team, we added some information and elements to make the website more interesting and credible. We also asked some of our past users and potential users if there is anything they hope to see in our platform in the future.
Solution 3: Update UI/Visuals to align more closely with the brand guidelines
The company already has a brand guideline created by an external branding consultant, but it was not fully implemented in the previous version. The company also decided to slightly adjust the product strategy and target market. Consequently, we redeveloped the UI theme based on the insights from the marketing team and business development team.
3a. Moodboard
3b. Homepage UI Iteration
We used the homepage as the benchmark for the new website look. Initially, I my design was too simple and monotone. With the assistance of another designer, we adjusted the design to incorporate more lively and colorful tones.
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RESULT
The designs and features have been significantly improved since I left the company, but they still adhere to the same design foundation we established during the revamp phase. For the latest version, please visit the website: perqara.com
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OUTCOME & REFLECTION
One year after the relaunch, the company has become one of the fastest-growing legaltech companies in Indonesia, assisting over 2000 people in resolving their legal cases.
This achievement was the result of collaborative efforts from all divisions, including the product and design team, marketing team, and business development team.
Back then, the website was still imperfect because we prioritized establishing the basic foundation first. Nevertheless, there are a few things I would consider if given another opportunity to refine:
- Gain more understanding of integrated working systems
- Enhance coordination with other designers
- Deepen knowledge of SEO practices