Process
Research and Discovery
1.1 User Research
Conducted user interviews, surveys, and stakeholder consultations to understand the preferences, pain points, and requirements of the company's target audience, which included legal professionals, IT decision-makers, and potential investors.
1.2 Usability Testing
Performed usability testing on the existing website to identify usability issues, navigation challenges, and areas of improvement. Leveraged Hotjar recordings and existing site data to get a better picture of bounce and exit, also created 15 conversion points based on form completes and page depth. Identified issues such as unclear navigation labels, long load times, and lack of clarity in the writing and storytelling.
1.3 Competitive Analysis
Analyzed competitor websites to identify industry trends, benchmark against best practices, and gain insights into design patterns that resonate with the legal technology sector.
Design Discovery
2.1 Design Goals
Clarity and Simplicity: Key Creative focus Powerful / Professional / Persistent
Prioritized a clean and straightforward design that conveys complex legal tech concepts in an understandable manner. Focused on creating a logical information hierarchy to make navigation and content consumption intuitive.
2.2 Trust and Credibility
Emphasized a professional and authoritative visual identity to establish trust with the target audience. Leveraged branding elements that convey expertise, reliability, and a deep understanding of legal technology.
Design Solutions
3.1 Streamlined Navigation:
Reorganized the website's structure with a clear navigation menu that guides users to essential sections, such as product offerings, case studies, client testimonials, and thought leadership content. Had to dig deep on this one as we didn't have much collateral but worked with content teams to create more credible content.
3.2 Visual Design
Employed a simplified color palette that aligns with the legal industry while integrating modern design trends to convey innovation. Utilized more product shots and screen grabs of the actual product and the existing design system, such as legal professionals in real-world scenarios, to humanize the technological solutions.
3.3 Design System
Built an entirely net new design system with a very green team that needed to be coached through the ins and outs of design systems, lots of of office hours and technical coaching to get the team all looking at the same thing. In the end we redesigned the product tokens and wayfinders for users to understand the products and solutions and created a entirely new icon set to leverage the leaf (fileVINE) aspect for originality and a elegant story component.
3.4 Content Strategy
Built an entirely net new design system with a very green team that needed to be coached through the ins and outs of design systems, lots of of office hours and technical coaching to get the team all looking at the same thing. In the end we redesigned the product tokens and wayfinders for users to understand the products and solutions and created a entirely new icon set to leverage the leaf (fileVINE) aspect for originality and a elegant story component.
3.5. Interactive Elements
Incorporated interactive features such as product demos, animated infographics, and data visualizations to engage visitors and present complex legal tech concepts in an engaging manner. This proved to be a challenge as our developer was working within a pretty bloated CMS but we got the best out of it.
Prototyping and Testing
4.1 Low Fidelity Prototypes
Developed numerous low-fidelity wireframe prototypes to visualize the new website's layout and user flows. Gathered feedback from stakeholders and conducted usability tests to identify potential usability issues.
4.2 High Fidelity Prototypes
Designed a high-fidelity interactive prototype that reflected the finalized visual design and content strategy. Conducted usability testing with legal professionals to ensure a seamless and intuitive user experience.
