North*Northwest Law Group:
UW Consultancy Program
WEB DESIGN
UX RESEARCH
USABILITY TEST
15 min read
As part of the UW consultancy program, I served a regional legal firm in the capacity of a UX designer, assisting them in reimagining their trademark-based webpage.
Discover
Method: competitive analysis, user testing, affinity mapping
Target Audience
Informed by our analysis of the marketing data and our client's strategic business plan, we have refined our focus to encompass four distinct audience segments:
Competitive Analysis
I conducted a comprehensive UX audit comparing our trademark application website with two prominent law firms(Legal Zoom and Gerben).
Findings: What they excel?
Strong social proof
Brand-aligned visual design
Clear layout and navigation
User Testing
To prioritize user-centric design over personal preferences, we conducted a user test using Maze. For this assessment, we enlisted 30 participants aged between 30 and 60.
Affinity Map
Findings: What users complain about?
Low Credibility/Trust
It is also evident that "58% of the testers continue to harbor reservations about online law services due to concerns over potential scams. "
Complicated Registration Process
Participants were frequently complaining about the heavy and intense content on the application page.
Lack of Contact and Support
Unclear Pricing
Define
Pain Points
As gleaned from the user testing, we have distilled the primary pain points into the following four key areas:
Design Goals
Following research, we engaged in a collaborative discussion with our client to establish our shared design goals, which are outlined as follows:
Enhance website content for enhanced credibility
Enhance clarity and intuitiveness in the application process
Craft compelling unique selling propositions
Establish robust customer contact and support
Help improve conversion rate towards the final application
Develop
Method: HMW, information architecture, wireframing, prototyping
HMW
HMW enhance website content for enhanced credibility?
Add customer testimonials/ use real photos/ add about us page
HMW streamline and clarify the application process?
Use sub navigation/ label each step clearly
HMW build better connection with customers?
Add contact page/ chatbot/ FAQ section
HMW optimize pricing strategy?
Clarify pricing package/ compare with major competitors
HMW improve conversion rate towards the final application?
Highlight CTA buttons/ increase CTA repetition/ appropriate CTA placing
Information Architecture
Informed by user testing and thorough research findings, we undertook a comprehensive overhaul of the website's architecture.
Green parts are added/revised after reorganization
Enhance Credibility
Simplify Application Process
Provide Better Contact and Support
Deliver
We are presently in a phase of anticipation as we await the completion of the website rebuilding by the engineering team.
Design System
Reflection
Highlighting the importance of UX design and the motivations for sticking with specific methodologies is crucial when interacting with non-tech savvy individuals.
We once utilized the Raleway font family, but we've made a final switch to Roboto, deeming it more fitting for legal service sites.
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