Lawline:

Lawline is a digital legal advice service: I was assigned to do a comprehensive UX/UI redesign to elevate user experience. Addressed the needs of both private individuals and legal professionals seeking rapid legal guidance.

Role:

UX/UI designer

User research:

• Customer-Centric Foundation: Initiated the redesign by rigorously analyzing insights gathered from customer support interactions, ensuring a design approach aligned with user requirements.

• Strategic Competitor Analysis: Conducted a thorough mapping of competitors to unearth industry trends and identify areas for differentiation. This process shaped the project's strategic direction.

• Alignment with Business Goals: Meticulously aligned design decisions with Lawline's business goals, ensuring the new UX/UI design would bolster user engagement and service offerings.

Concept Development:

• Accessible and Approachable: Utilized insights from customer support and competitor analysis to craft an approachable tone for the website, appealing to both legal experts and non-professionals.

• Creative Tone: Shifted away from traditional legal imagery, introducing a more casual yet professional design language that would resonate with a diverse user base.

Solution:

• Comprehensive Design Framework: Produced detailed wireframes encompassing user login processes, personalized profiles, and an intuitive admin dashboard.

• Streamlined User Journey: Prioritized intuitive account creation/login, efficient navigation of legal inquiries, and strategically promoting legal student consultations.

• Collaborative Implementation: Worked closely with cross-functional teams, aligning the redesign with Lawline's business objectives.

Results:

• Elevation of User Experience: Successfully delivered a comprehensive design overhaul that not only met customer expectations but also aligned with Lawline's overarching business goals.

• Competitive Edge: Positioned Lawline as a distinctive player in the market, thanks to the unique combination of user-centric design and business strategy alignment.

Key Takeaways:

• Research-Driven Design: Merged insights from customer support, competitor analysis, and business objectives to shape the redesign strategy.

• Strategic Differentiation: Utilized competitor mapping to create a design that stands out in a competitive landscape.

• Collaborative Proficiency: Effectively communicated and collaborated with cross-functional teams to bring the redesign to fruition.

• User-Centered and Business-Focused: Successfully integrated user needs with business goals to create an engaging and impactful UX/UI design.

• Industry-Leading Transformation: Achieved a customer-centric design that propelled Lawline to the forefront of the legal advice service industry.