Scaling a Tech Startup
Reiterative UX sprints for Collaborative Legal App
Truce Law, 2019-2020
- R20% CTR
- R388% ROI first year
- RScaled team 300% first year
Onboard clients with a web app for court-free legal alternatives.
Priority 1: Engage referrals with resources while funneling leads.
Priority 2: Combine member admin interface on existing WordPress platform with custom legal collaboration app.
We collaborated closely to align content strategy, user-flow, and SEO as a Minimal Viable Product (MVP). I recruited a developer to map client data securely on the backend and significantly simplified client interactions. I also added successful landing pages and saw the company triple its team the first year.
Overview of Lean UX Iterations
The client and I were both strategic about leading with research and strategy. Most of the work up front was UX research, following by lean builds. We built the evaluation first to capture leads relevant to their niche services. This immediately improved client conversion while we built the web app to scale their legal services.
1. UX Research
Stakeholder Interview, User Research, and Strategy
Identifying Opportunities + Flow
My origins in multidisciplinary design and front-end development added unity as we planned strategy for tech, user, admin and stakeholders. Google Workspace was our go-to collaboration resource. Miro was the remote playground for prioritization, user research, user flows and ideation.
Shareholder Interview | Audit and Competitive Analysis, Industry Trends
We developed baseline requirements and objectives during initial discovery and analysis. Then, we set out to test the most viable, lean API solution to map form fields to PDF queries.
Minimal Viable Product (MVP) Information Architecture
Illustrating work flow and data mapping architecture laid the ground work to test my MVP hypothesis: Adapt web app for current tech stack with the following:
- Gated Membership API
- Map form fields with Gravity Forms conditional logic output
- Conserve resources by testing simple form
Lean UX Board
Collaborating on a whiteboard like Miro helps identify priorities easy and which features to add during later iterations.
Below is the latest user flow iteration and it unifies an end-to-end user journey.
My UX/UI briefs provide UX/UI continuity for all interactions and brand touchpoints. Branding, design prototypes, and UX/UI are inherently integral to the design process.
Content Brief (Collaborative)
Wireframes, and interactive Prototype Designs
Part 1: The Educational Evaluation Prototype
Clickstream interactions navigate potential clients through their options.
- A landing page screen captures lead referrals
- Each interaction triggers a conditional response
- A progress par provides a helpful visual cue to aid evaluation completion
Part 2: The Web App Prototype
The onboarding process steps paid members through their new account with a pilot overview screen.
- A bookmark prompt appears, followed by account confirmation
- A brief overview reassures users they can securely collaborate with their family
- Clients can stop to save their progress at any time
- A visual aid above each form identifies progress and completion
- Design is minimal and clean
Part 3: The Development
We simplify legal form requests and requirements for the client.
- We curate form fields to avoid redundant requests as they appear on the legal forms
- I map data from a single user form field to multiple fields on various forms
- Multiple PDFs are processed and emailed to Truce Law while client receives notifications
A challenge develops as we built out reiterations of the web app: Legal forms change each year and need to be maintained. This impacts the form on the front and backend website, as well as script edits in Acrobat. We add documentation for necessary edits each year.
Gravity Forms API on WordPress
Conditional Logic fields, hybrid js + GF
Mapping fields in Adobe Acrobat DC
Checking Analytics and Interactions for User Experience Insights
Part 1: Google Tag Manager
We built the website, landing pages, and web app components with SEO in mind and leverage analytics after the first iteration. We later added meta for Google Tag Manager to track more specific actions and goals. We were able to confirm what we theorized about audience personas, and added several niche ad campaigns for their specific needs. This grew a starting client base for Truce Law and gave us additional insights to optimize content with new iterations.
2. User Interaction Insights
The most impactful engagement we kept an eye on is the initial conversion of qualified leads from the educational evaluation. We immediately saw a jump in online engagement but made a pivot in our onboarding process and price point after brief periods.
Ongoing Lean UX iterationsare made to optimize user engagement.
Iteration II: Clients value attorney engagement over DIY prices. We originally provided Truce plans and DIY offerings at the end of the evaluation. Pivoting to self-scheduling attorney consultations steadily increasedespite raising service prices.
Iteration III: Niche landing pages optimize CTR by 20%. Truce removes low-cost “DIY” services and offers plans with added attorney support. Engagement continues to rise and Truce adds a team member.
Iteration IV: As the Truce team expanded, so did services. After meeting their goal of providing affordable collaborative services to those in need, they adjusted pricing as needed and the team at Truce Law began to expand. They identified a need to provide individual representation for clients whose dream for a collaborative solution could not come to fruition.
4. Insights and Outcome
Demand for services increased
Demand for family legal services and remote collaboration increased with the pandemic and recession. Remote consultations and conversions jumped 20% from the year before.
Attorney engagement is more important than prices to clients
Clients get more value and confidence with adaptive attorney collaboration. They respond well to options that add value for their families, opposed to most affordable plans on the market. Truce increased ROI 388% in their first year.