Lawfty | Product Design, Communication Design
Stop important emails from getting lost in the inbox.
Lawfty's partner firms are too busy to give case updates via email. Data visualization keeps them motivated, while a conversational interface empowers them to communicate essential information without even typing. This is how Lawfty can eliminate the roadblocks to scale.
Lawfty is a full-funnel adtech solution for personal injury law firms. Its data science team uses natural languge processing and algorithmic bidding on Google AdWords to deliver high-value leads to 20+ partner law firms across the United States. Once cases monetize, Lawfty takes an 11% commission on the settlement.
My team addressed Lawfty's need for regular status updates from its partners. A delightful conversational interface eliminates the need to sift through paragraphs of text and manage long email chains. We designed data visualizations that gamify partner firms' responsiveness and nudge them to improve over time.
Overview
JUMP recently won a permit from the SFMTA to pilot a dockless bikeshare system in San Francisco. Our job is to make the launch as successful as possible.
Goals Reduce Lawfty's operational overhead with a new communication product.
Responsibilities Worked collaboratively with two UX designers. Conducted end-to-end research and visual design.
Timeline Three week sprint.
Goals Reduce Lawfty's operational overhead with a new communication product.
Responsibilities Worked collaboratively with two UX designers. Conducted end-to-end research and visual design.
Timeline Three week sprint that developed into an ongoing engagement.
New Designs
New Designs
A conversational interface that makes communication painless
Who says lawyers are too busy for email? My team developed a brand new desktop interface that is accessible to users young and old.
An email dashboard that motivates partners to keep Lawfty updated
A beautiful dashboard promotes healthy competition. Partners are driven to improve their responsiveness once they are able to visualize their progress. More responsiveness means less follow up work for Lawfty.
User Research
We had to be resourceful in our research process. We had limited access to employees of Lawfty's partner firms for interviews.
We leveraged our stakeholder interviews with members of Lawfty's operations team to understand the root causes of firms' unresponsiveness.
Provisional Personas
We created provisional personas early on, to develop empathy for the major players in Lawfty's ecosystem:
- injured people seeking legal representation
- personal injury lawyers
- Lawfty's intake specialists who help connect injured people to lawyers
Click to enlarge.
System Mapping
Lawfty generates leads through algorithmic bidding on Google Adwords.
The operations team vets potential cases and refers the high-value leads to Lawfty's network of partner firms. When cases monetize via settlement or trial, Lawfty receives an 11% commission.
To fully understand the complex ecosystem and series of handoffs that occur, we created a workflow map. The first shows the happy path, while the second accounts for all possible outcomes.
Click to enlarge.
Partner Firm Archetypes
We weren't able to speak directly to the employees of partner law firms, so we structured our stakeholder interviews to gain insights into partners' pain points.
"Put yourself in your partner firms' shoes . . . how do you feel when you see an email from Lawfty?"
We produced three user archetypes.
Click to enlarge.
Ideate & Design
With a grip on the firms' pain points, we brainstormed potential solutions.
After conferring with our client about cost and technical feasibility, we prioritized the email dashboard and conversational interface.
The dashboard motivates better communication, while the chat interface makes communication easy.
Chat Interface Iterations
Email Dashboard Iterations
Outcome
We presented our research and designs to the team and got the green light to start building.
Next steps
- Interview partners to understand their pain points better
- Iterate designs in response to interviews
- Test prototypes with partners
Outcome
Working on a small team was challenging and exciting. We had to be resourceful during our research phase since we could not interview lawyers. We battled through the ambiguity and ultimately were able to create a beautiful product that we are continuing to build.
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