AO Shearman
Overview
The one where I lead an end-to-end product design project, to launch a B2B merged site, amplified lead-generation and increased career applications by 20%, and won the 2024 B2B site of year at Drum awards.
Categories
End-to-end product design
B2B
Date
Jun 8, 2024
Description
Following the decision to merge, one of the two world largest law firms in UK and US have come together, constituting as the world’s 3rd largest law firm. This merger presents a unique opportunity to thoughtfully create a brand and digital experience which signals to the market the new firm is ready to do things differently.
The newly merged law firm, wants to shift away from the approach of traditional, standard law websites to create a digital ecosystem that strategically demonstrates the law firm as a transformational firm focused on clients’ needs.
Key goals.
Attract high quality talent proud to work for the law firm
- Champion the business proposition to attract and retain the world’s best talent
- Increase in applicants are successfully applying for roles at the law firm online
Demonstrate the breadth and depth of expertise through innovation
- Amplify the impact of thought leadership & expertise
- Put clients at the core by crafting simple and intuitive digital experiences.
- Customers are adopting innovative technologies, solutions and resources
Profitably grow the business
- Showcase the new confident, dynamic brand identity.
- The firm is better at generating and nurturing leads using digital assets
Crafting deliverables that tell a story
To get a buy in from the client, UX artefacts and deliverables had to be crafted to tell a compelling narrative, being both well designed but also structured to help and guide stakeholders' decision making.
Design system
I collaborated closely with the technical director, front-end, and Sitecore developers to deliver designs that met client requirements. Each design was thoroughly documented to ensure clarity and consistency. This detailed documentation supports future development and maintenance.
Throughout the process, I worked closely with the delivery and DevOps teams, writing acceptance criteria and user stories to make sure the project is shipped on time.
Art of the possible & page templates
Aligning digital experience with art of the possible
User testing
Planning sessions
I've engaged with the client early in the process to setup continuous usability testing during the sprint process.
Testing sessions were held mid sprint, every sprint, in- person at the law firm or remotely with overseas
participants. The process involved one moderator and note taker.
35
User Testing Sessions
489
Total number of insights collected
25
Screens Tested
Playback of findings.
I created a playback video using Loom
synthesising the findings, and walking the
clients through the key points to focus on
I created a playback video using Loom synthesising the findings, and walking the clients through the key points to focus on
Personal retro.
Complex corporate cultures carry their own set of challenges
More research and empathy was needed when navigating legal corporate structures, and especially addressing lawyer's unique user needs.
Get a good understanding of various CMS systems
Speaking to Content Managers and setting up platform spikes to understand the possibilities & constraints of the platform were crucial
Use Airtable as directory of research and insights
Airtable was crucial in creating a source of truth for very complex and often times confusing research and it's something I will implement in my future projects
