I Designed the Website for the World's 3rd Biggest Law Firm

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

Live Preview

The project setup

Team setup

Senior Product Designer (Me)
UI designer x 4
UX director
Business Analyst
Director of Technology
Associate Director Strategist
Front End Developer x 4
Back End Developer x 3
Project Manager x 2

My role

Digital Experience Discovery
Strategic Product Definition
Design System Design
Creation of UX wireframes
Remote & in-person user testing
Design System Documentation
Continuous Product Optimisation

Outcome

A refined legal website that helps prospects find the right lawyers for their business through intuitive search and site structure

Lawyers able to market themselves as leaders in the field through self served profiles

And legal experts creating articles, blogs, podcasts that reach their target audience

The problem

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.

Project goals

Attract high quality

talent

proud to work for the law firm

Demonstrate the breadth

and depth of expertise

Profitably grow the business

Phase 01

Discovery
& Research

I start by undertaking a thorough research of competitive landscape, interviewing legal experts, even setting up an impromptu interview sessions at a coffee shop near local legal firm

AuditUser ResearchWorkshops

Phase 02

Product
Strategy

I worked with client to shape the roadmap, defining priorities, positioning.

RoadmapPositioningMetrics

Phase 03

Interface
Design

After that, I produced a set of intuitive, beautiful page templates and flows. I've collaborating with visual designers and the brand team, to make sure each design decision feels cohesive, and just right for the rebrand

UI DesignPrototypingDesign System

Phase 04

Testing
& Refining

Next, I've validated my design decisions not only by justifying them in front of the client, but also by gathering insights during inperson user tests

User testingvalidation

Phase 05

Launch
& Growth

And finally, I oversaw the go-live of this massive project, refining the product and driving momentum.

LaunchAnalyticsIteration

Competitor research

The discovery kicked off with mapping of 30+ competitors, benchmarking their customer experience metrics, using Nielsen Normans heuristic evaluation framework

Mapping user journeys

With the client, I've identified and mapped 6 primary journeys across 4 user groups, evaluating the user actions and areas of opportunity

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.

Presenting research findings

To get a buy in from the client, UX artefacts 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.

New information architecture

I worked closely with the client, to create a site architecture, composed of newly designed page templates

Example of how I mapped the datapoints existing page templates

Example of page template component mapping

Evolution of a profile page template

User testing

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.