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UX problem solving and A/B testing with new pattern creation.

CASE STUDY - Legal Start Fr.

Paris, France

Case Study - Paris-based legal docs usability rethink with positive results.

The Problem

A High-Contrast modal experience was chosen to better guide customers through a confusing legal document experience. 

The image to the right pics the beginning thought process of the UX redesign for LegalStart. The wizard redesign was an essential part of customers' future success, gradually engaging and ultimately taking ownership and legal documents they begin to create on-site. The ultimate goal was to have a successful gradual engagement and adoption of the legal solutions available. LegalStart's approach was to allow consumers to create their own legal documents. Thereby creating ownership.

An older, high cognitive load site with an undefined workflow in a complex legal system in a landscape of new competition.

Usability testing showed a consumer falloff.

Legal start, a leading legal docs solution in Paris, realized a substantial consumer interest fall off on their product due to a confusion of user experience. Shown to the left are the original website and creative artwork. I determined that the cognitive load on the site was far too overbearing and confusing for the customer to navigate through. The company's ultimate goal was to focus on the green wizard boxes at the top of the page.


The problem, however, was that there were too many subcategories and subpages for the user to find their way through, ultimately converting into a high churn rate.

The Solution

With a focus on the reduction of the cognitive load up the webpage, a new fresh easily digestible and redesigned homepage was present. Sections were broken down in order of priority and hierarchy. The wizard at the top of the page was redesigned with high contrast in mind and information hierarchy as well as a reduction of repetitive information from the previous an older design. The results were great.

From 21.5% - 24% to 97.8% reliability rate to start a document.


A-B Testing results

After A.B testing over 30 days with 6k users against the new design and the old design the following results emerged. 

  • +11.54% (97.8% reliability) of users starting a form (which was the primary goal) = from 21.5% to 24% reliability rate.

  • Also +12.3% (80% reliability) users arriving at the checkout page. Older Data form old homepage design: Arrival at checkout page : 7% => new 7.86%


A crisp UI appearance, refined messaging, and new data visuals bring workflow clarity to a complex legal landscape.

The challenge on the subpage which is also a link off of the main homepage wizard was to explain to the customer the process of recovering funds for their business. The problem is twofold. One, to explain to the customer, their experience of the process as well as the experience of their opponent of whom they are trying to collect funds. 

Data visuals were produced custom for both levels of explanation. Branded colors were redesigns and suggested to the client. The outcome was successful and so far the tests have come back positive from users in terms of clarity of understanding of fund collection services.

Data visual exclamation of customers experience

Data visual exclamation of opponents experience

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