FINTECH/ LEGALTECH
Improving Lead Conversions Through Simplified Interactions
Willjini helps people write their legal Will and other legacy planning documents both online and offline with the help of lawyers. I was contacted by them to revamp their website & help drive their online conversions
MY ROLE
Lead Experience Designer
Discovery and requirements gathering
Stakeholder Interviews
Visual direction and UI design
Prototyping and styleguide creation
Identity redesign
Design QA
🤔 BUSINESS CHALLENGE
How might we reduce drop off rate on our site & increase our online sales?
About
xx%
of the sales are through online Will drafting
About
xx%
visitors leave the website on the landing page
But
xx%
of the leads are using mobile phones but our website is not compatible with mobile
USABILITY EXPERT REVIEW
Using NCPI & VIMM model to uncover usability issues
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I conducted a quick expert review just before the stakeholder interviews to help identify high-impact and low-impact issues in the current designs.
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Willjini got an average severity score of 4/5 which meant we had some major usability issues to solve​
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Content hierarchy, aesthetics and user control and freedom needed focus
COMPETITOR ANALYSIS
Benchmarking and understanding the industry landscape
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I chose 3 direct competitors and 3 indirect competitors of Willjini.
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I wanted to understand the positioning and catalog structure followed by the competitors.
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I benchmarked the competitors across various parameters such as target audience, performance, brand strategy and the visual approach of the website
STAKEHOLDER INTERVIEWS
Capturing business goals, user needs & technical constraints
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After the expert review, I conducted virtual interviews with the co-founders and the tech team for an all-round perspective
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Used affinity maps to extract out common themes and conflicting assumptions.
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These themes were further laid out on the mind map for setting up the objective for the DT workshop
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INSIGHTS FROM THE FIELD
Collecting user pain points from lawyers & staff
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A large part of Willjini's business involves direct interaction with the customer throughout their Will making journey.
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I wanted to gather the complaints and concerns expressed by the users when interacting with Willjini's staff
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These insights combined with the stakeholder interview themes helped me define focus areas for the new design
DESIGN THINKING WORKSHOP
Collectively simplifying the product catalog
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Some issues are better solved when there is a representation of all teams; business, design and tech
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Willjini had many Will products but users were confused which one would suit them the most
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We collectively came up with a simplified catalog with only 4 Will plans to avoid confusion
INFORMATION ARCHITECTURE
Simplifying content structure and interactions
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I wanted to bring the user's focus immediately on the primary services of Willjini : Trust and Will
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Adding enquiry forms and FAQs were our best bets at keeping the user on the website
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Cart sorting exercises with the product team helped us categorize content like the videos, seminars and articles into the Learn section
APPROACH
Consistently mapping & validating iterations with our personas
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Willjini has been in business for a over a decade and hence had its personas well defined and backed by numbers already
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Before we jump into designing, I ensured our new approaches, changes and design concepts were in line with our 2 personas
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Mobile first responsive approach was chosen since 80% of our users landed on our website on their mobile phones
FINAL DESIGN
The all new purpose-driven experience
Consistent brand visuals and styleguide
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Logo revamped to make it scalable and digital friendly
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A vintage and nostalgic B&W imagery and visual style to appeal to the target age group
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Creating a detailed UI component styleguide on Figma for consistency and future expansion of the product
DESIGN QA & HANDOFF
Ensuring quality handoff and implementation
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Mobile and desktop versions of each screen was handed off with all components linked to the styleguide
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3 rounds of design QA testing was conducted to ensure the design is replicated in the production​
IMPACT
Positive results and much more to do
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Willjini.com was successfully launched in July 2023.
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XX% reduction in drop rate within one month of launch
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XX% increase in lead conversions within one month of launch