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Disrupting Legal with Design Thinking

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I was invited to speak as an industry expert with the Engineering department at the University of Washington as part of their Human Centered Design & Engineering graduate speaker series. My talk was about how my team at Avvo.com used Design Thinking to support the creation of a new product called Avvo Advisor.

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Disrupting Legal with Design Thinking

  1. 1. Ask The Right Questions Disrupting Industries Through UCD-Driven Discovery Puja Parakh @pujaparakh | http://puja.rocks
  2. 2. How many people have searched online about a legal issue? @pujaparakh
  3. 3. How many people have hired a lawyer before? @pujaparakh
  4. 4. People come to Avvo in search of answers/direction to their legal situation… Everything from how to handle a child custody to starting a small business.
  5. 5. Online Q&A Cost: Free Value: Low
  6. 6. Online Q&A Cost: Free Value: Low Hiring a lawyer Cost: Expensive Value: High
  7. 7. Online Q&A Cost: Free Value: Low Hiring a lawyer Cost: Expensive Value: High
  8. 8. Online Q&A Cost: Free Value: Low Hiring a lawyer Cost: Expensive Value: High
  9. 9. “Creating products customers love begins with discovering a solution that is valuable, usable, and feasible. If you can’t do this, then it’s not worth building anything” - Marty Cagan
  10. 10. How we used empathy in our process to shape and unexpectedly discover a whole new industry in legal… @pujaparakh
  11. 11. Average # of questions per user: 1.4 Immigration questions per user: 3.8
  12. 12. We knew that users were coming and going off of our site multiples times. Happening on both mobile and PC. ...and sometimes in their underwear @pujaparakh
  13. 13. I have a weird case of identify theft, and I am at my wits end dealing with it! What should I do?
  14. 14. Why?
  15. 15. There are 3 types of problems
  16. 16. Known knowns There are 3 types of problems 1 You know how to solve them
  17. 17. Known unknownsKnown knowns There are 3 types of problems 1 2 You know how to solve them You know ways to find out how to solve them
  18. 18. Known unknownsKnown knowns There are 3 types of problems 1 2 Unknown unknowns 3 You know how to solve them You know ways to find out how to solve them You don’t know how to solve them because you don’t know the root cause
  19. 19. Known knowns There are 3 types of problems 1 You know how to solve them I got a parking ticket. Pay by mail for the ticket. Required activities: Execution & implementation Required mindset: Checklist thinking
  20. 20. Known knowns There are 3 types of problems 1 You know how to solve them I got a parking ticket. Pay by mail for the ticket. Required activities: Execution & implementation Required mindset: Checklist thinking Known unknowns 2 Required activities: Search, learn, sort, solve Required mindset: Analytical thinking My phone doesn’t have service. How can I fix it?
  21. 21. Known knowns There are 3 types of problems 1 You know how to solve them I got a parking ticket. Pay by mail for the ticket. Required activities: Execution & implementation Required mindset: Checklist thinking Known unknowns 2 My phone doesn’t have service. How can I fix it? Required activities: Search, learn, sort, solve Required mindset: Analytical thinking Unknown unknowns 3 Customer ignores my product. How can I understand why? Required activities: Immersion, engagement Required mindset: Design thinking
  22. 22. Design Thinking is an abstraction of the principles and process that user-centered designers use to solve problems
  23. 23. You have to understand a problem before you can solve it.
  24. 24. Understand Explore Materialize
  25. 25. Understand Empathize Conduct research to develop an understanding of our users
  26. 26. Doogie Howser, MD Season 3, Episode 7 “I had to employ a very advanced, scientific approach to make the diagnosis…
  27. 27. Doogie Howser, MD Season 3, Episode 7 “I had to employ a very advanced, scientific approach to make the diagnosis… … I sat down on her bed and asked her about her family.”
  28. 28. @pujaparakh
  29. 29. @pujaparakh
  30. 30. @pujaparakh
  31. 31. @pujaparakh
  32. 32. http://www.softicons.com/toolbar-icons/vista-people-icons-by-icons-land@pujaparakh
  33. 33. Understand Define Combine all of our research and see where our users’ problems exist
  34. 34. Price transparency
  35. 35. Price transparency Friction Speed Affordable
  36. 36. Price transparency Friction Speed Affordable
  37. 37. Price transparency Friction Speed Next steps
  38. 38. This sucks.
  39. 39. This sucks. What can we do to make it easier for consumers to be happier with their experience? @pujaparakh
  40. 40. http://krakowerlaw.net/
  41. 41. What can lawyers do to make it easier for consumers to be happier with their experience? @pujaparakh
  42. 42. Busy Busy Not as busy
  43. 43. Call within 15 minutes Legal advice for 1 hour $99 flat fee
  44. 44. Would they do it?
  45. 45. Would they do it? Could
  46. 46. Would they do it? Could Yes!?! @pujaparakh
  47. 47. Reality of what our team looked like
  48. 48. Explore Ideate Generate a range of crazy, creative ideas
  49. 49. What can Avvo do to remove frustration and trigger excitement?
  50. 50. Explore Prototype Build real, tactile representations for a range of ideas
  51. 51. Super important to have outside team members to help with solutions, and always include your developers
  52. 52. “No business plan survives first contact with customers”
  53. 53. Materialize Test Return to users for feedback.
  54. 54. Developers UX Designers Prototypes3
  55. 55. For Consumers Get a call in 15 minutes Pay $39/15min No sales pitch
  56. 56. For Consumers For Lawyers Get a call in 15 minutes Pay $39/15min No sales pitch Respond to SMS within 15 min Give good advice
  57. 57. Cool story… But how did it turn out? @pujaparakh
  58. 58. “ With Avvo Advisor, I received a call back from an attorney within 15 minutes. He listened to my situation, offered some good advice and confirmed I was on the right track. Without this service I would have been waiting - and worrying - for over a week until I could see a lawyer in person. - Arnulfo E., Santa Barbara, CA @pujaparakh
  59. 59. Getting a lawyer can be a really scary process, it’s new for most of us. Anything we can do to be simpler, more accessible, and less scary is valuable.
  60. 60. Empathy is at the heart of design. Without the understanding of what others see, feel, and experience, design is a pointless task. @pujaparakh
  61. 61. Empathy is a strong driver for building truly useful products.
  62. 62. Thanks! @pujaparakh | http://puja.rocks

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