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Hidden User Problems: How empathy makes legal services easier

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Using user research to identify improvements to legal services.

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Hidden User Problems: How empathy makes legal services easier

  1. 1. Hidden User Problems How Empathy Makes Legal Services Easier Puja Parakh | @pujaparakh | World Usability Day 2016 http://puja.rocks
  2. 2. “Creating products customers love begins with discovering a product that is valuable, usable, and feasible. If you can’t do this, then it’s not worth building anything” - Marty Cagan
  3. 3. How we used empathy in our process to shape and unexpectedly discover a whole new industry in legal… @pujaparakh | #pswud2016
  4. 4. How many people have hired a lawyer before? @pujaparakh | #pswud2016
  5. 5. How many of you have asked a friend/family for a lawyer rec? @pujaparakh | #pswud2016
  6. 6. 38% of people use the Internet to find a lawyer. (FindLaw U.S. Consumer Legal Needs Survey 2014)
  7. 7. 96% of people seeking legal advice use a search engine. (Google Consumer Survey, Nov 2013)
  8. 8. 10+ million free legal questions and answers.
  9. 9. Source: https://data.cambridgema.gov/
  10. 10. Average # of questions per user: 1.4 Immigration questions per user: 3.8
  11. 11. 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 | #pswud2016
  12. 12. I have a weird case of identify theft, and I am at my wits end dealing with it! What should I do?
  13. 13. Why?
  14. 14. @pujaparakh | #pswud2016
  15. 15. @pujaparakh | #pswud2016
  16. 16. @pujaparakh | #pswud2016
  17. 17. @pujaparakh | #pswud2016
  18. 18. http://www.softicons.com/toolbar-icons/vista-people-icons-by-icons-land@pujaparakh | #pswud2016
  19. 19. Price transparency
  20. 20. Price transparency Friction Speed Affordable
  21. 21. Price transparency Friction Speed Affordable
  22. 22. Price transparency Friction Speed Next steps
  23. 23. This sucks.
  24. 24. This sucks. What can we do to make it easier for consumers to be happier with their experience? @pujaparakh | #pswud2016
  25. 25. http://www.menshealth.com/sites/menshealth.com/
  26. 26. What can lawyers do to make it easier for consumers to be happier with their experience? @pujaparakh | #pswud2016
  27. 27. Busy Busy Not as busy
  28. 28. Call within 15 minutes Legal advice for 1 hour $99 flat fee
  29. 29. Would they do it?
  30. 30. Would they do it? Could
  31. 31. Would they do it? Could Yes!?! @pujaparakh | #pswud2016
  32. 32. “No business plan survives first contact with customers”
  33. 33. Developers UX Designers Prototypes3
  34. 34. For Consumers Get a call in 15 minutes Pay $39/15min No sales pitch
  35. 35. 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
  36. 36. Cool story… But how did it turn out? @pujaparakh | #pswud2016
  37. 37. “ 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 | #pswud2016
  38. 38. 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 useful.
  39. 39. Empathy can be a strong driver for building truly useful products.
  40. 40. Thanks! @pujaparakh | http://puja.rocks

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