UX Strategy Toolkit

Project Overview

This semester we began working with Reed Leeper, P.C., a Marietta, Georgia based law firm specializing in construction litigation, personal injury and real estate law.

Following exercises in the book, “UX Strategy, Second Edition” by Jamie Levy” we worked to identify the problem we were faced with, a solution, value proposition, personas, and conducted user testing of our initial prototype phase.

The Solution

We began with the creation of a Lean Canvas. Within this framework we identified problems, proposed viable solutions, crafted a compelling value proposition, and meticulously defined our target consumer base. This chapter laid the groundwork for the rest of our project.

With a robust foundation established, we marked the definition of our Initial Value Proposition.

“Reed Leeper P.C. is a law firm in Marietta, GA that is easy to find and retain as legal representation through their easy to understand and accessible website.”

Additionally, we created two personas representing our clients, potential clients. Through concise interviews, we discerned an alignment between our personas and project goals. Notably, individuals within the construction industry exhibited a unique relationship with legal services.

We continued into an in-depth exploration of our client’s competitors. Rigorous research into their websites, site traffic, and social media presence provided valuable insights. This also involved categorizing competitors by distance and law practice areas, identifying both direct and indirect competitors. An overall analysis highlighted commendable aspects and areas for improvement on their platforms, informing our strategic design decisions moving forward.

We then shifted our focus to detailing key features and creating a storyboard to map the user journey through our website and concentrated on the rapid prototyping phase, executed on Figma. This involved the integration of key features and the inclusion of essential information and pages intended for the actual website. The prototyping phase played a crucial role in visualizing and refining the user interface.

Results

The Problem

Embarking on the journey of website creation without a solid foundation of background information is not advisable. To initiate a project of this nature, it is crucial to first delve into the identification of our client’s, potential clients and their specific needs. Conducting thorough research on our client’s competitors and strategically prototyping our future website stood as pivotal steps in laying the groundwork for the success of this project and our client’s vision for re-branding.

Our final step was to conduct user-testing involving the creation of hypotheses targeting our business model, value proposition, and three key features. We screened potential participants after sharing a Google Form on LinkedIn, Nextdoor, Facebook, and workplace platforms and gathered responses. Five individuals were selected for in-depth interviews, providing invaluable insights that validated our hypotheses and illuminated potential client engagement preferences.

In summary, this stage in re-design and development equipped us with a nuanced understanding of our client’s competitive landscape and user preferences in seeking legal representation. Through strategic planning, iterative prototyping, and user testing, we successfully translated our insights into a user-centric website for Reed Leeper, P.C., thereby enhancing the online presence and user experience of their law firm.

Utilizing valuable insights gained throughout this stage of our re-design, we will be implementing our knowledge of market competition, client market and user-testing into our next phase of web development.