Competitive Market Research and Analysis Serving as a UX Strategy Toolkit
Overview/Problem
As our team began the journey of re-branding and website creation for Reed Leeper, P.C., a Marietta, Georgia based law firm, it was important to have a solid foundation of background information guiding us through this project. 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.
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
Lean Canvas
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.
Personas
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.
Competitor Research & Analysis
Implementing information we gathered through conducting market research on the firm’s competitors and pinpointing features we could implement to create a more user-centric website design, we concentrated rapid prototyping, executed on Figma. Using our prototype, we met with our clients to review implemented features and gained feedback from them as well as conducted brief user testing sessions to gain insights and feedback.
User-Testing Sessions
“UX Strategy, Second Edition” by Jamie Levy - Personas Template
Reed Leeper, P.C. Figma Prototype
We began by creating several 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 from which we selected five individuals to participate in our user-testing sessions. All participants validated our hypotheses and provided invaluable insights on formatting and simplicity which would be on the forefront of our minds as we developed the firm’s new website.
“UX Strategy, Second Edition” by Jamie Levy - User-Testing Template
Conclusion
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.
“UX Strategy, Second Edition” by Jamie Levy - Lean Canvas Template
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 as well as aiding us in formulating key website components we wanted to integrate as we developed the new Reed Leeper, P.C. website. We categorized competitors by distance and law practice areas, identifying both direct and indirect competitors. An overall analysis highlighted commendable aspects such as showcasing Google Reviews, client testimonials and relevant imagery as well as flaws such as information overload, confusing legal terminology and broken links/outdated information. Using our findings we recognized key features we would work to integrate to provide a seamless user experience for our customer’s clients.
Law Firm Competitive Analysis Brief