Survey - quantitative evidence
The core friction wasn't price - it was clarity and confidence. Users needed a clearer, guided explanation of how the platform works and how it could help them specifically.
Ask A Lawyer - How It Works
Making the next step clear to improve conversion
A redesign focused on helping users understand what happens after they start a conversation, reducing uncertainty and improving conversion.
Role
UX & UI Designer
Platform
Mobile
Outcome
Conversion increased from 7% -> 18.1%, while drop-offs reduced by 20%, based on 208,200 monthly visits.
Timeline
1 month
Website Traffic and Conversion Rate Insights
Landing page attracted 208,200 visitors in November 2023, averaging over 200,000 monthly visits.
The conversion rate during this period remained at 7%, equating to around 14,574 users completing their desired actions.
What Users Told Us
What We Knew
- Over 208,000 monthly visitors
- A steady 7% conversion rate, but no improvement
- A previous 3-step flow experiment did not drive results
What We Didn't Know
- Why were users dropping off?
- Which part of the journey felt confusing or unclear?
- Were we asking the right questions for new visitors?
What We Did
- To bridge the gap, we added on-site micro-surveys to hear directly from users at the moment of confusion.
What Users Told Us
We combined quantitative survey responses with user interviews to understand where confidence and clarity were breaking down.
Interviews - qualitative evidence
Understanding the Platform
- "I saw the chat box, but didn't know what kind of answer I'd get back."
- "Do I get an actual legal opinion or just general info?"
- "It looked like a chatbot - wasn't sure if it connects to a real lawyer after."
Legal Scope & Fit
- "Wasn't sure if my problem even fits here - what kind of law do they cover?"
- "Liked seeing 'family lawyer' but didn't know if they could help with my exact issue."
- "I didn't see any categories like immigration, tenant rights, or family law."
Trust & Legitimacy
- "Good that they say they verified lawyers, but I still wanted to see a lawyer bio or some success stories."
- "Who is Pearl Wilson? Is she a bot or a real paralegal?"
- "There were no success stories or sample answers to know what I'm paying for."
User Personas
After analysing survey responses and user interviews, we identified 3 key user segments. I created these personas to represent their lifestyle, needs and pain points.
Competitor Analysis
We reviewed how leading platforms explain their services, build trust, and guide users through the experience to identify patterns, gaps, and opportunities for Ask A Lawyer.
Turning Insight Into Action
After analysing the survey findings and discussing them with the team, we decided to test three approaches for explaining the experience: a static guide, a GIF, and a short-form video. We aligned with product, UX, and engineering to balance user clarity, implementation feasibility, performance, and cognitive load, then created initial sketches for all three directions.
Design Exploration
We explored 50+ ideas across static and GIF formats, testing different ways to make the experience clearer, more engaging, and easier to understand before narrowing down the strongest directions.
Preparing for
With the three directions ready, we prepared an unmoderated user test to understand which approach communicated the experience most clearly and confidently to users.
Test Setup
- Unmoderated testing through UserTesting.com
- 3 variations tested: Static, Animated, and Video
- 20 participants
- Target audience: Users aged 30-55, including first-time and returning users
What We Wanted to Learn
- Which version was easiest to understand?
- Which approach helped users navigate the journey with more confidence?
- What created confusion, friction, or hesitation?
- Which format best explained how the service works?
Results from User Testing
We tested all three directions with real users to understand which format communicated the experience most clearly, confidently, and effectively.
Static Version - 52% preferred
The static version performed best overall. Users found it clear, direct, and easy to understand, making it the most effective format for communicating the value proposition quickly.
GIF Version - 33% preferred
The GIF created strong engagement, particularly among users aged 25-30 who enjoyed the visual flow and pacing. However, some users found it slightly distracting or less informative.
Video Version - 15% preferred
The video resonated more with users aged 60 and above who appreciated the detailed explanation. However, most users found it too long and were less likely to watch it through.
Final Design Testing
After identifying the strongest direction, we refined the design based on user feedback and tested the final experience in a real-world setting to validate the improvements.
Incremental Changes
- Refined the experience based on feedback from UserTesting.com.
- Removed unnecessary visual elements to make the experience cleaner and easier to scan.
- Simplified the "How It Works" section without changing its core content.
Real User Validation
- The static version emerged as the strongest direction during initial testing.
- We then compared the static and animated versions through A/B testing.
- The goal was to understand how both versions performed in a real-world environment.
Outcome & Success Metrics
After identifying the strongest direction through user testing, we validated the final experience in a real-world A/B test to measure its impact on conversion and determine which direction should move forward.
We compared the original experience with static and animated versions to understand which direction had the strongest impact on conversion.
| Version | Conversion Rate | Change vs. 7% Baseline |
|---|---|---|
| Original | 7.0% | - |
| Animated | 8.2% | +1.2 pp |
| Static | 18.1% | +11.1 pp |
Real-world A/B testing was conducted across approximately 8,000 users over one week.
Static version - 18.1% conversion
The static version significantly outperformed the original experience, increasing conversion from 7% to 18.1%. Its clear, direct, and fast-loading experience made the value proposition easier to understand and act on.
Animated version - 8.2% conversion
The animated version showed some improvement over the baseline and generated stronger engagement among younger users, but it did not translate into a comparable conversion increase.
Key Insight
+158.6%
relative conversion uplift
The simplest direction performed the best.
The static experience delivered a 158.6% relative increase in conversion compared with the original 7% baseline, while the animated version delivered only a modest improvement.
Static became the default experience.
Based on the testing results, we moved forward with the static version as the primary experience. The animated direction remained available for context-specific use cases such as social or educational content.