Using user research to identify improvements to legal services.

1. Hidden User Problems
How Empathy Makes Legal Services Easier
Puja Parakh | @pujaparakh | World Usability Day 2016
http://puja.rocks

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. How we used empathy in our
process to shape and
unexpectedly discover a
whole new industry in legal…
@pujaparakh | #pswud2016

4. How many people
have hired a lawyer
before?
@pujaparakh | #pswud2016

5. How many of you have
asked a friend/family
for a lawyer rec?
@pujaparakh | #pswud2016

6. 38%
of people use the Internet to find a lawyer.
(FindLaw U.S. Consumer Legal Needs Survey 2014)

7. 96%
of people seeking legal advice use a search engine.
(Google Consumer Survey, Nov 2013)

10. 10+ million free legal questions and answers.

12. Source: https://data.cambridgema.gov/

13. Average # of questions per user: 1.4
Immigration questions per user: 3.8

14. 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

15. I have a weird case of identify theft,
and I am at my wits end dealing with
it! What should I do?

16. Why?

17. @pujaparakh | #pswud2016

18. @pujaparakh | #pswud2016

19. @pujaparakh | #pswud2016

20. @pujaparakh | #pswud2016

21. http://www.softicons.com/toolbar-icons/vista-people-icons-by-icons-land@pujaparakh | #pswud2016

23. Price transparency

24. Price transparency
Friction
Speed
Affordable

25. Price transparency
Friction
Speed
Affordable

26. Price transparency
Friction
Speed
Next steps

27. This sucks.

28. This sucks.
What can we do to make it easier for
consumers to be happier with their
experience?
@pujaparakh | #pswud2016

29. http://www.menshealth.com/sites/menshealth.com/

30. What can lawyers do to make it easier
for consumers to be happier with their
experience?
@pujaparakh | #pswud2016

31. Busy Busy
Not as busy

33. Call within 15 minutes
Legal advice for 1 hour
$99 flat fee

34. Would they do it?

36. Would they do it?
Could

37. Would they do it?
Could
Yes!?!
@pujaparakh | #pswud2016

44. “No business plan
survives first contact
with customers”

45. Developers
UX Designers
Prototypes3

49. For Consumers
Get a call in 15 minutes
Pay $39/15min
No sales pitch

50. 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

51. Cool story…
But how did it turn out?
@pujaparakh | #pswud2016

52. “
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

53. 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.

54. Empathy can be
a strong driver
for building truly
useful products.

55. Thanks!
@pujaparakh | http://puja.rocks