In a sector where tradition and complexity are often the norm, Rinci & Associates, a firm renowned for its personalised approach to legal and accounting services, decided to break the mould. Embarking on an ambitious project to redesign their digital presence, the firm sought to answer a critical question: What should an engaging and trustworthy online experience look like for legal clients?
A Context Demanding Change
The digital world has transformed how we interact with essential services. However, legal services often remain entangled in cumbersome processes that do not prioritise user experience. Rinci & Associates identified this disconnect as an opportunity. “Our goal was not just to modernise our platform but to change the client’s perception of legal services: from intimidating and opaque to accessible and clear,” states Laura Fernández, project manager.
The Project: Evidence-Based Design
To achieve this ambitious vision, the team adopted a user-centred approach, employing advanced UX and design methodologies.
- Role: Lead designer and UX researcher.
- Methods: Qualitative interviews, surveys, customer journey mapping, iterative prototyping, usability testing, UX writing, and collaborative workshops.
- Deliverables: Detailed personas, enriched journey maps, high-fidelity prototypes, and a robust design system.
“Research was the backbone of this project,” comments one of the firm’s partners. “We couldn’t redesign without first understanding what our users needed and expected.”
Key Findings: What We Learned from Users
Through a methodical approach, essential patterns were identified:
- Trust Is Fundamental: Clients seek reliable sources to make legal decisions. Transparency and clarity were essential in building that trust.
- Navigation Friction: Many users found legal information disorganised and difficult to locate.
- Value of Clarity: Simple, direct language exceeded clients’ expectations by making legal topics more accessible.
The Strategy: Designing to Solve Real Problems
Redefining Information Architecture – The team reorganised the content into a user-centric and clear structure:
- Simplified navigation with categories relevant to clients’ needs.
- Sections dedicated to FAQs, success stories, and downloadable guides.
- A legal glossary accessible to laypeople unfamiliar with legal jargon.
Continuous Iteration – The design evolved through iterative usability testing, ensuring that every element, from forms to navigation, was intuitive and functional. Users actively participated in test sessions, providing invaluable feedback that was incorporated into each iteration.
Education and Collaboration with Stakeholders – The team facilitated workshops to align all stakeholders with the UX vision, ensuring that key decisions were backed by data and a shared understanding of the goal.
Challenges Overcome
The project faced several barriers that tested the team’s creativity:
- Resource Constraints: Existing tools were optimised, and key deliverables prioritised to maximise impact.
- Innovation in Uncharted Territory: Being the first in the industry to adopt this UX approach meant learning on the go.
- Uncertain Monetisation Model: Designing a platform without a defined financial model required flexibility and adaptability.
Tangible Impact: Results That Speak
In less than a year, the platform redesign achieved impressive results:
- +60% increase in online enquiries: Users felt more comfortable searching for and requesting information.
- -35% reduction in average navigation time: The new structure allowed users to find what they needed more quickly.
- +50% increase in customer satisfaction: Positive feedback highlighted the clarity and accessibility of the information.
- User Testimonials: “I now clearly understand the steps I need to take to address my legal concerns. The platform is intuitive and straightforward,” shared a satisfied client.
Lessons for the Future
- Iteration Is Key: Each test and feedback loop led to significant improvements.
- Designing with Empathy: Deeply understanding user needs enabled highly relevant solutions.
- Internal Alignment: Involving stakeholders from the outset ensured commitment and project success.
Next Steps: Innovating with Purpose
The project’s success opens new opportunities for Rinci & Associates:
- Personalisation Tools: To anticipate clients’ needs.
- Expanded Reach: Advanced SEO strategies and interactive content.
- Continuous Education: Offering workshops and online educational resources to empower clients.
Conclusion
The redesign of Rinci & Associates’ platform not only enhanced their digital presence but also set a new standard for online legal services. This success story demonstrates that even in traditionally conservative sectors, a user-centred approach can transform the client experience and position businesses as leaders in innovation.