Lawyers.com - Iterative Research & Design

Lawyers.com - UX Program Direction, Creative Design, Market and User Research, UX Strategic Leadership, Consumer Facing Video Creation

Creative Design program leadership ux strategy ux tactical

Lawyers.com Consumer Facing Video (About Lawyers.com)

LexisNexis | Martindale-Hubbell's flagship online legal services website, Lawyers.com, offers a community for legal information and a directory of over one million legal professionals.

This site received traffic of nearly 4 Million unique visitors per month who are primarily in search of the best lawyer for their legal need or seeking information related to a legal issue. With the underlying goals of assisting users with accomplishing their tasks, reducing abandonment, and increasing both value and conversion rates (leads) for participating clients, we continuously focus on improving success of the site by enhancing the overall User Experience.

Over a 14 month period enhancements to interaction, creative design and information architecture of the entire site took place. These updates were continuously tested via ongoing, iterative product discovery testing, usability testing, and A/B and multivariate methods to ensure success.

We engaged in ongoing product discovery testing via prototype (minimal viable product or MVP) on a weekly basis either in person, in our on-site lab, or via remote testing means.

As part of the site's restructuring, we created a dynamic, participatory social community, increased value and usefulness of our services, enhanced discoverability of key functions and features, reduced bounce rates, increased conversion, lead-generation and user satisfaction and in turn, enhanced credibility of and loyalty to the Lawyers.com brand.

As the Director of User Experience & Strategy for this product, my accountabilities included:

- Define the overall User Experience, Creative Design and User Research program strategic goals, objectives, and related measures aimed at maximizing visitation and lead conversion across online, mobile and social media channels.
- Direct market and competitive trend analysis and related UX/UI response strategies.
- Identify untapped opportunities for user-value within products and services.
- Lead all UX, User Research and Creative team activities, and third party vendor interactions
- Serve as executive chair for all UX, UCD, digital interactive, visual design and user research across the organization .
- Manage a full scale, on-site usability lab with >400 individual participants coming through the lab each year.
- Develop ongoing, iterative product discovery and usability testing regiments employing quantitative and qualitative methods encompassing product discovery, usability testing, multivariate and A/B testing, market surveys, consumer NPS, focus groups, cognitive walk-throughs, heuristic evaluations, card-sorting, and ethnographic research interactions.

Some examples of the dramatic improvements we have achieved are depicted below along with related Lawyers.com products and services:

Home Page Evolution