The aim of Anü is to connect the startup grid with high-quality attorneys using our savvy artificial intelligence. Anü's AI is used to vet and match start-ups with high-quality professionals that align with your business goals.Anü’s talented selection of law firms have given over 250 startups the tools they need to transform the seeds of entrepreneurial ideas into full-grown businesses that are built to last.
Anü Formerly known as Lex graft wasn't able to connect their customers effectively with the professional. The message, the content and the details they had wasn't effective enough to convert a customer as a client for their lawyer. New users and potential stakeholders experience difficulties learning about the company's service, pricing, and goals.
They also wanted to re-brand Lex Graft as Anu and wanted to have an open ended design experience for their upcoming ventures.
We followed a simple Design Thinking Process which emphasizes on understanding user needs, evaluating them, mapping design solutions, validating the designs by conducting usability tests and integrating the feedback. Key learning points from each phase were used in the next phase to make better design decisions. The design and testing phases are in a loop to justify the user centric design process.
Conducting user research to understand user needs, behaviors and common practices.
The main user group were the Startup founders or Employees, who are looking for some legal help.We conducted semi-structured interviews with both founders and 4 users in need of legal services in order to dive deeper into the problem users encountered when using the site and getting connected with their match.
We were able to identify the following pain points:
- The Purpose for the service was unclear, and hard for the user to decide how to maneuver through the site
- Some users complete the entire process online, while others typically conduct online research first, before going through the matchmaking process
.- Users need a more direct approach to understanding the why they would take the service
- Site was not appealing, creating doubt in standard of service
Defining user and business goals
Considering only the user needs is not enough. The design should be at the intersection of user and business goals. The activities carried out above helped us to determine user needs and pain points where as the interview with the client helped us to write the business goals. Writing down business goals helps with design decisions and also lays a foundation for prospective future work.
How can we Rebrand the business to facilitate users with the required information and encourage them to take the services?
Conducting Brainstroming session and heuristic evaluation
An Ideation session/heuristic evaluation is a usability inspection method that helps to identify usability problems in interface design. It involves examining the interface and judging its compliance with recognized usability principles.Principles used to evaluate are visibility of content, consistency, feedback for actions, using real world conventions, logical information hierarchy, error prevention and handling and ease of use.
Major Problem areas:
- Inconsistency in layout and hierarchy
- Unclear Content
- Poor Design
- Website flow
- Confusing matchmaking porcess
- Messy process indicator to retain user conversion
Heuristics evaluation helped us to be sure about our findings from the research. We started with Information Architecture of the website.
Information Architecture
We created a structural design of the website to organize its flow. Doing information Architecture helped us to figure out the complex set of information and where it can be placed to be easily navigated.
Low-Fidelity Prototypes
We created Low Fi prototypes to depict the concepts and create design alternatives and website flow. Creating low fidelity protypes gave us an idea of how the website flow would looking and if we are covering all required content or not.
Color Palette
After creating the low fidelity prototype and getting the flow aproved from the CEO we went ahead and started working on our website color palette.
High-Fidelity Prototypes
Conducted Usability Testing with the same users we conducted our interviews with.
Results:
- They Apreciated the changed design.
- They found navigating through the website easy
- The change in content and the task which were needed to be done was clear
- With this change they were more willing to continue with the what Anü was providing.
The new website has been recently launched and we are looking forward for more indepth results.
Website Link:- https://goanu.co/