LZ Attorney assisted formation
PRODUCT DESIGN
the (aaf) initiative
LegalZoom’s product offering has historically been an e-commerce experience, lacking a proper web and mobile experience that provides ongoing in product value. In 2021, LegalZoom shifted its focus and began investing in building out the destination that enables an ongoing relationship with its customers post purchase. This post purchase (post login) experience has been dubbed “myLZ.”
Entrepreneurs come to myLZ when they are getting started, have questions, and want guidance through the process of launching, managing, and growing their business. Likewise, some LLC customers need additional guidance when starting their business. By forming their LLC through LegalZoom and purchasing an ‘Attorney Assistance Formation’ Package, customers get step by step attorney guidance when starting and growing their new business.
success metrics
The (FROM):
40% of small businesses are formed with the help of an attorney or accountant, historically of all LegalZoom customers who form their LLC with attorney assistance only 9% actually utilize their attorney services!
The entire experience is not user friendly. Information is buried and trying to locate and understand how to use the attorney scheduling features are daunting.
Even high intent customers who reach the attorney scheduling flow have to click through 10+ pages to schedule a single call, resulting in a high drop off rate and service cancelation within the first 30 days.
The post-purchase experience for customers is not intuitive and adds unnecessary friction to the customer journey.
The (TO):
Alongside launching the new “myLZ” experience which featured user-friendly guidance tasks to help customers kick-start their new LLC, we launched a new Attorney Assisted Formation Scheduler Task.
An entirely new in-product experience! Once opened from the myLZ guidance tasks, the drawer helps customers schedule an attorney consultation all in a single screen or just a single click!
what we learned
The MVP was highly successful:
Five times improvement in customers completing their first attorney consult
Five times improvement in customers completing a second attorney consult
A prescriptive, simple UI, guided attorney consult is what small business customers needed to confidently launch their business within the first 30 days and find value in the attorney assistance formation package they purchased.
What needed to come next:
In order for small business owners to continue their subscription to attorney services past 30 days, additional customer research and investment in building out the ‘First Time Use’ experience for these types of customers was vital for ongoing use.
PROJECT SCOPE
2021-2022
Lead designer for the initiative, working closely alongside the Product Manager to drive the project forward.
Driver of team brainstorm sessions, customer interviews through Respondent, and product research sessions for discovering what feature to build that the LZ customer was lacking.
Contributed to product roadmap, product team meetings and stakeholder presentations to continue driving the initiative forward.
Worked closely with Product Marketing Manager and Life Cycle Marketing Team to build email campaigns and integrate the initiative throughout the entire LZ experience.
Worked alongside developers to maintain quality control, contribute to the existing design system, and assure User Acceptance Testing was successful for the new experience.
Below is a collection of various snapshots from the initiative
