Background
Daisy Doardo is a Personal branding expert for lawyers
She helps them to attract new clients, partners, team members; basically the right people to their law firm. She shows her clients how to build their personal brand in an authentic, simple and effective way. Her website is one of her channels to reach her clients and introduce them with her services.
Mission
Informing people about the importance of personal branding Giving insides about the services. Being sure that people can reach her. To bring more credibility
Services
1;1 training
Social media management
Partical personal branding presentation
Brief
Building a brand from the ground up based on user insights. Help Daisy to tell her story through design and create an easy to use, quick and effective product.
Stakeholder Interview
Daisy’s mail 2022 website analytics
In our meeting with Daisy, we also evaluated the analysis of the website that is currently in use.
The aim was to see if we can attract enough attention to the places we want it to be used and understand if the current design worked in the past or not.
Who would and who would not use your product? Who would use my product:
Lawyers (mainly legal entrepreneurs and legal consultants). Predominantly based in the UK, though also USA, Australia and Canada. They will be modern in their approach to business and open to embracing an innovative marketing concept (personal branding).
Who would benefit from your product the most and least?
The most – law firm founders and senior partners who are new to Linkedin. Perhaps they have created a profile, but they haven’t done it very well and they don’t know how to use the platform properly. They don’t know what to post or how to get results from it. But they are open to learning as they see others have success.
Emotional expectations as a result of use?
They want to feel confident and excited about using Linkedin. Feel connected with other legal professionals with a strong and secure network.
Your brand Values with max 4 words?
Purposeful Fun
Growth Community
Brand Manifesto?
I help lawyers to create opportunities and drive law firm growth with purpose-powered personal branding.
Your personal brand:
IS Authentic / Open / Creative / Helpful / Fun / Simple
IS NOT Formal /Complicated /Stuffy /Traditional
Market Research
I carried out initial research to understand lawyers need and market opportunities before redesigning the product :
https://skepsislegal.com
https://tend.legal
https://www.kimarnold.co.uk
https://www.maryhendersoncoaching.com
https://jbhpersonalbranding.com
https://www.edmyst.com
https://www.coachhub.com
https://www.clio.com/uk/
Since it is difficult to find branding websites that focuses specifically on legal design, I have mostly search the pages that provide services on personal branding and other legal matters.
Usability Testing on Current Product
Key findings
Visual Problems
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Users did not navigate intuitively
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Users were confused about the service, asked questions
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They couldn’t decide from where to start reading
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Users had to read a lot of information
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Wrong placement and layout
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Hard to read and follow / not legible
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Extensive use of emojis and too many bullet points
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Sparkling and decorative motifs
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Online photos
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A lot of buttons that open to the same page
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Fast moving testimonial
Content related Problems
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Not enough information has been provided about the value of the services
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The pages repeating same information
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There is an additional page for events, and there were similar shares also on the resources page
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In Resources page, texts under the videos shows similarities and take up a lot of space
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Important articles in the Resources section are left too far down and do not attract enough attention
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It is hard to pay attention to the Instagram shares Daisy actively uses instagram
How the brand looked like
Before the Rebranding
Questions to the Target Audience
Do you think having an online identity is important for your job and why?
If you were planing to get help, which servcide would you search for?
Which social media platform do you think is the right one for your business?
Would you just trust a deisgner to creat your personal brand ?
Or would you expect that person to have more knowledge on your occupation? What stage do you think you are at in your job?
At what stage do you think you should start considering personal branding?
If you get personal branding service, what would be the reason for this?
Your experiences and opinions on this topic so far?
If you were to receive this service, what would be your biggest concern ?
Findings:
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Everyone thinks it is important to have an online identity
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In Order : Reaching more clients > Making an impact and professionalism > increasing the engagement > credibility > Increasing the salary.
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Courses, consultancy or a designer. "Finding a designer is more convenient and time saving."
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1. Linkedin = Instagram , 2. Twitter, 3. Facebook, 4. Youtube
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They are not sure about trusting a designer to create their brand even if the designer has enough knowledge on the job.
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They are currently in the Development and growth phase and they think that these services should be taken into account at these stages.
User Research Affinity
Mapping & Key Findings
Experiences
Word of mouth marketing works for majority. They need references to trust lawyers Social media seems risky for some
Motivations
Networking, Being different and strand out High value content, Being more collaborative, Informing and inspiring people, Sense of community
Feelings
Anxious, Overwhelmed, Frustrated Hopeful Relieved Exited
It is an unfamiliar service for the target audience, and they had difficulty understanding what exactly offered and how it will be useful to them.
It is not easy to convince Lawyers to get these services. They are looking for references, researches and service related feedbacks.
They read and write quite often for their own job.
They don’t like word crowds. they’re looking for reliable information.
Look into problem area
User Pain Points
1
Needs
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Having a professional impression shows that you believe what you do
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Reaching new clients
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Reliability
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Authenticity
2
Worries
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Budget
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Time
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Consistency
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Priorities
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The risk of losing current clients
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Giving wrong messages
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Being selective about information
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Lack of reliability: Distrust of social media in legal matters
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Digital is fast moving world
What We Need?
3
Strengths, Opportunity
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Her knowledge and experiences
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Positive feedbacks
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Accessibility
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Informing and convincing page
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Simple and easy to use website
4
Weakness, Threat
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It’s an unfamiliar service for lawyers
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The number of people who are conscious about the importance of these services is so less
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They keep online research in the second place
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They think they don’t need
Persona 1
EMMA
Graduate lawyer : age 27, London
Behaviour
She wants to make a strong start to her career, but she doesn’t have enough experience. She plans to make a difference and stand out with a professional image and with her successes in her education life. Someone who has strong ideas about her own sector and does not hesitate to share them. She is smart and likes to act stragically.MotivationShe wants to prove that she knows her job and is /will be the best at it. Increasing the engagement and gaining credibility is important to her.Pain pointsInexperienced. She is afraid of making the wrong posts and leaving the wrong impression: afraid of not being able to express herself correctly and drawing a bad profile. She also has a limited budget for branding.
Motivation
She wants to prove that she knows her job and is /will be the best at it. Increasing the engagement and gaining credibility is important to her.
Pain points
Inexperienced. She is afraid of making the wrong posts and leaving the wrong impression: afraid of not being able to express herself correctly and drawing a bad profile. She also has a limited budget for branding.
Persona 2
STEVE
Lawyer : age 37, London
Behaviour
He started his career early and worked in many law firm, fully experienced. He works so hard to rise in his career to work in better conditions and to be able to work alone.Also he has this idea of opening his own company. He hopes his current and future clients and connections to follow him and be involve. He uses social media regularly and constantly promotes himself, his achievements, his projects. He also share his opinions about his work society with his colleagues.
Motivation
He wants to be recognised in Law society and make an Impact in his clients’ lives.He wants to build trust, be more successful and be paid more.
Pain points
He does not know much about branding and what exactly he needs to reach his goals.
He doesn’t want to lose his current clients. Also time is always an issue for him.
User Journey
“I would like to know more about personal branding.”
“I would like to contact daisy or book an appointment.”
“I would like to know more about Daisy, since my colleague suggested her.”
“I would like to know if this service will be suitable and useful for me.”
“I would like to read the comments of people who have received this service.”
“I would like to see some examples of Daisy’s work.”
Ideation
Gain reliability:
New features:
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Design adjustments
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Real photos of her and her job for gaining lawyers trust
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Graphs, statistics, research articles
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More insight about the service
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Clear communication / Suitable tone of voice
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Her name can be the brand name since it is a part of her personal brand
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The first impression is important to understand what service is provided
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“ Meet daisy" page, her cv, past achievements
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Book a meeting (Calendly https://calendly.com or another booking option ). Help them pick a day to contact.
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Research and analytics. They will have more understanding on the importance of personal branding and their community. They need to be informed and convinced.
What would success look like, in terms of the business goals we’d be able to accomplish?
What are the obstacles and roadblocks to completing these tasks?
Creating an easy-to-use product. Informing them customer/ clients about the services in a fastest and most reliable way possible. In addition, to bring customers together with the person who will help them with the services.
Gaining trust
Providing enough information
Her Cv what makes her different
Wireframes
Initial ideas were sketched out, this allowed rapid exploration of ideas.
Once a suitable approach was identified,
a potential user flow was mapped out
Experience map
& Planning
Musts:
Services Contact
Testimonials
Wants:
Resources Events
Articles
Extras:
Case studies
Clients she worked with
Instagram examples upporting research / Info
Wireframes
Started by sketching on paper - initial ideas of the page flow. Once a suitable approach was found these were translated tp mid-fidelity prototype some level of testing was carried out all stages of developmen.
Finally the prototype was converted to a high fidelity prototype
Usability Testing
The prototype was tested with 8 participants, observing how they would complete the task ‘get 1:1 training service’ and the conclusion was:
Some people preferred to scan the all landing page first and clicked on Meet Daisy button, then they found a way to contact her. Others directly went to top menu and found the services section and followed the steps in order.
Usability Testing
A clickable prototype was created that could be tested with users either remotely or in a workshop session.
Each user was asked to complete a task that reflected what Daisy would be trying to achieve.
User interaction with the prototype was observed and these observations were used to inform any design changes during iteration.
Patterns - insight
• Page flow went like it planned
• Users looked into “service and contacts” first
• There were some who scan the whole page first
• The short cut menu was used
• There were too many pictures in the first design
• Contact button can change as schedule a meeting
• Work on the contrast of colours
• Privacy go back button
• Clicked on pictures, they should open the links
• Users found the page very easy to use
Thank you!
Do not forget to watch the videos :)