New Law


The client

The New Law Institute is an online law school focused in subjects such as technology, market and innovation. Today the School has a website as its main platform and wants to improve the experience of students and new leads, especially on the mobile interface.

The challenge

Propose solutions for the website mobile version with the goal of increasing the capture of leads and sales of graduate courses.

The outcome

Website mobile version designed get more leads and better presentation for the products, courses and school values. Another gain was the built authority and trust about the school.

Length of the project

1 week (Fictional app)

Role

Lead UX Designer (research, writing and interface design)

Tools used

Figma, Affinity designer

Skills developed

User research, UX writing, Prototyping, Wireframing, Marketing


Context




Products

  • Current website is not responsible, even with the major access happening in mobile;

  • Institute wants to increase sales but doesn’t even show all their products on the website.

Based on the website already consolidated in desktop version and on a pdf material available on the page, it was possible to explore the products offered by the school.

  • online Postgraduate courses

  • short courses (postgraduate modules)

  • face-to-face meetings

  • immersion experiences in knowledge centers outside the country

Current site map analysis

Competitive analysis

Mobile version - sales and lead capture

Online graduate model seems to have arrived in Brazil, but renowned institutions in education here still seem to be lagging behind the digital experience on their platforms, especially thinking about sales and lead capture on their websites.

Analyzed Mobile versions: Coursera, FGV and MBA USP Esalq.

Law professionals - demographics

  • According to the survey in the Projuris Census (2020), legal professionals are quite adept at technology on a daily basis but also for professional purposes.

  • LinkedIn is the most used social network for professional purposes (attracting clients, advertising work).

  • Among the most used applications are social networks, news and document management. WhatsApp is used by over 90% of lawyers professionally. Legal software is also relevant: 48.9% use this tool to streamline day-to-day processes.

  • Research population is adept at reading: 66% of respondents read from 2 to 10 books and 14.1% read from 10 to 30 books in 2019.

  • Improvement: “Studying more” is the most acclaimed professional goal for 2020.

  • Source: ProJuris https://www.projuris.com.br/censo-juridico/

Jobs-to-be-done

When I look for an online course I want to make sure it's good, so that I can be a reference in the area of Law.

Functional Criteria (objective)

  • It has to fit my budget

Emotional (social) criteria

  • I will be able to assist other people in this matter

Emotional Criteria (personal)

  • I need to feel confident about the course: reviews or referrals from friends

  • I need to know the topics that will be covered

  • I need to know if the quality of the classes is good

Suggested features for selling courses

  • Explain the course directly on the course page: better than downloading a guide;

  • Show the nanodegree product (course in modules);

  • Show more features and differentials of the course such as quiz, support material, forum, course evolution dashboard, etc.

Proposed site map

Wireframes - medium fidelity

Results