SKS Law
A new law firm needs more than a logo; it needs an identity that builds trust and stands out in a crowded market. SKS Law, a start-up firm in Austin, had a vision for their practice, but needed a brand strategy and a digital presence to match. I took on the challenge of shaping their identity from the ground up, blending deep market research with a user-centered approach to create a brand that would resonate with their clients and drive growth.
Role
Primary UX/UI Designer & Researcher, low-code designer
Tools
Figma, Photoshop, Adobe CC, Webflow
Skills
Wireframing, Prototyping, User Research, Strategy & Discovery, Web Design
Year
2025
Results and Testimonials
200
%
Increase in User Efficiency
Users are navigating and completing tasks 2x more effectively after redesign.
The new website feels really nice and clean.
Cody
The (new) website feels much quicker to the point...
Ryan
Before & After
Click the pink 'Before' button or slide the slider right to see the 'Before' image. Click the pink 'After' button or slide the slider left to see the 'After' image.
Before
After
Project Overview
Supporting Growth in a Redesign
Objective
Develop a modern and user-friendly website and brand identity for SKS Law that would attract new clients, reflect the firm's professionalism, and empower the owner to easily manage content updates
Challenge
SKS Law, operated by a single individual, faces the challenge of limited time and resources to establish a strong brand identity and develop an effective website presence.
Defining the Problem
User Frustration: Finding Information & Legal Experts
Problem # 1
The current website does not provide easy access to the information users need.
Problem # 2
Users struggle to find local attorneys with the specific expertise they need.
Discover
User Frustration: Finding Information & Legal Experts
Usability Tests
Before redesigning the website, I conducted a usability test from the target demographic (individuals in their 30s with disposable income likely to seek real estate legal counsel) to assess its current effectiveness.
3 Users
Cody
Desiree
Ryan
Contextual Interviews
To gather rich qualitative data, open-ended interviews were conducted with 4 individuals who frequently work closely with real estate attorneys in a professional capacity.
4 Participants
Brandon
Loan Officer
Ryan
Realtor
David
Investor
Lynn
House Flipper
Key Takeaways
1.
The usability tests revealed that participants could not find the location of SKS Law's practice.
2.
Users prefer local attorneys who deeply understand the community.
3.
Users want an expert in their field when looking for an attorney.
4.
Users voiced frustration with current website due of extensive "text walls" and legal jargon.
5.
Participants need to be able to contact an attorney quickly.
6.
Every participant expressed the need for verified user reviews.
Google Analytics
Analytics reveal that nearly half of all users bounce within a minute, accessing the site on both desktop and mobile, suggesting potential issues with content relevance or site navigation.
45
seconds
Average engagement time per active user
42.5
%
Homepage bounce rate, which is the highest rate on the site.
User Devices
Desktop
58.3%
Mobile
40.4%
Tablet
1.3%
Ideation
Creating a Better User Experience
User research and analytics served as the basis for a robust ideation process. We focused on creating a scannable landing page through the use of clear visuals.
How might we... solve our problems?
Problem # 1
The current website does not provide easy access to the information users need.
Attempted Solutions
How might we simplify the website's design to reduce cognitive load and improve usability?
Use clear and concise labels
Straightforward content
Develop easy-to-use CMS for owner
Precise information hierarchy
Use plain language
Improved information architecture
Problem # 2
Users struggle to find local attorneys with the specific expertise they need.
Attempted Solutions
How might we reduce the friction involved in finding and contacting a qualified attorney?
Client testimonials and reviews
Detailed expertise and experience
Prominent display of location information
Educational resources
Click-to-call functionality
User Persona
Meet Michael, a busy real estate investor, husband, and father of two. He needs a reliable "go-to" attorney for quick, sound legal advice on time-sensitive investment opportunities.
User Flow
What journey will provide the most value to users who find us through organic search?
Site Map
Optimizing the user flows by streamlining the navigation process.
Sketches
The goal of the new homepage was to present a wealth of information effectively without overwhelming the user.
Solution
Simplifying the Search for Legal Information
Users gained quick and direct access to the information they needed, resulting in a streamlined and simplified experience.
Landing page
Designed to be both responsive and informative.
User Education
Teaching users what to expect during a case while demonstrating expertise.
Content Strategy
Empowering the owner by building CMS templates
Reflection
What Have I Learned?
Stakeholder Alignment
I learned the importance of proactive communication and alignment with stakeholders throughout the design process to avoid delays in final approvals. The project timeline has been extended due to delays in securing final design approval, highlighting the need for a more streamlined approval process in future projects.
Perception is Reality
A law firm's reputation is as important as its legal expertise. Clients' perceptions shape their overall experience and satisfaction.
Next Steps
Be Proactive and Keep Learning
1.
Launching the redesigned website (pending stakeholder sign-off).
2.
Leverage Google Analytics to track key metrics and evaluate the redesign's impact on user engagement and conversions.
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Designed and Developed by Justin Guess Copyright © 2025
