Next generation legal solutions
Conceiving and prototyping two next-generation UX concepts for LegalZoom's evolution from transactional provider to ongoing legal partner.
The Challenge
LegalZoom was evolving its offering from one-time legal transactions to ongoing partnerships with customers. The company asked Interactivism to develop concepts for a user experience that resonated with both traditional self-guided customers and a new, more collaborative segment of users who expected a more consultative relationship.
Discovery and Definition
The engagement began with an immersion phase: stakeholder interviews, review of existing user and market research, and a Creative Blueprint exercise to align on business objectives, competitive positioning, and target audience. From there, we developed three personas with empathy maps and conducted customer journey mapping, synthesizing our findings into a Point-of-View document that framed the core problem statement.
Proto personas
Two Conceptual Solutions
With the problem clearly defined, we explored UX and IA concepts, developed UI directions, built prototypes, and tested each concept with five to seven respondents.
Concept A introduced a multi-dimensional, task-oriented information architecture — designed for users who know what they need and want to move quickly through a structured path.
Concept B adopted a topic-based architecture with a strong search-first approach, making it easier for less experienced users to explore their options. This concept also featured a Document Finder with faceted filtering for self-guided users, and a conversational UI designed to serve the new collaborative customer segment.
Both concepts were validated through user testing and handed off to the LegalZoom product team with full prototypes and a synthesized research readout.