RESPONSIVE WEB + ECOMMERCE

Avvo Legal Services

The first e-commerce platform for fixed-fee legal services

Avvo Legal Services - US Citizenship

There are over 1 million lawyers in the U.S., but that doesn't make it any easier to find one that fits your legal needs and your budget.

Avvo already offered several different options for getting legal help and connecting consumers with lawyers, but there was a big gap between the free but low-value Q&A section, and the high-cost high-value Find a Lawyer directory.

$71.5 million in funding was raised to build & launch an ecommerce platform, filling the product gap for both consumers and attorneys with fixed-fee legal services. Lawyers were highly motivated to work with us providing services on the storefront, so they could source new clients and maintain a steady stream of work.

Avvo Legal Services makes finding & hiring a local attorney more transparent, affordable and accessible, while helping lawyers bring in client work and establish their practice or fill billable hours.

Timeline: 2015-2016
Role: Design Lead

User profiles

Alex Awestruck wants a legal expert to be in charge. They are more trusting of people in general and more likely to spend money to resolve their legal needs. They don't know much about the nature of their legal issue, and view lawyers as experienced "saviors" who can wave a magic wand and resolve the situation.

Casey Control is more likely to take charge of their legal situation, research and price compare, then engage with a lawyer as a collaborator. They are distrusting of "experts" and prefer to share the workload strategically & oversee the attorney's work to make sure it's being done to their satisfaction.

Golden paths

Two main golden paths through the Avvo website and mobile app were defined, based on existing user behaviors by our target user types across the site. The first was a main storefront, highly visible on the Avvo homepage, with a preview of pricing visible.

The second path was a shortcut deeper into the sales funnel, directly linked from any participating lawyer's directory page. Inbound leads to attorneys were already coming in via the Find a Lawyer directory, so those pages were prime real estate to offer new fixed-fee legal services. Users in this flow would first find the attorney they wanted to work with, then select a service they offered at a pricepoint they were happy with, and complete the transaction in just a few clicks.

Avvo Homepage with Legal Services

Users clicked into the storefront to identify the product that matched their needs (area of law), then selected a product that fit their budget and how much help they wanted from a lawyer. Once they chose a product, they were shown a selection of local lawyers who partnered with Avvo to offer the service they had selected.

The second path was a shortcut deeper into the sales funnel, directly linked from any participating lawyer's directory page. Inbound leads to attorneys were already coming in via the Find a Lawyer directory, so those pages were prime real estate to offer new fixed-fee legal services. Users in this flow would first find the attorney they wanted to work with, then select a service they offered at a pricepoint they were happy with, and complete the transaction in just a few clicks.

The second path was a shortcut into the sales funnel from any participating lawyer's directory page. Inbound leads to attorneys were already coming in via the Find a Lawyer directory, so those pages were prime real estate to steer traffic into the storefront.

The second path was a shortcut deeper into the sales funnel, directly linked from any participating lawyer's directory page. Inbound leads to attorneys were already coming in via the Find a Lawyer directory, so those pages were prime real estate to offer new fixed-fee legal services. Users in this flow would first find the attorney they wanted to work with, then select a service they offered at a pricepoint they were happy with, and complete the transaction in just a few clicks.

Avvo Lawyer Profile with Legal Services

Users in this flow were already looking for an attorney, but might not be aware of the brand new Legal Services product.

We added a few service offerings to participating lawyer's profile pages, providing more information and options up front to reduce conversion friction. Users who found a lawyer offering a service that fit their needs could complete their transaction and send paperwork over in just a few clicks.

The second path was a shortcut deeper into the sales funnel, directly linked from any participating lawyer's directory page. Inbound leads to attorneys were already coming in via the Find a Lawyer directory, so those pages were prime real estate to offer new fixed-fee legal services. Users in this flow would first find the attorney they wanted to work with, then select a service they offered at a pricepoint they were happy with, and complete the transaction in just a few clicks.

Shopping legal services

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The type of legal situation someone finds themselves in also impacts how they approach resolving it. Different kinds of legal events are more complex than others, so some legal needs are more suitable for a fixed-fee approach.

With that in mind, we decided to focus on three areas of law:

  1. Family law (no-contest divorce, prenutial agreements, parenting plans)
  2. Immigration law (green cards, U.S. citizenship)
  3. Business law (starting an LLC or S-Corp, operating agreements)

The storefront itself went through several build-test-iterate cycles, leveraging moderated user interviews with clickable prototypes to test different variations of searching/browsing for and then selecting a legal service.

We also experimented with different kinds of landing page experiences, to qualify traffic and get them into the right storefront as quickly as possible.

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Results

Avvo Legal Services launched an initial product offering in 18 states that covered routine legal scenarios in Immigration, Family, and Business.

Feedback from both customers and lawyers was positive, and we were seeing a healthy conversion rate in the double digits for some stand-out products, which blew our expectations out of the water.

On the back of our successful launch, my team expanded our offerings to include a new legal document review service, using free legal templates vetted by our lawyer partners.

Avvo was subsequently acquired by Internet Brands in 2018.

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