ProBono SG
Pro Bono SG, previously The Law Society of Singapore is a registered charity with Public Character status. Having provided free of charge legal assistance to disadvantaged individuals and local community organisations for years, Pro Bono SG came to my team of four, with the idea of establishing a legal training academy.
A comprehensive educational product designed to help legal professionals of all levels advance their knowledge to stay at the forefront of the legal industry
Project Goals
1.
The training academy to be a sustainable revenue stream for ProBono SG
2.
Be an aggregator for legal courses, events and training in one place
The discovery stage started with the team conducting interviews with Lawyers, Community Organisation Directors and the General Public seeking legal aid. This helped give us insight into their needs, typical experiences and the multiple pain points along their journeys.
Research Methods
01
User Interviews
02
Competitors Analysis and Benchmarking
03
User Personas
04
Customer Journey Map
05
Design Thinking Workshop
06
Prototyping
07
Usability Testing
Key Considerations
We chose to critically evaluate each of our user groups, plotting each one on a prioritisation matrix based on the highest impact we could make quickly with the least effort. To assess the impact our solution could have, we looked at the following criteria for each user:
Availability of funds
Propensity to spend
Motivation to learn- intrinsic and extrinsic
Shortest time to market
We chose Lawyers as our primary user group. Lawyers typically have L&D funds readily available as continued learning is a necessity of their profession. They would also be the quickest to build for.
Core Customer Behaviours
Problem Spaces
01
Motivated by the Continuing Professional Development (CPD) Point requirement
How do we help users search and register for courses easily, based on highly varied needs?
02
Have busy schedules and need all information for quick decision making
How can we provide adequate course information so that users can make quick, un-assisted decisions?
03
Require guidance for course fit to make best use of time
How can we expertly guide users through learning paths to learn In a more structured way?
Rapid Design Generation
Having identified our Problem Scope, we began the the Rapid Design Phase.
I led the design, client leadership and product stakeholders through a intesnsive Design Thinking Workshop. This was a 3 hour ideation exercise that helped us leverage a broad and diverse array of perspectives.
This allowed us to collaboratively align on the goal of the project, map the primary user journey, sketch innovative ideas and prioritise features and user flows of the new experience.
Combining the ideas generated during the workshop, the team mapped out multiple User Flows. We then used a whiteboard to sketch out and streamline which features and which user flows would be critical for the MVP.
After aligning on our goals with the client, we split our MPV into three areas. We then prototyped and developed these iteratively with our user’s feedback.
01
Register and Enrol
Onboard a new user and learn more about them to provide a customised experience.
Browse, Filter and Learning Paths
Use the navigation bar to browse different topics and the filter function.
Be guided through course information to understand learning paths
Incentivise complete course purchasing
02
03
Dashboard and Learning
Resume current learning with minimum clicks and provide multiple learning formats.
Incentivise learning by earning certificates.
Access and navigate dashboard to keep track of classes, events, achievements and goals.
Spotlight: Product Iterations
Purchasing and Payment
V1
V2
Main call-to-action at top of the page to encouraging user to enrol for all modules with one click
Reduce number of clicks required for purchasing a full module from 4 to 1
V1
Content Organisation
V2
Enlarged and emphasised the final total to the user for easy decision making
Included a frame on top of the checkout section to introduce upsells and cross-sells, prompting users to consider larger purchases and increasing revenue opportunities
V1
V2
Simplified interactions on page by removing vertical and horizontal scrolling that was causing the user to loose interest
Switch to more intuitive tab structure to provide all information in one space with limited scrolling
Personalised HomePage
V1
V2
Made better use of critical real estate by reducing banner size and providing user with the option to resume any class they were enrolled in using horizontal scrolling.
Provide amount of study time remaining for each module to help user with time management and planning .
Encourage user to enrol in more classes, increasing revenue opportunities
How did we fare?
ProBonos website was to be developed by a vendor to which we had little access. As a result, our design had to be handed over in already strong shape. We tested out each design with users several times over, refining early and often before handing over our final specs.
We had little opportunity to perform a quantitative analysis of how well our design performed and had to rely on client and user feedback instead.
