TREKKR
Role:
UX researcher
Challenge:
After a user creates a legal document on Rocket Lawyer, they have the option to interact with an attorney on it. This is called 'Ask a Lawyer'. A small percentage of users were using this feature, even though it's free with most memberships.
Process:
I conducted a series of customer interviews, think alouds and usability tests, exploring this flow (Image 1). I found that people who used the language "attorney review" to describe this feature were far more positive about the experience.
Along with the optimization team, we ran an A/B messaging test using that user-driven language to see if it would increase opt-in and completion rates (Image 2).
Impact:
+477% opted into getting an attorney review over asking a lawyer, and +42% completed the attorney review process.
Reflection:
This shows the importance of talking to your users! Good heuristics in the form of using messaging that jives with your users will inevitably lead to more revenue and a better overall user experience.