Homepage redesign for the World’s largest Legaltech that drove a +3% increase in Signups and PQLs
Year
2024
Collaborators
Product Managers, Engineers
Role
Product Designer
Status
Shipped
Context & Challenge
After Google reindexed Jusbrasil’s homepage, organic conversions dropped by nearly 10%. What seemed like an SEO issue turned out to be a UX problem; the new entry point failed to clearly communicate value or guide first-time visitors to take action. The challenge was to recover conversion while improving traffic qualification, especially for users entering through generic legal queries.
My challenge was to recover conversion while improving the way inbound traffic was qualified. We needed a homepage that made sense for different user intents, not just a prettier redesign.
Problem & Solution
Problem Space
The page had an outdated structure and messaging, making it unclear for first-time visitors to understand the product’s value or next step.
Solution space
I reframed the experience around use-case segmentation, starting with the top-performing segment, Litigants. The new design placed real user goals at the center, making the main value proposition and action visible right from the hero.
Version before redesign
My Approach
The Design Process: How I Developed the Solution.
Benchmark & Research
I started with benchmark research to explore how other products handle segmentation and search. Using Mobbin, I created a visual mood board to identify common patterns and understand how leading players guide users through various paths. This exploration made it clear that we needed a new component in our Design System — a segmented control — to enable a cleaner, more scalable solution.
Design solution
With support from the Design System team, I started by designing the segmented control component, the foundation for the new experience. From there, I expanded into the hero and content sections, exploring different visual directions and wireframes until a clear design language started to take shape.
After a few design critiques with peers, I refined the concept into a high-fidelity prototype ready for usability testing. The tests validated our approach and helped me define the final A/B test variants for launch.
Results from the experiment
+2–3%
in PQLs, signups, and checkout page views (within margin of error).
+50%
increase in views of Litigants SERPs, showing higher qualification.
Stronger gains for new devices, stable for returning users.
Reindexing is ruled out as the cause of the drop; the rollout of the new variant was approved.
My Impact
I led the end-to-end redesign and experimentation strategy — from diagnosing the drop to defining hypotheses, designing the new experience, and validating the rollout. The project not only recovered lost conversions but also built a clearer model for segmenting use cases across entry points.