How I Created an Intuitive Landing Page with Webflow to Increase Registrations and Raise Awareness for a Legal Education Program
Imagine if a single page could transform the way legal professionals engage with cutting-edge education. This was the challenge we faced with the AI.Moot Court program, the first of its kind in Portugal, designed to merge traditional legal education with artificial intelligence. With no online presence and limited awareness, the program struggled to reach its audience. Our goal was to change that—by crafting a streamlined, user-friendly landing page in just 3 days, we made it easier for law students and professionals to discover and register for this innovative opportunity. Dive in to learn how we tackled this challenge and created an experience that elevated the program's visibility and engagement.
Role
Product Designer
Tools
Figma | Webflow | Agile Methodologies | Miro | Notion
1. Context
The legal landscape is rapidly evolving, with technology playing a crucial role in education and practice. The AI.Moot Court program serves as a bridge between traditional legal education and modern technological advancements. The Landing Page was designed to be an accessible platform that not only showcases the program but also engages users through interactive elements, resources, and easy navigation.
2. Problems
Before the creation of the AI.Moot Court Landing Page, the program lacked an online presence, leading to several significant challenges:
-
Limited Visibility: Without a dedicated landing page, the AI.Moot Court program struggled to reach its target audience. Potential participants were unaware of the program's existence and its benefits, resulting in low interest and engagement.
-
Inefficient Information Dissemination: Critical information about the program, including details on registration, guidelines, and event schedules, was communicated through fragmented channels (e.g., social media, emails, forms). This made it difficult for interested individuals to access comprehensive and up-to-date information.
-
Lack of Engagement Opportunities: The absence of an interactive platform meant there were no opportunities for potential participants to engage with the program, such as through forums, webinars, or practice materials. However, the program itself will be hosted on the Miles in the Sky platform, which offers these interactive elements. This will help foster a community and build enthusiasm among law students and legal professionals, addressing the previous limitations in engagement.
-
Difficult Registration Process: While there was an online registration form available, it was shared via email, making it difficult for potential participants to access. Many users found it challenging to locate the form among a jumble of emails, leading to frustration and ultimately discouraging them from signing up for the program. The lack of a centralized website to host the registration form contributed to this accessibility issue.
The AI.Moot Court website now serves as a streamlined landing page focused on converting registrations, providing potential participants with clear and compelling information about the program. The program itself, however, will be hosted and conducted on the Miles in the Sky platform.
3. Planning
To establish a solid foundation for the AI.Moot Court program, we collaborated closely with Vieira de Almeida Lawyers, conducting several meetings to ensure the program's design met the needs of all stakeholders. The feedback from former participants of the traditional Moot Court program was instrumental in this process. We gathered insights about their experiences and challenges, which helped us identify areas for improvement.
These discussions brought together legal experts from Vieira de Almeida and our team of AI and Product Design specialists, ensuring a comprehensive approach to the program's development. The AI.Moot Court website was designed as a landing page focused on converting registrations, providing potential participants with clear and compelling information about the program.
Key aspects of the planning phase included:
-
Identifying User Needs: Analyzing feedback from past Moot Court participants to understand their pain points and expectations.
-
Defining Features and Functionality: Collaboratively determining essential features that would enhance user experience and engagement in the AI.Moot Court program, while directing users to the Miles in the Sky platform for program participation.
-
Establishing Goals: Setting clear objectives for the landing page that aligned with the overall mission of VDA Lawyers and the AI.Moot Court program, focusing on maximizing registrations.
Based on these insights, we developed a sitemap and wireframes, focusing on usability and accessibility.
4. Implementation
The implementation phase involved creating high-fidelity mockups and prototypes using Figma. We focused on a clean, modern design that reflects VDA Academia's brand identity. Key features included:
-
Intuitive Navigation: The navigation was designed with the limitation of being a landing page, utilizing anchors and buttons to guide users through the content efficiently, ensuring they could easily find relevant information without multiple tabs.
-
Streamlined Registration: A simplified registration form that reduces friction and encourages sign-ups.
The website was developed using Webflow, allowing for easy content management and updates post-launch.
VDA Academia's brand color palette
5. Challenges
Throughout the project, we encountered several challenges that helped refine our approach:
-
Balancing Aesthetics and Usability: Ensuring that the site was visually appealing while remaining user-friendly required iterative design and testing.
-
Technical Limitations: Some desired features were challenging to implement due to platform constraints, necessitating creative workarounds.
-
User Feedback Incorporation: Gathering and integrating feedback during the testing phase required quick adjustments to the design.
-
Stakeholder Expectations: Our team suggested including a section highlighting key skills, as we received positive feedback on this feature in previous projects. However, there was some discussion regarding its placement on the page. Stakeholders preferred to have it as the final section, which was ultimately agreed upon. This collaborative process demonstrated how constructive discussions can lead to effective solutions that enhance the overall user experience.
-
Time and Resource Constraints: We faced challenges due to limited time of 3 days and resources that prevented us from conducting extensive user research through surveys and interviews with our target audience, including law students and legal professionals. Despite this, we focused on creating user stories and data-driven solutions, leveraging the feedback from former participants of the traditional Moot Court program. Their insights into experiences and challenges were instrumental in identifying areas for improvement.
VDA Academia's brand color palette
6. Next Steps & Impacts
While the website and the AI.Moot Court program have not yet been launched, we have already outlined the next steps to ensure a successful rollout. These include:
-
Final Testing and Refinements: Conducting final tests to ensure all functionalities work smoothly and making any necessary adjustments based on user feedback.
-
Marketing Strategy: Developing a comprehensive marketing plan to promote the program and attract participants, leveraging both online and offline channels.
-
User Engagement Initiatives: Planning pre-launch engagement activities, such as webinars or informational sessions, to build excitement and awareness among potential participants.
-
Measuring Long-term Impact: Establishing metrics to evaluate the program’s effectiveness on legal education and career development for participants once launched.
The AI.Moot Court website aims to significantly enhance user experience and position VDA Academia as a leader in innovative legal education in Portugal, contributing positively to the professional development of future legal practitioners.