List G’s website is its most important marketing asset. Solicitors review barrister information and typically make on-the-spot decisions about whether he or she is right person to partner with on a case.
On review, however, the business recognised its online presence was outdated and did not reflect a modern philosophy. This is important, as list quality and distinctive, identifiable branding are core considerations for solicitors looking to engage a barrister.
The team was ready for a total brand refresh and a new website—something that blended elegance, gravitas, and forward thinking. Our task was to develop a digital asset that highlighted the quality of the list, and allowed solicitors to quickly and easily find a barrister with a pre-determined skillset and expertise.
At Evolution 7, we love a good challenge, so we dove right in.
Give the people what they want.
Because barristers are List G’s key asset, we had to understand the how, where, when, and why of the search experience. We interviewed solicitors and barristers to uncover the information most important and relevant to them when navigating a site like List G.
Interviewees pointed to a range of search patterns: looking for a familiar face or name, finding contact details for a barrister they already know and trust, or conducting a detailed search for someone whose experience is relevant to a case. This lead us to the guiding insight that the list website should function both as a way to search for a barrister, and as a directory tool to surface contact details for known members.
We then applied these insights at a UX workshop with key stakeholders. By the end of the day, we’d arrived at a sleek, intuitive user journey able to accommodate visitors of all ages and levels of tech-savvy.