Redesigning a Consumer Legal-Tech App to Drive 380% More Online Notarizations
Platform:
Web and
Mobile App
Duration:
8 Weeks
Client:
NotaryPro
Canada
My Role:
Lead Product Designer
Introduction
NotaryPro is a leading legal-tech platform that helps individuals and businesses notarize documents online in a secure and compliant way. Its core offerings include remote notarization, ID verification, and digital document handling—removing the need for in-person visits. NotaryPro has rapidly expanded its services to reach a global user base, reflecting its commitment to making notarization fast, accessible, and legally valid for everyone.
In this project, we revamped the Intake Form , a mission-critical entry point for collecting essential user information, was overly long and unclear, causing friction and abandonment, thus necessitating a comprehensive redesign & marking one of the largest UX initiatives at NotaryPro since its launch.
My Role
I'm the Lead Product Designer for this project. I collaborated with Marketing Head David Barder and fellow Product Analyst Yash Gokhale.
Defining the Problem
Goals
BUSINESS GOALS
Increase Conversion Rates
Streamline the notarization flow to reduce abandonment at critical touchpoints like the intake form and checkout.
A smoother, user-centered design can boost the completion rate and drive revenue growth.
Build Trust and Credibility
Incorporate visible security indicators and transparent data-handling policies to reassure users.
Establishing the platform as a trusted service provider will improve customer retention and brand reputation.
USER GOALS
Simplify the Notarization Process
Users want an intuitive and seamless journey with fewer steps and clear guidance.
A frictionless experience empowers users to complete tasks with confidence, especially on mobile.
Feel Secure and Informed
Users need transparency about how their sensitive data is handled and assurances of security during payments. Educating users on the legality and privacy aspects builds trust and ensures peace of mind throughout the journey.
Impact
As this is a huge project, we released the new designs in phases. For confidentiality reasons I have omitted the actual values for these metrics.
Our Users
Before we started designing, we deep dive into existing behavioral and purchase data of our users to understand them better. We also conducted a series of customer interviews.
We focused on identifying what is the job that our customers hire our product for.
Developing the Archetypes
We defined 3 user archetypes, and mapped them to their respective jobs-to-be-done.
On-the-Go Professional
Always on the go, juggling multiple tasks. Prefers mobile interactions and quick results
JOBS TO BE DONE
Needs to notarize documents rapidly without commuting to a physical notary
Values efficiency and minimal disruption to their packed schedule
First-Time Online Notary User
Unfamiliar with remote notarization and digital document handling. Worries about legality and data security
JOBS TO BE DONE
Needs a legally valid notary service but lacks confidence in online solutions
Requires reassurance, clear explanations, and transparent privacy practices
Small Business Owner
Runs a growing business with occasional yet important notarization needs. Often needs multiple documents notarized for contracts, agreements, or compliance
JOBS TO BE DONE
Seeks a reliable, streamlined solution that saves time and effort
Expects clarity around mandatory steps and the ability to handle multiple documents in one workflow
Process
Design Sprints
I conducted design sprints to facilitate collaboration cross-departments. Marketing and Senior Leadership contributed their fresh ideas in this sprint. The purpose of these sprints is to align everyone on the same goal—To improve our consumer experience by solving our user's problems today.
User Flow for the Intake Form
We mapped each archetype to their user journey on the app, with their respective success metrics.
On the left, we have the current user flow.
On the right, we have the newly improved user flow.
Sketches and Initial Wireframes
Initial Wireframes and Flows to identify possibilities. My focus at this stage is to diverge first, converge later. We ideated around the optimum flow.
Understanding Intake Form through Data and Usability
Initial Wireframes and Flows to identify possibilities. My focus at this stage is to diverge first, converge later. We ideated around the optimum flow.
We looked at Tap Events from CleverTap for the Entire Flow. Here it is layed out.
Below is a simplified Intake Form journey flow with the percentage of tap events.
Deeper Dive into Intake Form: Usability
A thorough usability study of the Intake Form to deeper understand the problems.
Underutilized Design and Cognitive Load
OBSERVATIONS
The large amount of white space on the screen feels underutilized, and there is insufficient explanation of the services, which forces users to recall details or guess the differences between them.
IMPACT
Minimalistic design, though positive, might seem incomplete, lowering user confidence in system professionalism. Also, lack of concise info raises cognitive load, increasing mental strain and potential user abandonment.
Lack of Clear Feedback & Guidance on Selection
OBSERVATIONS
The "Select" buttons are consistently styled in red, creating a clear call to action. However, the design could be confusing if multiple buttons can be selected at once (which might not be intended).
IMPACT
If only one service can be selected at a time, make that clear by deactivating other buttons when a choice is made. Uncertainty and confusion can lead users to abandon the process if they feel unsure about the next steps.
Lack of Emphasis on Accepted Documents & 'Upload Later'
OBSERVATIONS
While there is a section for "Prohibited Documents," it is placed below the upload area and not prominently highlighted. Additionally, there is no clear indication of accepted file types or size limits near the upload box.
IMPACT
Neglecting details about document suitability could result in wrong uploads, which can delay the process, generate misunderstanding, and escalate the chances of errors. Users may quickly upload documents unaware of the deferral option. Highlighting this flexibility can reduce dropout rates.
Limited Control and Feedback on Seal Selection
OBSERVATIONS
The screen now explains 'What is a notary seal?' but doesn't clarify the number needed based on user specifics like document quantity or legal requirements. The generic info leaves users unsure about their seal needs.
IMPACT
Users may feel uncertain about the number of seals to buy, leading to errors, extra costs, or process restarts. Guessing the right amount can increase cognitive load and cause frustration. Users may feel uncertain about their seal selection. Lack of feedback post adjustment can lead to errors and frustration.
Limited Visibility of Current Selections and Their Impact
OBSERVATIONS
Limited feedback is provided when a user selects a shipping option. The button changes to 'Added,' but there's no persistent cart summary or clear next steps. The page indicates multiple shipping option pages (Page 1 of 2) without clarifying the content of the second page.
IMPACT
Users may feel uncertain about their choices and the overall process. The absence of a clear cart summary or confirmation message could make users doubt if their selection was added correctly, increasing cognitive load and potentially causing frustration or incomplete actions, especially if they miss additional options on the next page.
Lack of Explanation and Guidance on Add-On Services
OBSERVATIONS
The page lists various add-on services like "Video of Your Online Notary Appointment," "2nd Witness," and "Embossed Seal," but lacks clarity on the necessity or relevance of these services for users. While some details are provided, it remains ambiguous whether these add-ons are optional or mandatory for their particular notarization needs.
IMPACT
Users may feel uncertain about necessary add-ons, leading to unnecessary purchases or missed services. The lack of clear guidance can cause hesitation and increase cognitive load.
Cognitive Load and Overwhelming Form Layout
OBSERVATIONS
The form is lengthy and may overwhelm users as not all fields are relevant to everyone. Additionally, there is minimal visual separation between sections, making it harder for users to navigate.
IMPACT
The layout increases cognitive load, making the form feel more complicated. Users may feel fatigued, leading to mistakes or incomplete submissions. This can result in form abandonment, especially if users find it difficult to differentiate sections or feel uncertain about some fields.
Overwhelming Number of Time Slots Without Prioritization
OBSERVATIONS
The system shows many time slots in 15-minute intervals, but it doesn't highlight popular or recommended times. Morning, afternoon, and evening options can be switched without any personalized suggestions based on user behavior or common availability.
IMPACT
Many options can overwhelm users, making it difficult to choose a suitable time. This extra effort to find an appointment without guidance can lead to frustration and delays.
Lack of Clarity Around the Purpose Selection
OBSERVATIONS
The user is asked to select the purpose of their notarization (Personal or Business) without a clear explanation of how this choice impacts the rest of the process.
IMPACT
Users may feel uncertain about the significance of this choice and whether it affects pricing, document requirements, or the type of service they will receive. This could lead to confusion or hesitation, as users may worry about making the wrong selection without sufficient guidance. A lack of clarity here increases cognitive load and diminishes user confidence.
No Editable Options or Visibility in Review Summary
OBSERVATIONS
The review summary shows the total amount, taxes, and service details. However, users cannot directly edit items from the summary. They must go back to previous steps to make changes like adjusting the shipping option or removing an add-on.
IMPACT
Users may find it inconvenient to navigate back to previous steps, disrupting the checkout flow. This could lead to frustration, especially if quick edits before payment are not possible, potentially causing abandonment if the process feels cumbersome.
Industry Landscape
As part of this project, I then reviewed the industry competitors in depth, which allowed me to spot untapped opportunities and address critical gaps. By understanding their product features, market positioning, and user experience strategies, I was able to refine our approach and position our solution more effectively in the competitive legal-tech landscape.
Competitors Analysed
Competitor Selection Guide & Rationales were as follows:
Same Domain, Similar Functional Capabilities
Different Domain, But Similar Challenges Addressed
Similar Notarization or Parallel Journey
Web-Based Apps, Responsive Design
Built in North America, with Global Finesse
We Analysed Intake Form Funnel
For each competitor we analysed their Intake Funnel to cross refer the ideal best practice in the industry.
Then Analysed the Usability
Understanding competitor Intake forms to find clues and Industry best practices.
Early Ideas
Based on our User research, these were our ideas to improve the flow. By merging key tasks in the intake flow, we reduced the total steps from nine to five, ensuring each screen has clear relevance and value.
From our user interviews, usability studies, and competitor analysis, we uncovered numerous granular features. However, this complexity made it challenging to prioritize and craft a focused creative brief.
To address this, we utilized the Master Prioritization Framework, grouping features into Utilities, Big Bets, Quick Wins, and No-Brainers—then mapping them by High/Low Effort and High/Low Impact.
Master Priortization Framework
Prioritised List of Feature Ideas = Creative Brief
These were recommendations from us, which then were aligned on by the Senior Leadership.
Final Designs
Here's a detailed walkthrough of the revamped experience.
Looks new. Feels like home.
Before the redesign, the Intake Form was cluttered, it had a lack of focus on NotaryPro's core products. Now, NotaryPro has a fresh new modern look and a better experience.
To improve our brand and product perception, we introduced new, scalable components, redesigned micro-interactions and repositioned the product.
Your Home is more relevant to you
I completely reimagined the NotaryPro Home to surface our three core services—Create a Document, Notarize a Document, and Sign a Digital Will—based on user intent. Research showed many visitors arrived ready to notarize, yet not everyone had a prepared document.
Now, users can instantly create or upload documents, access ready-made templates, and seamlessly move into notarization or digital signing. Our new search-driven flow caters to each user’s specific need—whether signing a Will or choosing a template or simply notarizing—and replaces the old service selection with a more intuitive, intent-focused experience.
Humanised Navigation
We took a user-first approach to overhaul the navigation, repositioning confusing steps to better align with user intent. By merging key tasks in the intake flow, we reduced the total steps from nine to five, ensuring each screen has clear relevance and value.
Add-ons are now integrated where they’re most applicable, rather than clustered in a single stage. Additionally, higher contrast between the navigation and active screen areas improves both usability and accessibility.
Improved Document Upload with AI
For any notarization journey, a frictionless document upload is critical. We introduced a ‘Scan with Camera’ feature to support quick uploads across mobile, tablet, and desktop. We also enhanced the visibility of the ‘Upload Document Later’ option to reduce friction for users not ready to upload immediately. Furthermore, NotaryAI now analyzes documents for notary validity and auto-populates mandatory fields, streamlining the process and accelerating completion.
Reducing Clicks, Increasing Completion Rate
Introducing Instant Notary, our streamlined micro-service that minimizes steps and boosts completion rates. By automatically collecting your information and pre-filling all mandatory fields, Instant Notary cuts down on clicks and wait time. It analyzes your uploaded document to ensure each requirement is met, allowing you to launch a notary session as soon as one is available.
During the express journey, you can review any detail and seamlessly add missing information, giving you more control without sacrificing speed. Relevant add-ons are offered where necessary, ensuring a personalized experience that further enhances completion rates.
Experience it LIVE!
At the time of writing this, the design in currently under QA. However, the Mobile and Web App can be experienced in the form of a Live Prototype below.
What we learned
Adapt to the changing consumer behaviour
We needed to stay grounded and focused on the goal, but also account for changes to the product to match the changed behavior of customers during the pandemic.
Products don’t exist in a vacuum
Our significant overhaul of the user interface impacts our internal workings. For instance, the operations unit has to adjust their tagging methods for our goods and products. If we ignored these departments, disregarded their apprehensions, and didn't update the tools they use, our impressive app redesign would appear impressive solely as a concept but fail in the real-world application. Therefore, we initiated several harmony drives in the backdrop, like re-establishing our brand directives.
Take it one phase at a time
We mastered the art of dissecting intricate blueprints into digestible, controlled fragments. This streamlines creation and addresses glitches step by step.
Future
Bug fixes
Despite plenty of preliminary bug repairs for a project of this magnitude, minor bugs are inevitable post-public launch.
Post-launch optimization
Every UX enhancement or product release requires this vital subsequent move. Leveraging enlightened, applicable discoveries, we can craft an improved encounter for our customers.
Continue to design better experiences
To follow through our product roadmap and continue to stick to our design principles.
Thank you for reading through! Hope you enjoyed learning about my design and thought process. :)
