UX Research and Design
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Qualitative Research, Brand Ideation and Product Roadmapping. 

Tools and Methods

  • Expert Interviews
  • End User Qualitative Interviews
  • Content Audit
  • Contextual Analysis
  • User Workflows, User Journey Map
  • Participatory Ideation Workshop

Team and Duration

The Opportunity

Is there a kinder, gentler, better way to do divorce in California?

Erin Levine runs an extremely successful family law firm in Oakland with a growing reputation for solid legal expertise and incomparable client care.

Erin came to Yeti to explore how she might leverage the power of technology to grow her business without losing the humanity and empathy that make her legal representation so special to her clients. We worked with Erin to help define and explore her client-user experience, as well as provide recommendations on a future product development process.


The Challenge

The path through a California divorce is wrought with existential angst, deep anxiety, legalese and intimidation.

Levine Family Law distinguishes itself from the competition by providing a human-centered, 360-degree view of the divorce process including not only the paperwork and negotiation, but the financial, emotional, spiritual health of the client throughout the process.

Levine Family Law coaches their clients through the legal technicalities, emotional fallout and eventual rebuilding of their lives following divorce . Erin's extensive subject matter expertise combined with the holistic care she gives to her clients, make her a highly sought after attorney in the Bay Area and brings her more business than her small firm can reasonably handle.

Erin wanted to explore how she could bring her boutique legal experience to a wider audience of California clients and looked to us for preliminary research and solution ideation. 


Our Approach

Start with a discovery workshop to ensure the best subject matter download between teams and align on goals. 

Given how early our clients were starting out in their product ideation and how specific the legal process was around their product offering, we planned an all-day discovery workshop to kickoff the research sprint. 

Our goals for the day were: 

Transfer as much subject matter expertise as possible from Erin’s brain

We began with a barrage of questions we had brain-stormed before the kick-off. We wanted to know who the competition was, what the legal process entailed, what were the most stressful and hardest parts of the process for her and her clients. What she learned in her years of practice and how San Francisco differed from other potential client bases. 

Start to identify user segments

Who were her clients? What did they need? How did they get their needs fulfilled? What was their process like, from start to finish? How did they interact with Erin and her firm? What were the most challenging portions of the divorce process for them, and why? 

We used stickies and a whiteboard to chart a rough map of the client journey through California divorce law. 

This was incredibly helpful in helping us to prep for user interviews by giving us both longitudinal and in-depth views of both the legal and emotional journeys our users would take. 


Establishing Guiding Principles gave us a map of the territory but still room to explore. 

By the end of the workshop and a series of design exercises, including empathy mapping and some light persona work, we were able to drill down on Hello Divorce's Guiding Principles. By doing this collaboratively and with full buy-in by all parties, we could use these principles as a guide in our ideation and design. This would allow us the freedom to explore, but with a contextual background that reminded us of what our client was seeking to achieve with their brand. 

1. Be the constant in the sea of transition. 

Understand where we're meeting clients in the process, and guide them both spiritually and legally from where THEY are.

2. Everyone wants a Hello, Divorce

 This brand is user-centric; they are legal coaches and trusted advisors. They avoid unnecessary conflict and focus on the big picture. Their reputation in the Bay Area community reflects this. 

3. Divorce doesn't HAVE to be the worst thing you go through. 

De-mystify the process from the beginning, remind clients of their autonomy and protect their vision for future happiness.     

It was the evolution of taking my life back.

The Technique

Ethnographic and generative inquiries yield rich findings around empathy and trust.  

Following the Discovery Workshop, Ellie and I drafted a game-plan for a series of 10, hour-long, ethnographic and generative interviews with participants at all stages of the separation and divorce experience. We honed in on our research goals, drafted the interview script and continued to iterate through our questions depending on how each day of interviews progressed. 

Neither Ellie nor I were completely prepared for the intensity of the subject matter and the raw emotions often present for our interviewees throughout our process. It was very important for us to establish trust early on - we were clear about why we were asking the questions we were, what our overall design goal was, and made sure to communicate the confidentiality of the interview process and deliverables. 

I led the interviews, with Ellie taking extensive notes and jumping in with additional questions when needed. At the conclusion, we organized all of our interview notes by color coded post-its for each of our 10 participants. This helped us quickly identify emotional themes, factual variances and pain-points throughout each interview that became the basis of our user journey. 

There was trust early on - it was like talking to a family member.
Tell me what to do .... I feel like I’m entering the Forest of Mordor.
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Research Synthesis  

"I'm an attorney, and even I didn't have the confidence to DIY this." 

At the conclusion, we organized all of our interview notes by color coded post-its for each of our 10 participants. This helped us quickly identify emotional themes, factual variances and pain-points throughout each interview that became the basis of our user journey. The actual user interviews were both intensely informative and emotionally rich.

Each of our participant's fact patterns differed heavily and represented multi-faceted experiences from a legal, spiritual and physical perspective. We were surprised by the general feeling of insecurity around strictly pro-se/DIY approach to divorce, even among active lawyers.

Our participants wanted to know there was an expert human connection available to them throughout the process.

Erin and her firm not only represented good legal strategy, but also functioned as coaches and co-creators of our participants new post-divorce lives and selves.

Without this human touch, users weren't as interested in the ways in which technology might make their legal process easier or smoother. 

User Interview Notes

Solution Overview

Provide a human-centric path to divorce that supports individual user journeys backed by digital innovations. . 

“Understand me and craft a process that I can follow.”

How might we give user confidence to MOSTLY DIY? 

How might we build trust early on? 

How might we automate or design the system to complete tasks? 

How might we offer continued support after the divorce is finalized? 


Participatory Design Ideation Workshop


Essential Feature and MVPS


  • Show me a clear comparison of DIY vs non-DIY 
  • Guide me through each step and confirm my decisions

USER HOME | DASHBOARD                

  • Central home for user to return to                  
  • Docs, To-Do's, Time-line
  • Messaging and Notes for user and members of legal team


  • Illustrated and easily understood map of legal process