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In early 2023, Rocket Lawyer set a goal to harness A.I. to better serve small businesses. At the same time, we recognized the need to boost growth in business formations as a key strategy for acquiring new customers. Starting with extensive research, we discovered an opportunity to align both objectives by offering a free logo generator to help new entrepreneurs launch their businesses.


THE TEAM:

Product Manager: Gaurav Katyal

Engineering Lead: Chris Hodapp

Designer: Omar Alamrani

UX Writer: Jenni Hanley



Meet Diana


When starting a project, our first step is to identify the customer for whom we are designing and building. This process involves consulting our Persona Library, which outlines various customer profiles and their unique needs and challenges. Subsequently, the team works together to create a customer narrative that reflects how the project aims to address their needs. In this instance, the focus is on Diana...


Diana is a successful restaurateur with several thriving establishments in Seattle. Eager to elevate her career, Diana is launching a meal kit subscription service and is exploring Rocket Lawyer to support and protect her new venture. She has a name in mind and is looking to design a logo to brand her business effectively.

Mapping the journey


After getting to know Diana, the team collaborates to produce a customer journey map. The map is the most lightweight way to visually communicate what the product experience might be like for the feature we are building.




Conversational UI


In the team's attempt to design a simple and efficient logo generator that delighted our customers, they quickly discovered how much of the experience could be spent in text input (not ideal for the customer). Rather than receive vague, unspecific prompts from the user, the team landed on ten design style descriptions and asked the customer to select up to three. The buttons simplified the experience for both the customer and the generative AI process.


Prompt design


After the team had user tested a simple and effective UI for generating logos for our customers, we began to refine the actual logo results that were being created by Imogen. In our daily stand-ups, the team would noodle in real time on the prompts that were driving the results we were seeing. The model liked producing photographic images and images of logos on physical objects. Through our weekly check-ins with the Google team, we were quickly able to get the range, styles and quality we were after.




Results


While refinement of the logo generator experience continues, customer engagement shows a promising increase since launch. Further, for customers who select and save a logo, future interactions with Rocket Lawyer will be personalized with their logo and available on their business related documents.


I love how easy it was for the AI tool to create logos and how easy and fun it was for me to review them! I love the different options it produced, I felt like I was working with a human graphic designer - so cool!

— Early customer feedback


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