Empowering legal teams

Precisely wants to revolutionize contract management through their intelligent contract platform, that enables legal teams and small companies to successfully draft, sign, and manage their contracts. 

Read on to see how my work with them helped Precisely succeed.

Details

Year: 2017-2021
Employer: Precisely AB, Sweden
Title: UX & Design Lead

Role

  • UX Research
  • Wireframing
  • Testing
  • Visual design
  • Design System management
  • Branding
  • Marketing & Web design

Innovative Product Feature Design

Background

One of my primary responsibilities was to design and prototype product features. These enhancements were aimed at improving the overall user experience by streamlining contract management, making the platform more user-friendly and efficient.

Challenges

Precisely is a very complex system. It has functionality for templating, drafting, reviewing, signing and managing contracts. It also had many different user types, ranging from legal team members to signees. The UI needed to be understandable for every role, and present only the needed functionality in a clear and compelling way. A lot of functionality needed to be added in order to achieve a good market fit, and it was challenging to integrate it into an already complex system.

 

Processes

I worked as an integral part of the product team, planning, ideating and implementing features. We worked on a dual-track agile model, where features would be ideated and designed in one track and implemented and released in another.  The usual process followed these steps:

  • Discovery and brainstorming
  • Wireframing
  • Testing
  • Iteration
  • Visual design
  • Documentation and handoff
  • Feedback and ideation

Outcomes

The introduction of these  features resulted in a good market fit and significant boost in client acquisition. Key performance indicators, such as user retention and task completion rates, demonstrated marked improvements.  This contributed to the company acquiring a further round of funding.

Design System Implementation

Background

To ensure the sustainability and efficiency of our design efforts, I established and maintained a scalable design system of reusable components. This design system allowed the team to work collaboratively while maintaining design consistency throughout the platform.

Challenges

When I came into Precisely, their UI was a mixture of stock framework components and custom made elements. The look was bland, inconsistent and did not match the brand. Developers had a hard time choosing the right way to implement specific design out of available options. 

Processes

I made a catalog of used components, and together with the dev team, we redesigned them to be consistent, usable and aesthetically pleasing. I created a sketch symbol library, which was linked to code documentation through Storybook. 

Outcomes

The scalable design system reduced design and development time significantly, increasing cross-functional team collaboration. It also improved the platform’s consistency, leading to a polished and user-friendly interface, while reducing  design inconsistencies. This resulted in faster feature rollouts and easier onboarding for new team members.

Visual Brand Strategy and Guidelines

Background

I spearheaded the development and implementation of a comprehensive visual brand strategy and guidelines for Precisely. This involved creating a unified design language that harmonized with the company’s core values, ensuring a consistent brand presence across all touchpoints.

Challenges

When I came into Precisely, there was little branding beyond a logo and colors, and even these were used inconsistently. As the company grew, the challenge was not only a growing need for visual material, but figuring out what our brand meant and how to express it while in a fast-paced changing landscape. 

Processes

I created brand visual guidelines that encompassed logotypes, colors, fonts, and illustration styles. I created a custom typeface, Precisely Sans. Towards the end of my work at Precisely, the company had evolved to a point where it needed to be redefined. I led the effort into brand redefinition & rebranding. 

Outcomes

The visual brand strategy not only strengthened Precisely’s brand identity but also simplified design decision-making for the team. It led to a cohesive, memorable brand presence, increased brand recognition, and improved user trust in the platform.

Impactful Marketing Material Creation

Background

In addition to product design, I played a pivotal role in producing impactful marketing materials and assets to support Precisely’s business growth. This included designing marketing collateral, website elements, and promotional content.

Outcomes

The compelling marketing materials I created supported Precisely’s business growth, attracting more potential clients and partners. The visual assets that explained complex subjects in simple ways, contributed to a higher conversion rate on the website and played a significant role in Precisely’s expansion strategy.

Results

Outcomes

In conclusion, my work at Precisely as  UX & Design Lead contributed to significant improvements in the user experience, brand identity, and overall business performance.

By implementing a comprehensive visual brand strategy, ideating and improving product features, establishing a design system, and producing gripping marketing materials, I was able to contribute to the company’s continued success in the B2B SaaS contract management space. The outcomes reflect the positive impact of my contributions on Precisely’s growth and user satisfaction.

Lessons learned

Work at Precisely was fast-paced and constantly changing, which gave me opportunities to constantly learn and grow.

I was fortunate to have a team where I was allowed to set the groundwork for a successful product and brand design strategy. . 

kemie guaida - digital design