Overview

Overview

Discover

Discover

Define

Define

Design

Design

Deliver

Deliver

Client & Market Intelligent Insight

Transforming legacy research products through strategic design and data-driven experience improvements

2023-2025

Overview

Clients struggled to interpret fragmented market and customer intelligence across platforms, which made it difficult for them to act with confidence. Although a large volume of data existed, insights were often unclear, disconnected and hard to trust. This limited product adoption, constrained decision-making and reinforced reliance on legacy analytical tools.

The objective was to transform research outputs into clear, actionable intelligence that enabled confident decision-making and supported a strategic shift toward analytics-driven services.

Overview

Clients struggled to interpret fragmented market and customer intelligence across platforms, which made it difficult for them to act with confidence. Although a large volume of data existed, insights were often unclear, disconnected and hard to trust. This limited product adoption, constrained decision-making and reinforced reliance on legacy analytical tools.

The objective was to transform research outputs into clear, actionable intelligence that enabled confident decision-making and supported a strategic shift toward analytics-driven services.

My Role

Lead Product Designer for data product family

I led the end-to-end design strategy in partnership with product, data and commercial teams.

My role encompassed research strategy, service design, concept development and validation, with a particular focus on aligning user needs, business priorities and long-term growth.

My Role

Lead Product Designer for data product family

I led the end-to-end design strategy in partnership with product, data and commercial teams.

My role encompassed research strategy, service design, concept development and validation, with a particular focus on aligning user needs, business priorities and long-term growth.

Overview

Designing to unlock business opportunities in research data

I led the end-to-end design strategy in partnership with product, data and commercial teams.

My role encompassed research strategy, service design, concept development and validation, with a particular focus on aligning user needs, business priorities and long-term growth.

How might we leverage available data and technology resources to maximize insights and actionable information, enabling law firms to make more strategic improvements?

What I Led

  • Defined and led a multi-method research approach across surveys, CSAT data, customer feedback, and repeated user interviews.

  • Mapped industry-standard platforms and internal software, as well as service blueprints, to identify systemic gaps and opportunities.

  • Shaped and validated product concepts aligned with strategic and growth priorities.

What I Led

  • Defined and led a multi-method research approach across surveys, CSAT data, customer feedback, and repeated user interviews.

  • Mapped industry-standard platforms and internal software, as well as service blueprints, to identify systemic gaps and opportunities.

  • Shaped and validated product concepts aligned with strategic and growth priorities.

Overview

Designing to unlock business opportunities in research data

  • Defined and led a multi-method research approach across surveys, CSAT data, customer feedback, and repeated user interviews.

  • Mapped industry-standard platforms and internal software, as well as service blueprints, to identify systemic gaps and opportunities.

  • Shaped and validated product concepts aligned with strategic and growth priorities.

Discover

Problem Framing

The Core Problem

The core challenge was not the absence of data, but the lack of clarity, consistency and trust in how intelligence was presented and used. Users struggled to connect insights across touchpoints, to interpret what mattered, and to act with confidence. This fragmented experience limited product adoption and reinforced dependence on older, less efficient tools.

Problem Framing

The Core Problem

The core challenge was not the absence of data, but the lack of clarity, consistency and trust in how intelligence was presented and used. Users struggled to connect insights across touchpoints, to interpret what mattered, and to act with confidence. This fragmented experience limited product adoption and reinforced dependence on older, less efficient tools.

Experience blueprint connecting frontstage insights interfaces with backstage analytics and workflows.

Redefine product value using the business model canvas

Research & Insights

Research Approach

To generate robust, high-confidence insights, I combined quantitative signals (including surveys, CSAT and customer feedback) with qualitative depth gained through multiple rounds of user interviews across project phases.

Rather than treating research as a one-off task, I continuously validated and refined insights as new data emerged. I employed ecosystem mapping to understand the broader client, market and internal context, and service blueprinting to identify systemic gaps and breakdowns across touchpoints.

Research & Insights

Research Approach

To generate robust, high-confidence insights, I combined quantitative signals (including surveys, CSAT and customer feedback) with qualitative depth gained through multiple rounds of user interviews across project phases.

Rather than treating research as a one-off task, I continuously validated and refined insights as new data emerged. I employed ecosystem mapping to understand the broader client, market and internal context, and service blueprinting to identify systemic gaps and breakdowns across touchpoints.

Key Insight

The most significant barriers were systemic rather than feature-specific. Users needed clearer, better connected intelligence to support informed decision-making.

Key Insight

The most significant barriers were systemic rather than feature-specific. Users needed clearer, better connected intelligence to support informed decision-making.

Visual summary of target KPIs including engagement, retention, and rollout milestones.

Concept ideations & user interview

Research analysis

Persona

CMO

“We run an annual survey through an external consultancy, but the reports and findings are usually seen as ‘nice to have’. Internally, we often decide whether to act on them or not. The main issue is that these surveys don’t always cover enough markets, and they rarely provide a unique or actionable point of view. They're mostly used as supporting evidence to help convince legal partners or to build a business case.”

Business Director

"My team and I are confident exploring different types of data and dashboards to find useful information. The challenge is that, although we can stay ahead and keep an eye on market changes, law firms often react to these changes organically, while client and business needs evolve rapidly. Therefore, having forward-looking tools that don’t require us to deep dive into every piece of information is very important."

Lawyer / Partner

“As a Managing Partner, I want to read individual reports to understand what's working well and what isn't. It helps me identify where and how I can support the team to improve.”

Define

Exploration, Iteration & Trade-offs

Early exploration revealed multiple possible directions. To avoid premature commitment, I validated assumptions through low-fidelity concepts and prototypes, using them to narrow user usage patterns and evaluate product value. This process clarified the most critical pain points, the most frequently needed solutions, and the opportunities with the greatest potential market fit.

Exploration, Iteration & Trade-offs

Early exploration revealed multiple possible directions. To avoid premature commitment, I validated assumptions through low-fidelity concepts and prototypes, using them to narrow user usage patterns and evaluate product value. This process clarified the most critical pain points, the most frequently needed solutions, and the opportunities with the greatest potential market fit.

Interaction pattern examples designed to improve clarity and interpretability of intelligence insights.

Key Trade-offs

  • Clarity vs. depth — simplifying complex intelligence without losing meaning

  • Flexibility vs. consistency — balancing customisation with system coherence

  • Speed vs. certainty — validating direction early while allowing insights to mature

Key Trade-offs

  • Clarity vs. depth — simplifying complex intelligence without losing meaning

  • Flexibility vs. consistency — balancing customisation with system coherence

  • Speed vs. certainty — validating direction early while allowing insights to mature

What we learned:

  • Users trusted the underlying data but struggled to interpret how it should influence decisions

  • Fragmented workflows created repeated manual reconciliation across teams

  • Inconsistent data inputs reduced confidence in outputs

What we learned:

  • Users trusted the underlying data but struggled to interpret how it should influence decisions

  • Fragmented workflows created repeated manual reconciliation across teams

  • Inconsistent data inputs reduced confidence in outputs

Design

Decision-Making Criteria

Design decisions were guided by three criteria:

  • Confidence for users — does this help clients make better decisions?

  • System coherence — does this connect meaningfully across touchpoints?

  • Strategic fit — does this align with product and growth direction?

Decision-Making Criteria

Design decisions were guided by three criteria:

  • Confidence for users — does this help clients make better decisions?

  • System coherence — does this connect meaningfully across touchpoints?

  • Strategic fit — does this align with product and growth direction?

Ranking explain version 1 vs version 2

Report vs. Data Platform

Change from qualitative information (quotes) to
quantitative data analysis (tables, calculations, and comparisons)

Change from qualitative information (quotes) to quantitative data analysis (tables, calculations, and comparisons)

Deliver

Outcomes & Impact

  • Increased confidence and clarity in research insights, reducing ambiguity and supporting more effective decision-making

  • Delivered design prototypes one quarter ahead of development for 90 % of new features, with structured data available for 95 % of customer firms across three regions

  • Enabled transition from legacy products to analytics-driven services, supporting a phased rollout to 15 % of existing clients

  • Demonstrated market fit within a change-resistant industry, achieving 80 % first-week engagement and a 10 % uplift in retention compared with the legacy experience

Outcomes & Impact

  • Increased confidence and clarity in research insights, reducing ambiguity and supporting more effective decision-making

  • Delivered design prototypes one quarter ahead of development for 90 % of new features, with structured data available for 95 % of customer firms across three regions

  • Enabled transition from legacy products to analytics-driven services, supporting a phased rollout to 15 % of existing clients

  • Demonstrated market fit within a change-resistant industry, achieving 80 % first-week engagement and a 10 % uplift in retention compared with the legacy experience

Customer-facing report (PDF version)

Cindy Yeh

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Built by ux-circles.com

LinkedIn

LinkedIn

Cindy Yeh

All copyright reserved.

Built by UX CIRCLES

LinkedIn

LinkedIn

Cindy Yeh

All copyright reserved.

Built by ux-circles.com

LinkedIn

LinkedIn