Dr. Justo

Designing a legal marketplace built on intent, not volume.

Context

Accessing legal services is rarely simple.

For users, decisions are complex, confidence is low, and the process often feels intimidating.
For professionals, time is scarce, and poorly qualified leads create friction instead of value.

Dr. Justo was designed as a legal marketplace to bridge this gap — simplifying access for clients while respecting the realities of professional legal work.

The challenge

Legal services operate in a high-friction environment.

Users face:

• complex decisions

• low confidence

• limited understanding of legal options

Professionals deal with:

• poorly qualified demand

• misaligned expectations

• time lost on unproductive conversations

The challenge was to design a two-sided marketplace that feels simple and human for users, while remaining efficient, scalable, and sustainable for lawyers.

The approach

Instead of optimizing for traffic or lead volume, the product was designed around intent.

The focus shifted from generating more conversations to enabling better ones — aligning user needs with business value through clear structure and purposeful interaction.

Every design decision aimed to reduce ambiguity and support informed choices.

My role

UX / Product Designer, responsible for defining the product experience, interaction model, flows, and key UX decisions across the marketplace.

Product decisions

The platform was built around a set of core UX and product principles:

• Clear segmentation between clients and lawyers

• Structured discovery based on legal specialty and context

• Profile-based comparison to support decision-making

• Conversation-first interaction model

• Monetization introduced at moments of highest user intent

Rather than pushing users forward, the system guides them with clarity and purpose.

Key UX decisions

• Intent-driven flows instead of volume-based lead generation

• Soft authentication aligned with user motivation

• Shortlisting mechanics to reduce cognitive load

• Paywall treated as a UX decision, not just a business rule

• Context preserved throughout the entire journey

These choices reinforce trust, clarity, and long-term product sustainability.

Outcome

Dr. Justo delivers a product-led UX that transforms a traditionally bureaucratic domain into a clear, functional, and human-centered digital experience.

By prioritizing intent over volume, the platform creates more meaningful connections — benefiting both users and professionals.