~30 signups per day. That was the ceiling.
JADE is Australia's most comprehensive legal research platform. Powerful product, but the sign-up experience was a generic form that converted users without activating them. No personalisation, no value discovery, no reason to come back.
Fragmented sign-up flow with drop-offs between steps
Value proposition surfaced too late in the funnel
Credit-card only. No invoice path for enterprise buyers
Enterprise, Individual, and Institutional flows undifferentiated
Diagnosing the Funnel
I mapped the entire existing flow and identified where users were dropping off. The core issues weren't cosmetic. They were architectural.
Legal professionals are scanners: 70–80% make decisions in the first 6 seconds. The existing flow buried the value proposition behind generic pricing and a long form.
I used AI to simulate drop-off scenarios and test information hierarchy from a scanner's perspective, surfacing friction points that manual analysis would miss.
Homepage → Generic Pricing → Long Form → Payment → Done
Passwordless Entry → Verification → Account Setup → Plan Selection → Access
Biggest drop-off: plan selection. Users confused by pricing before understanding value.
Not a signup flow. A product activation system.
Rather than redesigning a form, I rebuilt JADE around passwordless signup and account setup that captures legal research intent early. The point was to get users into the product faster while collecting the right context to make JADE immediately useful.
Passwordless entry leads into account setup.
Activation starts before pricing. Passwordless entry removes friction, then account setup captures jurisdiction, court, and alert context so JADE can surface relevant judgments straight away.
By the time users see pricing, they already understand what JADE will do for them. That shifts the experience from plain signup into real product activation.
Passwordless Entry
Magic link authentication. Email entry only. No password friction.
Passwordless sign-in: email-only entry point
Email Verification
Clear confirmation with visual feedback. Users know exactly what to do next: check email, click link.
Verification pending: clear next-step guidance
Alert Preferences
Key MomentJurisdiction, courts, and topic filtering capture intent so JADE surfaces relevant judgments immediately.
Intent capture: jurisdiction, courts, and topic filtering
Account Setup
Minimal fields. Progressive disclosure. More detail collected over time, not upfront.
Profile setup: minimal fields, progressive disclosure
Plan Selection
Pricing comes after value delivery. Free tier provides genuine utility. Pro upgrade path is clear but not aggressive.
Plan selection: Free → Professional → Enterprise, shown after value is felt
Access Granted
Immediate access. The user is now inside the product. Value delivered, friction eliminated.
Subscription confirmation: immediate product access
Three Buyer Types, Three Paths
A sole barrister paying with a credit card and a top-tier law firm going through procurement are completely different conversion journeys. The old flow treated them identically. The redesign gave each a path that matched their actual purchasing process.
Major law firms including Gilbert+Tobin, Clayton Utz, and Moray & Agnew onboarded through the enterprise path.
The Results
These numbers aren't from a better-looking form. They're from a system that captures intent, delivers value, and creates a reason to return. Within days of going live:
Attribution: No marketing campaign, pricing change, or external promotion occurred during the launch window. The primary variable was the redesigned subscription and payment flow.
Designed the system. Then shipped the code.
Full Activation Funnel
Entry → verification → plan selection → payment → intent capture → personalised activation.
Subscription Page Redesign
Authority positioning, edition differentiation, Free/Pro/Enterprise with clear upgrade paths.
Email Template System
Magic link verification, welcome, and promotional emails. Cross-client production.
Case Card Standardisation
Unified UI across Home, Browse, and My Reports with consistent IA.
Magic link verification email
Welcome email with Professional upgrade path
