Impact Invest

Overview:

Client: Legal and Investment Firm
Goal: Increase lead generation through a complex but user-friendly
multistep form embedded in the firm's existing website
Role: UX/UI Designer & Front-End Developer
Tools: Figma, HTML, CSS, JavaScript

Business Objective

The law firm aimed to expand its client base by collecting detailed
investment intentions and regulatory data through an online form.
The challenge was balancing regulatory compliance and data collection complexity
‍with a positive user experience that encourages completion.

User Personas

1. Daniel Cohen – The Experienced Investor

Age: 45
Occupation: Senior Tech Executive
Location: Tel Aviv
Goals: Diversify portfolio with secure legal backing
Pain Points: Overloaded forms, security concerns
Needs: Step-by-step clarity, assurance of data handling, ability to edit inputs

2. Sarah Levi – The Cautious Newcomer

Age: 32
Occupation: Freelance Designer
Location: Haifa
Goals: Learn and explore investments with support
Pain Points: Financial jargon, decision anxiety
Needs: Clear tooltips, simple UI, progressive info disclosure

3. Michael Abramson – The Time-Constrained Professional

Age: 38
Occupation: Medical Doctor
Location: Jerusalem
Goals: Fast investment overview with legal coverage
Pain Points: Time limits, repetitive data entry
Needs: Mobile-friendly layout, autofill, rapid navigation

‍

UX Design Strategy

1. Breaking Down Complexity

The form was broken into logical sections: Personal Info, Investment Details, Risk Profile, Compliance Info.
Inputs were carefully matched to their purposes:
- Text Fields
- Calendars
- Radio Button & Checkbox Lists
- Toggles

2. Navigation System

A vertical sidebar with all steps clearly visible
Highlighting the current step for clarity and focus
Back and Next buttons within every step for intuitive flow

3. Progressive Disclosure

Used conditional logic to only show relevant fields
- E.g., if the user selects "I have a partner", partner information fields expand automatically

4. Error Handling & Validation

Real-time, inline field validation
Step-level validation before progression
User-friendly error messages, written in plain language, guiding corrections

‍

Development & Embedding

Built using responsive, clean HTML/CSS/JS
Designed to integrate seamlessly with the firm’s existing website
Optimized for mobile, tablet, and desktop usage

Outcome

The form transformed a high-friction process into a guided, confidence-inspiring experience. This not only improved user satisfaction but significantly boosted the number and quality of leads submitted through the website.

The combination of visual clarity, logical progression, and dynamic interaction design positioned the firm as both user-focused and digitally mature, reinforcing trust in a highly sensitive domain.