LexFast
Branding +
Prototyping +
Pitch Strategy
LexFast is a legal-tech start-up with an ambitious goal of helping business in western Africa incorporate and maintain legal operations cost-effectively.
The founders reached out with a comprehensive project — to design a brand identity, platform and pitch deck in order to raise $3m of funding.
As of publishing this case study LexFast is in the process of raising funds.
Principle-driven approach
From the get-go I planned on designing a platform that felt like it had a decades worth of presence.
As I knew that people would be hesitant to use a flaky new start-up's product, especially in a landscape that is accustomed to a physical methodology.
Branding
The visuals of a brand are simply a vessel that visually communicates the essence of the brand.
I chose yellow as a means of standing out and appearing as an optimistic brand.
I went with a combination of a symbol and wordmark allowing for flexible application from social media to a future app.
Designing an MVP
Building an early stage product starts with scoping what people want. The goal here is to find product market fit early on.
PMF is found when we’re able to do the minimum while steadily & organically growing a user base.
With LexFast I decided to focus on incorporation — test, implement feedback and grow through addition legal offerings that synergise with the needs of a growing SME.
I prioritised optimising the onboarding flow as it would be where the customer is won or lost.
My approach was to make it as easy as possible for the customer to describe their unique needs so LexFast could execute it for them.
This meant not shying away from an onboarding process consisting of several steps broken down into smaller steps.
The dashboard was designed from the intention of behaving similar to other programmes or tools used by SMEs to ensure ease of adoption.
Building a pitch deck that investors actually read
I helped reduce the length of the deck by over 25% while improving it’s efficacy through condensing and focusing on information that is valued the highest by investors.
I focused on answering what LexFast does, about the capability of the team, the traction, unique insights and defensibility, how much are we raising and what goals we’re aiming to achieve with the funding.
By respecting their time, we create an environment that allows them to carefully and effectively go through the entirety of the presentation without getting bogged down by unnecessary details enabling them to grasp what the opportunity is about.
Additionally, I implemented technology that tracks engagement with the pitch deck in real time. This information would be used to iterate and improve the pitch deck for future fundraising.
You can be insight-driven without having to do hard research
Working with LexFast has taught me that findings are not insights.
Findings are descriptions of a fact and insights are the logical reasoning behind the findings.
Simply put — insights are information derived from patterns discerned from observation. Insights are a starting point for innovation.
Acknowledgements
Special thanks to Danielle Moukouri for providing the opportunity to work with LexFast.
Designing for the betterment of people.