Increasing weekly active users by 3x for a legal AI assistant built for non-legal teams.

Case study coming soon.

problem

Small businesses face significant barriers when accessing legal support—traditional legal services are expensive, intimidating, and time-consuming. While Veraty's legal AI platform offered legal document creation and advice capabilities, the existing interface relied on questionnaires and traditional inputs that felt outdated, leading to lackluster user engagmenet and poor quality customer feedback.

insight

Legal AI should feel like a guided conversation with a knowledgeable expert, and not put expectation on non-legal experts to know how to navigate complex and nuanced legal issues, which documents they need, or to fill out complex forms.

Impact

Users reported feeling more confident navigating the platform. The founding team noted a 3x increase in weekly active users and significant increase in positive user feedback. I reduce design debt through systematic approach to reusable patterns for future AI-driven features, and established a lean design system for continued, more efficient product development.

Business impact and lessons learned...

AI interfaces require fundamentally different design principles

Success came from embracing AI's dynamic nature rather than forcing it into traditional UI patterns. The most effective solutions leveraged AI's contextual intelligence to create adaptive, personalised experiences.

Balancing magic with transparency

While users expect AI to feel "magical" and increasingly intelligent, they need to understand what's happening behind the scenes—especially in legal contexts where trust is paramount.

Speed and systematic thinking aren't mutually exclusive

Working within startup constraints taught me to rapidly prototype and validate AI interaction patterns while building scalable design foundations for future development.

"For a short 3 months, we welcomed Sarah to the team, bringing a wealth of design knowledge & best practices, which has shipped to our customers and the numbers are speaking. Veraty is more intuitive, engagement is up, and we've been receiving more feedback than ever."

— Founding Engineer, Veraty

Contact

sarahcfleetwood@gmail.com

WorklinkedInResume

I believe great software is made of a thousand tiny good experiences, so I'm someone who sweats the details but will balance this with pragmatism for the sake of iterative prototyping, idea validation and meaningful progress. My experience shows me curiosity will always lead you to the right solution, so long as you work backwards from the customer problem.

I love working with ambitious but humble teams who will embrace genuine collaboration and have an understanding that the best ideas are shaped by everyone's input. I’ve recently relocated to Austin, Texas and am open to new opportunities. Please reach out to discuss anything! I'd love to hear what you're working on.