Allegory

Disrupting litigation by design

User research
Business design
Brand identity
Service design
Interaction design

Challenge

Allegory is a legal tech platform created by visionary lawyer Alma Asay, who saw an opportunity to modernize litigation: an antiquated, inefficient and paper-dependent process. When Alma came to Openbox, her beta product was missing deep user-centered feedback to push it forward. She engaged us to not only improve the product but make it more appealing for investors as well. Ultimately, her goal was to articulate a value so clear that Allegory would be quickly acquired—and with our help, that’s exactly what happened.

Outcome

Openbox gave Allegory a thorough transformation: we refreshed the Allegory brand, redesigned the digital tool, and reimagined the sales process and business design of the organization.

Support radically different users

By immersing ourselves in the legal field—interviewing and shadowing lawyers, in-house counsel and court clerks—we learned that Allegory actually had many different users with different needs within the platform. Six clear user types emerged, and we rapidly prototyped different approaches to learn what worked best for each one. We then developed a modular system that allowed users to customize their dashboard with the tools they needed most, and to allow the system to easily scale as new tools were developed over time.

Facilitate complex team work

Because legal teams often work asynchronously, we designed product features to help facilitate seamless knowledge transfer between teammates, including clear task lists, a progress bar that tracks multiple deadlines, ways to surface evolving case themes, and tools to track changes in real time.

Image courtesy of some plants.

Make pitches plug-and-play

Once Allegory’s product was solid, we turned our attention to the sales pitch. By shadowing the Allegory sales team and speaking with potential customers, we realized the Allegory pitch needed to shift from a features demo into a customizable conversation to address specific customer needs. So we designed a suite of pitches that the sales team could adapt for the diverse user groups they typically talk to within a single law firm.

Image courtesy of some plants.

Activate ideas with a strong go-to-market look

We codified the Allegory stories and strategies into a comprehensive sales tool called the Activation Guide, which included the evolved logo and identity, alongside pitch decks and messaging guidelines.

Image courtesy of some plants.

Impact

By partnering with Openbox, Allegory’s founder now had a user-tested, user-verified product—along with the right pitch to sell it. One month after working with Openbox, Alma became the first woman in the legal tech space to have her company acquired by a global legal services provider.