UI/UX and communication redesign for a legal tech SaaS

Client

DPK.bg

Year

2025

Duration

2 months

Tools

Figma + Adobe CC + Klaviyo

Overview

DPK offers legal services for registering and managing Variable Capital Companies (VCCs) — a new legal structure aimed at Bulgarian entrepreneurs and investors. The project’s goal was to redesign their outdated website, clarify the service offering for non-lawyers, and unify their digital communication across web, email, and social channels.

I led the project’s creative direction — from UX and UI redesign to tone of voice definition, content writing, email campaign creation, and visual consistency across all touchpoints.

The Challenge

The original website had a complex structure, inconsistent tone, and dense legal language, which made it difficult for visitors to understand the offering or take action. The communication ranged from bureaucratic to casual, lacking a clear, trustworthy tone.

Key challenges:

Explaining a new legal concept to users with no legal background
Serving a broad audience: startup founders, investors, and corporate clients
Avoiding mass exposure while still converting the right clients
Creating cohesive visuals across digital channels
Building content in two languages (Bulgarian and English)
Aligning messaging with a clear brand voice

Process

1. Audit & Strategy
We began with a full audit of the existing site, user flows, and tone. I interviewed the founders to identify key bottlenecks and audience blind spots—especially confusion around what a VCC is.

2. Information Architecture
Restructured the sitemap and key page layouts to guide users more intuitively, highlighting clear CTAs, user types, and pricing differences.

3. Copywriting & Educational Framing
Instead of relying on dry legal language, we rewrote core content to focus on outcomes and real-life use cases—making it easier for users to understand what they get and why it matters.

4. Email Campaigns (Live)
Created onboarding and educational email flows on Klaviyo, along with bi-weekly updates. These nurture users with legal clarity, practical tips, and service benefits.

5. Social Media Content (Live)
I designed modular content packages for Instagram and LinkedIn to build awareness and maintain a consistent brand presence. Messaging focused on explaining the concept of VCCs in plain language.

6. Developer Handoff
Once the web design was finalized, I worked closely with developers to ensure smooth implementation of layouts, microcopy, and page logic.

Solution

The redesigned platform aims to build trust, inform clearly, and prompt action — all while keeping the experience lean and approachable.

Key deliverables:

Reorganized UX structure with better flow and CTA placement
Defined tone of voice: professional, clean, and human — no fluff, no jargon
Full website redesign, mobile-first and fully responsive
Custom imagery for visual consistency across channels
Email campaign design & copy aligned with updated tone
Visual overhaul of blog content and beginning of a cohesive social media design system
SEO-ready copy structure with clean page hierarchy and internal linking