Dadsun is a legal platform that helps users find suitable lawyers. Dadsun has successfully served 50,000 users with a satisfaction rate of 92%. Currently, Dadsun has around 10,000 daily visitors, most of whom land on keyword pages. There are around 2,000 daily CTA clicks, of which 200 users successfully complete registration, the first step of the flow. However, fewer than 10 of these 200 users proceed through the request submission process.
After graduating from the UI/UX comprehensive course and completing my first UI/UX project, it was time for me to find a full-time job to gain more experience in this field. But I had a significant problem—my self-confidence was very low! During this period, I tried to create a good resume that could convince employers that despite my limited experience, I was a good fit for these jobs. In this resume, I listed everything I had learned that could make me a better UI/UX designer and presented some challenges I had solved. One of my friends sent me a job offer from Cheshme Republish. The role wasn't very clear, but I thought this could be a good opportunity to test how interesting my unconventional resume was to recruiters.
Long story short, they accepted me! This inspired me to post my resume on Twitter for feedback from my social circles, who were working in this area, and guess what? Hossein Malekalaii, the designer of Dadsun, saw it and told me he was interested in me. He invited me to officially send my resume to Dadsun.
This is why I’m always so excited to tell my story about joining Dadsun 😁.
Dadsun was my first full-time job.
I can divide my experiences at Dadsun into four main parts.
Dadsun was a huge project with four different dimensions: 1. Users, 2. Lawyers, 3. Digital marketers, and 4. The Admin panel.
The area where user experience mattered most was definitely on the user side, which was divided into two sections: public pages and user dashboard pages. The current designs were created on XD and were only accessible on Zeplin. Hossein guided me through the designs, showed me how to find the pages I needed, and gave me the space to explore them and get a feel for the style. At the same time, I was supposed to report any issues and bugs I encountered during this process.
At this stage, Hossein and I had a meeting to discuss whether we should switch to Figma or continue with Adobe XD. We analyzed the pros and cons of each and considered how changing the app would affect our process. Although we were more experienced with Adobe XD, we decided to move to Figma due to its interesting features, like Auto Layout, and its potential in design system development.
The first step was to import our design system into Figma. This involved defining our colors, typography, and basic components like buttons and input fields. From then on, constant improvements to the current pages were always happening in the background. These improvements came to us as tasks from the backlog during each sprint, chosen by priority and estimated time.
There were some analysis tools (such as heatmaps, GA3, and Heap) available on the website. Hossein gave me a brief introduction, and I started to dive deeper into them to learn more about how we could use them. At some point, we needed to place tags on different buttons on the website to gather a wider variety of data. After a few months, we felt we lacked access to the data stored in our database, so we came up with the idea of using BI tools. After consulting with our back-end developer, we decided to install Metabase. Learning how to use Metabase was another challenge that pushed me to learn more about SQL so I could independently generate various reports based on our needs. At this point, we were able to answer many questions we had about user behavior on our website.
The main funnel that was developed to convert visitors into customers had not been updated since the MVP version, and many improvements could be applied. For example, we observed a high drop-off rate after the first step of the flow, which required proper investigation to understand the reasons and find solutions.
Alongside this, I soon became concerned with business problems. Dadsun’s motto was, "We help you find a specialized lawyer in your needed area." Meanwhile, our direct competitor was more like an e-commerce platform for lawyers—crowded landing pages, many advertisements, and a plethora of options. On paper, based on the paradox of choice, we should have been more successful, but they did a good job of keeping the funnel short and simple. Better SEO was another strength of theirs, achieved through various blogs that, while not necessarily helpful in terms of content, were valuable to Google crawlers.
To be fair, I should mention our strengths as well. We categorized lawyers more specifically. We also had strong customer service that would call clients after they submitted an application and stay in touch until the end of the process. These customer service representatives had studied law and were fully knowledgeable about different aspects of the field. In short, they helped clients find the most suitable lawyer for their case.
With this knowledge, I began to ask myself: Are we presenting ourselves well enough? Are we emphasizing our values? How can we introduce ourselves better? And ultimately, do we even have the right values? Shouldn’t this be easier?