Amica

Improving the online experience for separating couples.

Problem 

Amica is an online app to help couples in Australia to separate more easily and affordably. Designed and developed by Portable in partnership with the Legal Services Commission of South Australia (LSC) in 2018, Amica uses data science to help couples divide their assets and child care responsibilities fairly. In late 2021, the Amica website was in need of optimising in order to help users to understand how the app works and if it would be suitable for their situation.

Solution 

I partnered with a Legal Designer at Portable and with a lawyer from LSC, together we defined what aspects of the website needed to be prioritised in order to streamline the online experience. Next, we conducted a focused content audit of our priority areas, this included the website’s information architecture (IA). This gave us an overview of where new content was needed to address user needs.

Next, we set to work designing content that helped to both engage new users and retain existing ones. Throughout the process, we validated and refined the content with LSC in a content workshop and informal working sessions with the project team. 

Impact 

At the end of the project, Amica had a refreshed marketing website that more closely aligned with the Amica product brand and UI, creating more harmony and consistency between the two experiences.

Read the full case study here.