FOUNDER-LED STARTUP / WEBSITE REDESIGN
Clerkwell.
A clearer story for an office service powered by AI and reviewed by a human.
Visit Clerkwell
Explain the service.
Earn understanding.
Clerkwell is my uncle’s startup concept for administrative support for solo and small-firm immigration attorneys. I redesigned the website to explain the service and make the relationship between AI, a human office manager, and the attorney easier to follow.
The business idea and service model belong to the founder. My work is the website redesign: visual direction, content hierarchy, page structure, and interactions.
A person behind
the promise.
Begin with the attorney’s problem
The opening connects to the burden of running an office, then explains which tasks the service handles. It gives the audience context before describing the technology.
Make human oversight visible
Clara gives the service a human point of contact. The page explains the sequence: AI prepares the work, Clara reviews it, and legal decisions stay with the attorney.
Answer the trust questions
The “Your firm stays yours” section separates the firm’s brand, client relationships, funds, and legal judgment from the administrative service. Pricing, onboarding, and FAQs appear later in the story.
Give the story a coherent visual setting
Botanical imagery, restrained green accents, and spacious typography connect the sections. Motion supports the introduction of Clara and the work around her.
The redesign,
in context.
This case study documents the published website and my design contribution. The task examples and service statements on the startup’s site are business messaging; they are not measured outcomes from my redesign.
I would next test whether an attorney can explain the service after a short visit, identify who reviews the work, and understand what remains under their control.
Conversion changes and user research findings have not been measured for this case study.