About

Legal Design is powerful catalyst for change, that uncovers innovation opportunities by looking at problems and situations with a user-centric mind-set.

Design has long been a transformational force that helps organizations create innovative products, services and experiences that resonate with users. Thus generating something priceless: seamless adoption.

It takes the best lawyers to transcend technique and make it accessible.

Our expert lawyers use plain language, which is a 20 year-old academically recognized method to ensure readability and understanding of documents to the widest number of people. We apply international standards such as EU Guidelines, Center for Plain Language, Clarity International to get rid of legalese, while keeping the exact same legal scope.

Legal Innovation is multidisciplinary by nature.

Our team is composed of Magic-Circle lawyers and seasoned designers from renowned schools (ENSAD, Ensci…), all pioneers in Legal Design.

We also set up partnerships with the best professionals in their field: neuroscience experts to maximize engagement and foster change, or developers to create digital legal platforms and tools. We’re able to quickly set up a best-in-class multidisciplinary team fitting the needs of each project.

Prototyping means failing fast. While unusual to lawyers used to produced perfect final drafts, prototyping is a powerful design technique. It allows us to ensure alignment with our users’ needs, thus seamless adoption.

By our deliverables, we have proven that our Legal Design methodology enables the creation of accessible, actionable and engaging legal documents.

Team Amurabi

We are lawyers. We are designers. We humanize the law.
We don’t know of any laws which impose legal documents to be incomprehensible.
We like to dive into complexity to make it accessible: simple, never simplistic.
We are committed to innovation. Uncompromising. Fully engaged. Responsible.
If the law was an object it would be …
Decoding glasses

Marie Potel-Saville

Founder
CEO

Marie Potel-Saville combines over 15 years of Magic Circle experience at Freshfields and Allen & Overy in London, Brussels, Paris and EMEA General Counsel experience at Estée Lauder Companies and Chanel, along with a Master’s degree in Innovation by Design (ENSCI).

After having seen the results of Legal Design in her own legal division, she founded Amurabi to share its potential: more than a theory, it’s a tool for empowerment. In addition, she is a lecturer at Sciences Po Paris, University of Management of Singapore, Assas and contributes to initiatives of social service (access to justice, civic education, prevention).

The legal industry wants to innovate but does not know where to start. Our approach : users first, tech second.

if the law was an object it would be …
A sculpture

Emilie Lorblanchet Ongaro

Innovation Director

After 10 years in contracting and legal functions working on cutting edge projects in the aerospace industry, she now applies UX principles to create innovative experience for users. She is a creative optimist who likes focusing on how technology can solve problems and enhance legal documents and processes.

She holds a Business Law Degree (DJCE) and MBA with a specialization in innovation.

If law is to be optimized through technology, it must be optimized to meet the need of individuals and organisations who actually use it.

If the law was an object it would be …
A rubiks cube

Juliette Nier

Designer
Plastician

Juliette graduated in 2018 from the Ecole Nationale Supérieure des Arts Décoratifs de Paris (ENSAD).
She loves maps, instructions for use, and all those languages that she describes as “illiterate” – which punctuate her thesis around a multi-media communication, exclusively through images.
Juliette is convinced that today there is a real demand, a real “formal” need to think about texts and other legal supports. It is up to the designer to help the user think better by playing with shapes, colours, formats and technologies!

I see the law as a means of better anchoring design in society and in more concrete, everyday uses.

If the law was an object it would be …
a ruler

Camille Astier

Senior Designer

A graduate of the “École Nationale Supérieur des Arts Décoratifs de Paris” (ENSAD), Camille has worked as an art director and graphic designer, regularly working in the cultural, event and luxury sectors. She has always been interested in objects, their forms and the multitude of meanings that can be attributed to them. In addition to understanding how a communication can be born between individuals and objects, the designer has a certain sense of context, he is able to identify and anticipate formal solutions because he is used to creating uses in his own productions and establishing new approaches. It is this search for clarification and accuracy that led her to launch herself into legal design.

Both law and design have an architectural dimension, it is about building, defining, structuring an idea in order to find a balance and a global coherence centered on the user. Legal design encompasses these concepts both in terms of content and form with the aim of clarity.

If the law was an object it would be …
a difficult armor to put on

Isabelle Vieux

Senior UX Designer

After working for more than 10 years as a UX designer on various projects (connected application for the French Ministry of the Armed Forces, secondary driving screen for Renault Trucks, connected watch application for HelloBank, etc.), Isabelle joined the Amurabi team as a Senior UX Designer.

Isabelle attaches great importance to human interaction, she likes to create simple and elegant paths in close collaboration with the user.

Thanks to her generalist training at the Gobelins school, Isabelle’s expertise covers design workshops, functional prototypes, as well as the different phases of user search

if the law was an object it would be …
a toolbox

Romain Dutour

COO

A graduate of EDHEC, Romain was the right-hand man of the CEO of Gaz de France in Mexico, then financial controller in the sports marketing agency Havas Sports in the early years of his professional life. Entrepreneur at heart, he then founded several companies in SaaS software, mobile marketing, or social networks.  Passionate about digital transformation and innovation, he joined KPMG for nearly 4 years to participate in its digital transformation. He worked on the digitalization of the accounting profession and launched innovative offers on the SME market. He has also been a mentor to young entrepreneurs for many years, and a sparring partner to executives. He is currently supporting Amurabi in its development and structuring.

Law is not an end in itself, it is a toolbox to pick from to find the right tool for the situation. With design and innovation tools, the toolbox is always perfectly arranged and the user knows how to choose the right tool quickly and above all understands how to use it easily.

if the law was an object it would be …
A brain-teaser

Alexandra Ponzio

Artistic director

Alexandra graduated in 2013 with a Master’s degree in Image Communication Strategy (Ecole de Condé, Paris).
Having spent 5 years in a communication and advertising agency, her areas of expertise include luxury, fashion and lifestyle. She is now based in London where she also works as a freelance photographer.
Alexandra loves to experiment and to meet different worlds.
Legal design allows her, in her own words, “to return to the very essence of graphic design, which is to imagine, think and create a communication object accessible to all”.

I take on the challenge to make the law accessible to all through strategic design.

if the law was an object it would be …
a knife

Ben Gao

Senior Designer
Service Design

A full-time life enthusiast, a passionate cook and a world traveler.

With a master degree in Business and Design, Ben has more than 10 years experience at Publicis, AKQA and other top creative agencies. He employs design from a strategic level to solve wicked problems. Combining with entrepreneurial methods, he use design to make vision tangible, ideas desirable, and business concepts actionable.

Having lived in Shanghai, New York, Sweden and Berlin, Ben gains a strong insight into different working approaches and cultural perspectives.

Legal design is to create an experience of trust and alignment.

if the law was an object it would be …
a piano

Domitille De Bazelaire

Senior Project Manager

After graduating from EDHEC and specializing in law, Domitille worked at Theodo as an agile coach to help clients create tech products with high business value. She then went freelance and worked with several large accounts, including Sanofi and Sarenza. She quickly became interested in the more upstream phases of the production phase, that of user research and the design of these tech products and services. She joined the design thinking agency Haigo in 2020, to then work again as a freelancer on strategic design projects, in particular with her collective Design 4 Impact, which focuses on user centricity and research, and product and service positioning.
Her encounter with Amurabi gives her the opportunity to cultivate her appetite for current sensitive legal issues and to bring her expertise in Design Thinking.

WHY NOT COMBINE USEFUL WITH PLEASANT? READ AND UNDERSTANDING A LEGAL TEXT WITH DRAWERS SHOULD SOUND AS PITCH AS A MUSICAL INSTRUMENT.

if the law was an object it would be …
a bone to chew on

Rita

Chief Happiness Officer

A Shepherd Dog born, Rita decided to change her career path to become Chief Happiness Officer at Amurabi.
Concerned about the well-being of the team, Rita makes sure that every employee can play with her or give her little scratches.

if the law was an object it would be …
a stele

Hammurabi

Babylone's King
Pioneer of legal design

His name bears reconciliation: in Akkadian, “the ancestor is a healer”. During a reign from 1792 to 1750, he unified Mesopotamia around Babylon, the cradle of languages ​​and civilizations.
Great manager of his city, he writes one of the oldest known legal supports (+/-1750 Before Christ). His “Code of Laws” is not a document – but a 2 meter high stele placed at the center of the city so that everyone can make it their own. It is in this filiation that we include: that of a law shaped by and for humans, contributing to equality in the City.

MORE THAN A LIST OF LAWS, THIS CODE IS A MODEL IDEAL OF WISDOM AND EQUITY. THE SCRIBE SCHOOLS ARE THERE REFERENCE FOR OVER A THOUSAND YEARS.

Amurabi has a unique know-how: an extensive experience of global organisation’s legal divisions and cutting-edge design skills. This, coupled with their ability to leverage insights from previous projects helped us create a truly user-centric tool.
ISABELLE DERVAUT-BLAVET
Legal Operations & Transformation Director
at Renault

Our partners

If the law was an object it would be …
A Kayak

Dominique Ashby

Driven by a common passion for continuous improvement and innovation, we have been working with Dominique, founder of neuro@work on several Digital Transformation projects.
Drawing on her background in neuroscience, Dominique designs change programmes that put the human mind front and centre, to ensure transformation objectives fully connect and embed within the workforce. She focuses on understanding of how the human brain reacts to new systems and forms new working habits. This knowledge is applied in the strategic planning and roll-out of change programmes, to minimise resistance and realise sustainable behavioral change in the workforce. Her extensive experience of working in global organisations, allows her to have an insight into common operational challenges and proficiency in designing solutions to overcome them.

If the law was an object it would be …
a key

Mathilde Da Roca

PhD in Cognitive Neurosciences

With a PhD in Cognitive Neuroscience, Mathilde specializes in human-centered design.

After 7 years in the automotive industry and at a design agency, she now leverages her theoretical and technical knowledge in the definition of systems based on usage contexts and user experience. Participatory design is one of her preferred fields. She also works as a lecturer and is involved in scientific research activities.

In her own words : “Legal Design is moral and pragmatic. Making the law accessible for greater efficiency.”

If the law was an object it would be …
a LEGO box

Fabien Chevillon

Expert Financial Advisor

Expert in financial engineering for 20 years (ABN AMRO, HSBC, BNP Paribas, Natixis), game designer for 10 years (Ravensburger, Djeco), and a lifelong traveller, Fabien is a creative person with a passion for innovation.

He graduated from ESCP Europe Business School and the Executive MBA TRIUM (HEC, LSE, NYU).

In his own words : “Legal Innovation by Design is a playground where complex legal & financial concepts are made accessible thanks to clear rules and in depth analysis.”

THEY TRUST US
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