Orange had launched an ambitious transformation project of its legal division, by developing a dozen of new services and tools for the 700 in-house lawyers around the world. Beyond “doing ever more with ever less”, the point was also to regain satisfaction and comfort at work for all lawyers, and obviously to better serve internal clients.
To do so, the Legal Operations Division at Orange applied a user-centric process to create the services and tools: they had identified personas, user journeys, had prototyped solutions and tested them.
The challenge was to ensure that the 700 lawyers at Orange would seamlessly adopt these tools: Orange came to us to create a user-centric “document” to explain the project, and a user-centric roll-out plan to ensure swift ownership.
User-centricity full-on! And because change management was key, we teamed up with the awesome Dominique Ashby, an expert in change management based on neuro-science.
Together, we conducted 2 rounds of user interviews, aiming at identifying their perception of “tech”, “new tools”, cultural aspects at Orange, possible hurdles and users expectations.
“Seeing is believing”, they told us. We couldn’t agree more. Thus, we created a one-page key visual to announce the project, focusing on user benefits. The form of the visual itself suggests positive change and thrive of the legal division. We also created a full project identity, with a name and a logo, reflecting “legal shining and growing”, as well as an internal website presenting each of the tools and their benefits for users.
“The concrete result is a key and long-lasting asset for the Legal Division at Orange. It’s an internal website which immediately generated emotion among users & created the expected leverage effect to generate engagement with new tech tools and new ways of working.
In my view, Legal Design is inherent to the transformation of legal divisions: it is both tailored and key to legal change management. ” Thierry Perrouault, General Counsel in charge of Innovation within Orange’s Legal Division
Find Thierry Perrouault’s full interview on our blog