Creating LegalZoom’s First Motion System
Web · iOS
Turned a previously static product into a more expressive, responsive experience with shared animation rules across 22 reusable components.
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Dyslexia-friendly
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Rachel Connelly
Senior Product Designer
I’m a product designer with 7 years of experience across agencies, large technology companies, and data visualization studios. I’m motivated by solving complex problems, learning new skills, and working as a team to make something better than any one person could alone.
Selected work
Creating a New Identity in Three Days
Brand · Web · iOS
Created the visual identity for a new LegalZoom online bookkeeping SKU during a three-day offsite, from logo and motion to product applications.
Turning Mobile Friction Into Revenue
Web
Redesigned LegalZoom’s LLC questionnaire to create a faster, more intuitive mobile experience and remove conversion barriers impacting new-business revenue.
Doubling Attorney Booking Conversion
iOS
Redesigned how LegalZoom customers find and book time with an attorney, increasing completed bookings from 23.4% to 52.8%.
Visualizing the Drivers of Deforestation
Web
Designed an interactive data platform that makes the relationship between commodity production, supply chains, and habitat destruction easier to understand.
Creating an end-to-end Experience for a Medspa
Brand · Web
Partnered with a Kirkland medspa client to shape its visual identity across logo, photography direction, printed materials, and website.
A Book of Stories, Recipes, and Home
Print · Editorial
Designed a collection of immigrant stories and family recipes, creating a visual language that connects personal histories with the food and traditions that carry them forward.
Can a Book Behave Like a Dream?
Print
Turned three months of dream data and collage into a 111-page book that gradually shifts from structure and clarity into distortion, representing the stages of sleep.
Turning a decade of financial plumbing into three clear screens now used by 40,000 businesses.
Role
Staff Product Designer, Lead
Timeline
2023 — Present
Platform
iOS · Web
Team
Webinar
View webinar
app.example.com
The Problem
LegalZoom offers premium LLC customers access to attorneys and compliance concierges who can help with business questions and tasks.
But customers weren’t using the service to its full potential.
The entry point was buried in a uniquely styled tab at the bottom of the page called “Experts Access.” This made an important paid benefit difficult to discover and understand.
Customers were paying $49/month for access to experts, but the experience wasn’t making that value obvious.
Before
The access point for this scheduler was quite buried. It was under a vague tab, on the bottom left side, called “Experts Access”
The home canvas is spent on order status and compliance tasks. A consultation the member already pays for appears nowhere.
Where the new components landed
Talk to an Attorney
Get Full-Service Support
Old shortcut, retired
Interactive prototype
— click through the real flow
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Talk to an Attorney
Unlimited consultations on new legal matters
Deborah B.
37 years of experience
You have access
Upcoming
1 of 2
The Attorney will call you
Starting & Managing Your Business Consultation
Thursday, Feb 19
10:00 AM | 30-min
Today
TG
WITH
Tyler S. Gibson
Upcoming
1 of 2
The Attorney will call you
Trademark & Copyright Consultation
Monday, Feb 23
2:00 PM | 30-min
In 4 days
AS
WITH
Aaron F. Smeall
Get Full-Service Support
Unlimited Business Manager Support
See all services →
DEDICATED COMPLIANCE MANAGEMENT
ANNUAL REPORTS, AMENDMENTS & FILINGS
INITIAL BUSINESS REVIEW & PLAN
Your compliance, handled by a dedicated manager.
What's your legal question about?
For My Business
Intellectual Property
For Me & My Family
Choose the state for your legal matter
California
Meet with a California Attorney
America/Los Angeles
TG
Tyler S. Gibson
Business Attorney · Licensed in California
4.9(80)
Thursday, Feb 19
Friday, Feb 20
Monday, Feb 23
See more availability
AS
Aaron F. Smeall
Business & Litigation Attorney · Licensed in California
4.7(93)
Thursday, Feb 19
Attorney Profile
TG
Tyler S. Gibson
Business Attorney · Licensed in California
4.9(80 consultations)
Tyler advises early-stage LLCs on formation, ownership structure and state compliance. He has practiced business law in California for eleven years.
Practice areas
Business formation, compliance
Years practicing
11
Bar admission
California, 2014
Languages
English, Spanish
Most requested for
Review LLC setup
Ownership & structure
Registered Agent
Optional Notes and Attachments
Notes
Attachments
Drag your file here
Max file size of 50MB
This matter involves other parties
Provide names so your attorney can check for conflicts of interest.
Information provided to LegalZoom is not protected by attorney-client privilege.
Review and Confirm
TG
Tyler S. Gibson
Business Attorney · Licensed in California
Property Consultation|Phone Call
Feb 19, 2026 at 10:00 AM
Contact Info
First name
James
Last name
Morrison
Phone number
(415) 318-6473
Email
james.morrison@email.com
Your consult is confirmed
Thursday, Feb 19 at 10:00 AM PT
Consult #NXYC50130
Duration30 minutes
Phone(844) 593-9850
AttorneyTyler S. Gibson
TopicStarting & Managing Your Business
How to get ready
Great news, you don't need to do anything to prepare. Your expert will guide you through the call.
Add to calendar
The redesigned flow as a working prototype. Click through it, or jump to any single screen.
What the new components added
01
Schedule a consultation
One primary action on the card, in the same place in every state.
02
Message an expert
A direct line to the attorney or business manager without booking time.
03
See available topics
Rotating pills show what experts can help with, and open the scheduler with that topic selected.
04
Unlimited, stated up front
“You have access” and “unlimited consultations” sit on the card itself.
05
Manage upcoming consultations
One or many appointments stack on the card, with arrows to move between them.
The Results
Conversion from Expert Access to a scheduled attorney consultation more than doubled.
Previous experience
23.4%
782 entered
183 scheduled
Redesigned experience
52.8%
290 entered
153 scheduled
What Customers Used Most
Three topics account for roughly half of all consultations booked.
Review LLC setup
27%
EIN & Registered Agent guidance
12%
Ownership & business structure
10%
These insights showed which kinds of expert support LLC customers value most, and where discoverability could improve further.
The Opportunity
We needed to make expert services easy to find, easy to understand, and easy to use.
The goal was to bring the full value of the service closer to the customer and make it clear that they could schedule consultations whenever they needed them.
What We Needed to Solve
The new experience needed to account for several customer states:
Not entitled
Help customers understand the service and how to get access.
Entitled, no appointments
Make it immediately clear how to schedule a consultation.
One appointment
Show upcoming appointment details and make additional consultations easy to schedule.
Multiple appointments
Help customers understand and manage their upcoming consultations.
We also needed to make several capabilities easy to discover:
Schedule an attorney or concierge consultation
Send a message to an expert
See which topics experts can help with
Understand that consultations are unlimited and there is no cap on how many customers can schedule
Every screen in the flow
How it was built
Process
The challenge
The insight
The approach
Key decisions
The outcome
40,000
businesses onboarded
2×
faster setup
4.8
App Store rating
What I learned
More work
Rachel Connelly
Resume
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I’m a designer who likes asking “why?” almost as much as I like building.
I started out in visual design and now work across product, strategy, and systems. I also have a soft spot for motion and interaction.
I care a lot about understanding who I’m designing for. What do they need? Where are they getting stuck? What would make this easier or just a little better? I like talking to users, working with clients, and digging into the problem before jumping into a solution. Then I try to make the solution as simple as it can be.
Outside of design, I’m usually learning something or making something. I’ve been leaning more into photography, creating music, experimenting with AI tools, cycling, and cooking.
Currently learning
Bike maintenance
Guitar
Mixing & producing
More about me
What coworkers have said
A collaborative partner
Rachel's partners really love working with her. She is extremely collaborative, highly organized in the way she shares work, and brings great energy into every room she's in. She's always willing to jump in to help and people notice.
Exceptional craftsperson
Rachel's experience as a designer and maker shines. She comes up with new ideas, executes flawlessly, and contributes motion craft that makes her a singular asset on the team. Her peers deeply admire her as a craftsperson and a true creative.
A true teammate
Rachel has already had an enormous impact on her fellow designers. She's always engaged when others are sharing work, providing crucial feedback. And she's always available as a thought partner. She has grown the craft of those around her (including me!).
rconnelly1
45 contributions in the last six months
Latest: 11 commits in legalzoom/my-lz
LessMore
I’ve been learning to code and exploring what happens when design and AI-assisted development start to overlap.
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