Defining LegalZoom’s product vision to guide the company’s evolution into a SaaS platform
Product vision • Platform strategy • Executive alignment • Cross-portfolio synthesis
LegalZoom
Project context
Customer problem
Small business owners came to LegalZoom for business formation but lacked clarity on how LegalZoom could support them beyond that moment. The experience felt transactional and fragmented, making it hard to understand the ongoing value of LegalZoom’s products and services.
Objective
Define a clear, compelling product vision that aligned LegalZoom around delivering immediate and ongoing value to small businesses, and guided the company’s transition from transactional services to a product-led SaaS platform.
My role
Principal product designer leading vision definition and orchestration, responsible for translating executive- and org-level ambiguity into a shared end-to-end product narrative, customer journey, and north-star artifact used to guide product strategy and execution.
Key decisions made
Business model evolution
Led cross-functional discovery to surface leadership assumptions, customer problems, and future-state ideas, then synthesized them into a cohesive end-to-end small business journey.
Outcome
Aligned product, design, engineering, and executive leaders around a shared understanding of how LegalZoom delivers ongoing customer value.
Vision as strategy
Defined and led a week-long vision sprint to identify moments that matter, shape executable customer journeys, and guide teams from abstract strategy to concrete experience narratives.
Outcome
Produced a clear, compelling north-star artifact that rallied the organization and guided product strategy for the next two years.
