Improving HelloLaw's trustworthiness online: Development of digital strategies that will promote the credibility of HelloLaw online.

Abstract

This project thesis focuses on an online legal service provider named HelloLaw, the main venture from Justix GmbH, with the aim to improve their trustworthiness. The main objective of this project is to develop digital strategies that with promote credibility in the market. In Chapter I, the goal was to define the situation of HelloLaw, introducing the company and their business model to have a clear notion of the value proposition. The situation was defined with the development an external analysis that let us identify the company as a disruptive one, the situation of the market and the consideration of Ligo as the main competitor in the market due to the similarity in the value proposition. After making a situational analysis we had enough insights to proceed with the development of Chapter II, where the main goal was to identify the perception of the brand in the Dutch market. The perception of the brand value proposition was based on quantitative data recollected through a survey made by HelloLaw to 2000 customers and the results of 283 NPS results. Also, in this Chapter 229 responses from 30 different countries were collected from an open form that allowed to define what user consider as important trust elements in a website in the moment of acquiring a service or buying a product online. With the analysis of the results obtained in the previous Chapter, we continue with Chapter III, where digital strategies were recommended for HelloLaw focusing on 2 main objectives. The first one was the promoting of trust in the market, which consisted in strategies that will allow the company collect social proof online and develop credibility, these strategies are possible to implement in a short period of time of 6 months. The second one focuses on improving the performance of the business in general, by proposing a change in the revenue stream that will enhance the profitability if the company but due to the complexity and number of stakeholders involved these strategies are considered to take a longer period of time of more than 1 year for implementation.