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Form Follows Function

By November 4, 2018 November 5th, 2018 No Comments

The Importance of Good Design

Frequently overlooked – the form and content of class materials determine the way that class members interact.    In e-commerce – consumer engagement is the gold standard – and marketers learn everything they can from big data and their peers.  See www.reallygoodemails.com for great examples of how this has impacted email marketing.

Simple changes in design impact how class members interact with information regarding a settlement or litigation.  The best example of this is the continuing evolution of mass tort law firms websites.

Click on the sliders below (in the middle of the images) to see some of these changes as they apply to class notice.

Before
As a matter of practice, notices were converted to e-mail while preserving the original paper content – without thought for the user experience.

Best Practices
Presented with the same information, the rate at which class members opened the notice increased by 170%, the rate at which they “clicked through” to the settlement website increased by 380%.

Website Design Influence Engagement

Before
As a matter of practice, notices were converted to e-mail while preserving the original paper content – without thought for the user experience.

Best Practices
By structuring a settlement website around the class member experience – with clear and conspicuous  calls to action that are viewable on multiple devices (computers, tablets, or phones) consumer participation in settlements can increase by up to 300%