Marketing.Jus: proposta de site baseada nos princípios do User Experience (Experiência do Usuário)

Abstract

This research has as its main role the collaboration for the recognition of legal professionals in the digital environment. Furthermore, in the field of advertising, the project contributes to knowledge regarding User Experience (UX), Design Thinking, and the importance of learning these tools for the application of market solutions and strategies capable of addressing the problems of the absence of strategic websites and their lack of quality. Because of this, this project aimed to develop a website capable of meeting the main needs and questions of legal professionals. To achieve this, a hypothetical-deductive method based on Popper (2002) was adopted, through bibliographic and exploratory research from Gil (1987), with a qualitative approach, according to Denzin and Lincoln (2006). In this sense, the ideation and prototyping of the website were based on the Design Thinking methodology grounded in Kelley (2019). Regarding research supported by the concepts of User Experience (UX), Norman (2006) was used as a reference. As a result of this project, Marketing.Jus emerged as a way to help improve the creative blocks of legal professionals in content creation, contributing to learning about marketing strategies through digital networks. Consequently, it was concluded that the development of a website based on user experience is important, focusing on simplicity and accessibility to address the main questions and problems faced by these legal professionals regarding legal marketing in the digital environment.