MAY - AUGUST 2023
TRANSFORMING THE LEGAL IMMIGRATION JOURNEY:
STRATEGIES FOR A SATISFYING EXPERIENCE
This research is focused on understanding the experiences of those seeking immigration legal services to identify their challenges, needs, and aspirations. By exploring these factors, the study seeks to improve the overall experience for individuals seeking immigration legal assistance.
UNDERSTANDING THE IMMIGRATION JOURNEY
My inspiration for this project stemmed from my experience working at a law firm. As a member of the marketing department, I consistently received numerous complaints from individuals expressing frustration with our services. They expressed feeling deceived, particularly because the lawyers couldn't guarantee a successful outcome for their immigration processes. My fundamental assumption centered around the hypothesis that lawyers needed to improve in effectively communicating the intricacies of the process to their clients. Moreover, the professional relationship between lawyers and clients felt distant, resulting in clients feeling confused, directionless, and unsupported during their asylum application journey in the United States.
THE RESEARCH METHODOLOGY
I chose to apply the Double Diamond research theory to thoroughly understand individuals' behaviors and needs when seeking immigration legal services. This encompassed identifying their preferences, requirements, frustrations, challenges, needs, and aspirations. The project spanned over four months.
By adhering to this research methodology, the project aimed to formulate impactful strategies that would ultimately elevate the experience for individuals in search of legal immigration services in the USA.
DISCOVER: GATHERING INSIDES
During the DISCOVERY PHASE, To kickstart my research, I started with the discovery phase, where I delved into existing literature, to comprehend the motivations and sentiments of those seeking immigration help. Through my exploration, I read a multitude of articles that provided insights to address my project inquiries.
What are the key challenges and obstacles faced by individuals when searching for information about immigration?
How can a more streamlined and satisfying legal immigration journey be achieved?
Next, I proceeded to conduct a competitive analysis, delving into the tools currently employed by law firms in the immigration market. This endeavor illuminated the barriers, preferences, and concerns intertwined with the immigration process.
Subsequently, I executed a survey targeting individuals who had previously sought legal assistance for immigration. This enabled me to glean firsthand insights into their journey, the hurdles they encountered, their decision-making process, and their overall contentment with the legal support they obtained. In addition, I organized a interview with an immigration lawyers to tap into their perspectives on the services they provide.
DEFINE: ANALYSIS AND SYNTHESIS
During the DEFINE PHASE, I delved into meticulous data analysis to understand the core problem I aimed to solve. Afterward, I carefully analyzed the combined insights I had gathered from the discovery phase. This analysis helped me fully comprehend the current situation and pinpoint areas for improvement in the immigration application process. This thorough analysis provided me with profound insights into the challenges immigrants encounter, enabling me to establish clear perspectives based on their experiences.
To foster empathy within my project, I developed three personas inspired by the most prominent character traits observed in my survey participants.
Navigating immigration legal services is a multifaceted challenge, especially when many immigrants approach it from positions of vulnerability. This project arose from widespread misconceptions and dissatisfaction with existing immigration services, highlighting an urgent need for innovative solutions. Central to my research is the aspiration to improve the experiences of those seeking immigration advice. In a digital landscape teeming with misinformation, which often prompts individuals to risk their lives and make costly errors, my primary goal is to provide trustworthy and easily accessible resources for those navigating the immigration labyrinth.
DEVELOP PHASE: IDEATE
During the IDEATE PHASE, given my participants' preference for maintaining anonymity, I opted not to conduct a traditional ideation workshop. Instead, I administered a second survey that honed in on the specifics of immigration information-seeking behaviors. This survey provided valuable insights into the methods and processes participating immigrants employed when looking for immigration information and pursuing asylum. Such insights were instrumental in shaping the "customer journey" for each of my user profiles.