< Work|DocDraft

Building DocDraft: AI-Powered Legal Support for Small Businesses

DocDraft set out to be the first AI-enabled general counsel for small businesses: a "TurboTax for legal help." As founding designer, I designed the product from 0 to 1, designing an AI-guided, trust-first experience for people navigating legal matters with no in-house counsel and no easy alternative.

At a glance
ROLE
Founding Designer (Design & Product)
INDUSTRY
Legal AI
PLATFORM
Web and Mobile
TIMELINE
11 months
TEAM
3 co-founders (CEO, CTO, Legal), 2 senior engineers, marketing lead, 2 partner lawyers
IN 11 MONTHS

Results

CUSTOMERS
900+
(70% growth
month-over-month)
in 11-month period
ORGANIC TRAFFIC GROWTH
3,654
from 54 over 4-month period
NEW CUSTOMER ACQUISITION
60–100/wk
Grew from 1–2 per week
LEGAL DOCUMENTS
6000+
85% unique types
ARR
$130K
80% month-one retention
FEATURED SCREENS

What shipped

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DocDraft product screenshot
LEADING THROUGH IT

Key Stages

INSIGHTS AND PRINCIPLES

What Made This Work

A structural idea, not just a UI treatment

stepwise, adaptive questionnaires let DocDraft serve the long tail of legal needs, something fixed-template tools structurally can't do

Trust engineered into the flow, not bolted on

a human lawyer was always one step away, at every stage

Founder-level ownership

Founder-level ownership — as sole designer, shaping product direction alongside engineering and legal from day one

Radical transparency

showing the process before asking for commitment consistently outperformed hiding complexity