Kelley | Uustal
Kelley | Uustal is a personal injury law firm and national leader in consumer advocacy. K|U has developed a reputation for taking on the hardest cases to trial, fighting for the Davids against corporate Goliaths. Like a Hollywood movie, K|U helps people who have experienced life-changing events, often driving ethical changes in big business. Despite their unique approach and reputation, they struggled to stand out among more common personal injury firms. K|U identified Peopledesign as the best strategic partner to help the organization move forward.
Peopledesign worked with the K|U leadership team to understand their strategic goals and challenges. Through market, trend, and user research, we sought insights to inform a new position that would better reflect how K|U adds value.
Unlike in smaller transactional injury cases, people who experience catastrophic losses are seeking emotional closure – not just money. It's about a personal victory. Not only is K|U built to manage the longer-term commitment required for real justice, but the K|U team also has a genuine passion for partnering with victims on their journey. Peopledesign also identified future paths for delivering value through customer experience through service design. We mapped plaintiff stages of grief to the K|U customer journey, leading to more go-to-market insights and ways of adding more value through emotional and educational support.
Through a multi-year partnership with K|U, Peopledesign focused on business, brand, and service design issues for both plaintiff clients and referring attorneys. The new K|U program includes targeted brand narratives, business systems, client onboarding kits, photography, video, building graphics, website, and more. A digital advertising campaign features a series of short documentary films that help tell the K|U story through the lens of their customers.