Completed in 2019

Understanding user insights to better deliver Clio's brand story and products to prospects and customers. 

UI Designer & Strategist 

Lead design by Alejandra Porta
Other designers on the project: Renee de Valle and Jeff Bates

Clio’s website to better reflect Clio’s growth and market leadership. The website is a key asset in driving Clio’s growth. A high percentage of the company leads enter the funnel through it, and as we neared a big product launch, it was crucial that Clio’s website was addressed.

This project was more than changing the UI. It was a multi-disciplinary effort, where all of marketing teams collaborated to achieve the main goal of launching Clio's new website by end of January 2019. During the process, we went through a content audit, brand audit, moodboards to guide the art direction, wireframes, site map, user experience research, UI design of components, and much more.

The Process

This was a huge project at Clio and we hired an external UX designer to support the team. My part was mostly involved in the UI and brand, but it was crucial to work closely to the UX designers to ensure alignment on our target audience. Our timeline for this project was short – around 2 months –, including brand and content audit and user testing. It was important that all parts were working harmoniously so project deadlines weren't delayed. We wanted to ensure continous user testing throughout the project to understand how our target audience would make a decision on which practice management software to choose from.

Strategic Focus


Perform a content audit,  restructuring and component-base website development to better support marketing and SEO goals.

Address website way-finding with our ideal target audience in mind to improve prospect task completion and lead conversion.
Brand and Design System

Audit and update our brand to better demonstrate Clio's value
proposition on the market and facilitate further website scalability.

User Insights 

During the project we got direct feedback from customers and Clio Consultants. From these conversations we had a couple valuable insights:
• A lot of practice management software looks similar, so it was important to showcase the value Clio brings to lawyers on banner images, more than a simple product screenshot.
• The original header menu was designed with a focus revolving around solutions: manage my work, my clients, my practice. After user feedback, we discovered they weren't as important as knowing our actual offered products or firm size. Prospects wanted to learn right away that Clio catered to their company size, so we decided to add it to the solutions tab, and used UI to focus hierarchy on that versus the practice areas. Practice areas werent as important as others, since a lot of lawyers practice in more than one specialization. 

Not forgetting Clio's customers

Even though prospects were our priority target audience, it was important to take into consideration Clio's customers as well. Since Clio's product was browser based only, they often would go to to log into their accounts. So we tested a couple of flows: using the login button to take them to the next page, or surfacing the two products right away. We went with the latter since it involved less clicks for our customers and we wanted to ensure the new website didn't affect their usability.

Another reason why Clio's customers browse through the website was to look at the numerous thought leadership resources the company offers. Therefore, it was important to surface the most important resources, including their podcast, yearly conference and most relevant blog posts.


After 3 months of the new website, we saw an 18% conversion increase on

Our design components allowed the team to build new pages more efficiently. A couple months later we redesigned the careers and leadership pages. Time was greatly reduced on design and engineering sides.

Amplify 2020

Completed in 2020

Designing a seamless online experience for Thinkific's biggest online summit.

UX and Visual Designer
Other designer on the project: Alex Harris


Since this was the first time we designed a complete summit website, I started with defining the site map on the drawing board. This involved multiple iterations and conversations with the main project stakeholders. After we got an overall understanding of the user flow, I started sketching some wireframes. It was important to understand the limitations of the client and the project: they wanted to use Unbounce so the main marketing team stakeholders could easily login and make changes to the content.  


Based on previous summits, the goal was to convert about 1% of the registrants to paid accounts. We converted over 9% to free account, and 2% to paid account. The overall convertion rate of the homepage was over 40% from visitor to participant. It is hard to benchmark this last data against something else, since this was the first time we actually built an ecosystem for our summits, and conversion was split through multiple pages. However, considering the 2x increase on conversion from registrants to paid account, we believed the new web experience better delivered the value of the summit and therefore the quality of registrants was high. We continued to use this approach on our summits ever since.


The stakeholders wanted a way to interact with the audience during the summit. Even though the talks were pre-recorded, we decided to build the live experience by embedding a YouTube live window + ChatRoll into an Unbounce landing page. We thought that we would be able to switch between variants instantly, which was not the case, since Unbounce landing pages have a delay on updating changes. This was remedied by the live chat since we could connect directly with the audience, even through glitches like that. To top if off, having an actual livestream in between the pre-recorded talks may have helped boost our conversion as the team was able to address questions from the audience live.

For the event that happenned in 2021, we decided to do an audit on the previous experience and to look into a new tool that would support us to build a better experience for our attendees. This would also ensure participants were engaged with the content throughout the entirety of the event. After researching multiple tools, we decided to go ahead with Bizzabo. It allowed us to
adjust the experience for prospects & attendees, like being able to create a schedule that allows each talk to be saved directly by the attendants, having an uninterrupted live stream and chat, while also offering a community feature for attendants to network. 


Clio Con 2019 - Brand

Completed in 2019

Designing an extraordinary conference experience for lawyers interested in modernizing their practice with the industry's leading legal software.

Lead Designer and Art Direction

Other designer on the project: Kate Kim
Make Today Matter artwork by Tierney Milne

Clio highly invests in branding for their annual conference. Branding is a way of not only differentiating themselves from the competitors but also a way to build trust with their customers. One of the goals of the conference is to establish Clio as thought leaders on the legal industry.

The Clio Cloud Conference is Clio's legal tech conference. With the intent to connect the old fashioned law industry with modern insights, Clio Con is one of the biggest legal conferences in the US.


The theme for 2019's conference was Thrive. "To thrive is to live up to your full potential, and feeling good about yourself while you’re doing it." The imagery and brand are intended to evoke a feeling of success and growth.

Below you will find some imagery that served as inspiration for the Clio's brand. It was really important to keep the organic elements and evoke a SoCal feel with the visual execution of it.


Take your practice from one point to another.
Growing in a healthy way.
Accelerating your growth.

These were the concepts that were top of mind while creating these banners. I worked closely with the content team to ensure the banners were telling the story we intended with the original theme.

Since I had not been to the hotel, I studied photos and videos of the location, printed out the map of the hotel, and drew paths to visualize how the attendees would walk through the hotel and understand the space and the experience of being at the conference. 


Digital Art & Illustrations

Completed from 2015-2020

A collection of illustrations and digital art I've worked on in the recent few years either for jobs or during my free time. A lot of these were made as artwork for music releases during my time at Monstercat.



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© Copyright 2021 Thaira Bouhid