priscilla tam

U Do It Legal - Project

Optimized digital visibility for a family law nonprofit by leading SEO audits and usability testing, driving data-informed UX redesigns aligned with stakeholder goals.

role

UX Research & SEO Lead

timeline

January - May 2025

team

10 UX Designers, 1 Sponsor, 2 Project Owners

tools/skills

Figma, SEMRush, Project Management, Stakeholder Communication

SUMMARY & IMPACT

Transforming legal access through research-driven design and strategic visibility.

I worked with U Do It Legal as a UX Researcher and SEO Lead through Purdue’s UX Design Experience Studio, focusing on improving legal access for underrepresented users in family law. As one of the few students with prior SEO and web development experience, I collaborated across sub-teams and led much of the strategic planning and implementation. While the final deliverables remain internal, my main contributions included:

Conducting persona-driven heuristic evaluations to uncover usability gaps based on real-world family law scenarios.
Leading a full-scale SEO audit by mapping keyword strategies, analyzing competitors, and identifying opportunities to improve search visibility and accessibility.
Developing research-based procedures and presenting findings to stakeholders, integrating feedback into actionable UX and SEO documentation.

TIMELINE & SCOPE

After discussions with our project owners, sponsor, and team, we decided to structure the project into focused tracks to manage scope and improve efficiency. This led to four sub-teams: Comparative Analysis, Heuristic Evaluation, SEO, and Design. I contributed to both the Heuristic Evaluation for the first six weeks of the project, then switched to focus on SEO for the rest of the semester.

TAKEAWAYS

UX research grows through curiosity.

Working across both usability and SEO tracks, I found that the best insights came when I asked “why.” Whether I was building personas, evaluating heuristics, or mapping search queries, curiosity helped me connect user needs with business goals, especially in unfamiliar or sensitive domains like family law.

SEO is strategic storytelling.

SEO isn’t just about rankings… it’s about discoverability, clarity, and trust. By grounding our audit in user personas and real search behavior, I learned how to make websites more discoverable and accessible without sacrificing clarity or empathy.

Initiative creates opportunity.

Despite being one of the youngest students on the team, I leaned into my prior experience to lead the SEO sub-team, creating audit procedures, consolidating findings, leading sponsor meetings, and taking initiative. I learned that strong project management starts with clear communication, thoughtful planning, and always asking, “What else can I do to help?”.

If you have any questions or would like to see the full project, reach out at priscilla.ptam@gmail.com!

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