Target Audience

What is this?

A particular group of people, identified as the intended recipient of communications, media, entertainment, information, or advertising.


Identify and understand their needs so we can provide and create better content.

Potential Member: Inquirer


Potential Member: Invitees



(The Public)


(News sources, journalists, students)




Has not been nominated by a peer but wants to:

  • Learn more about benefits
  • View membership fees
  • Submit name for consideration
  • Sign up for updates
  • Follow on social media

Received an invite and wants to:

  • Learn more about benefits
  • View membership fees
  • Accept an Invite
  • Opt out of invite
  • Sign up for updates
  • Follow on social media

Has a legal situation and wants to:

  • Search for an attorney
  • Contact an attorney

Gathering information and wants to:

  • Search for information
  • Contact an attorney
  • Sign up for updates
  • Follow on social media

Is a member and wants to:

  • Update Profile
  • Renew Membership
  • Cancel Membership
  • Promote recognition
  • Access tools, products, services
  • Nominate an Attorney

Needs to find out if they can be considered for nomination

In an effort to boost reputation in the legal community, inquirers want access to reputable brands and to be among experienced attorneys.

Needs to understand the process, guidelines, and cost

In order to accept an invite and want to pay for membership, invitees need access to information to make informed decisions.

Needs to find information impacting attorney selection

In order to choose a lawyer confidently, searchers need access to detailed profiles of lawyers who exhibit excellence in their practice.

Needs to find organized and digestible content

To report about an attorney, researchers need up-to-date content and contact information readily available.

Needs profile management and tools to support legal practice

To provide valuable services to the public, members need access to tools, services, and resources on National Advocates quickly and easily.

Top Needs

  • Access to contact information
  • Relevant, concise, and intuitive content
  • Simple search
  • Understandable content
  • Easy to find contact information
  • Relevant and concise content
  • Data export options
  • Relevant news and updates
  • Easy access to the member portal

Top Frustrations

  • No language or form for those wanting to be considered.
  • Expectations are not set upfront
  • Fluff information
  • Hidden search forms
  • Confusing language
  • Large, unorganized amount of text
  • Outdated content
  • Empty pages
  • Unformatted text
  • Confusing navigation
  • No dashboard