Eden Conveyancing: Building trust in a broken industry

Eden Conveyancing didn’t just need a product. They needed the whole package, starting with a name.

Conveyancing has a reputation for being slow, confusing and, frankly, painful. It’s rare to find anyone who’s had a smooth experience.

Eden’s CEO set out to change that, not simply with a better product, but through a complete rethink of the process.

The question was simple: how do we build trust, ensure clarity, and reduce stress for people in a domain they often fear or misunderstand?

Proving the business idea

Before designing solutions, we needed to understand our audiences. To frame the user interviews, I led customer segmentation research and facilitated a workshop with stakeholders and product owners. Together, we explored behaviours, locations, attitudes and demographics across key segments.

From these sessions, strong themes began to emerge. These insights informed the structure of our interviews and ensured that questions were relevant to each group. For instance, we anticipated that first-time buyers would approach conveyancing very differently from those with prior experience, so we designed the research to capture both perspectives in detail.

Validating assumptions

Before defining the brand identity, I conducted interviews to understand how people truly experienced the conveyancing process. The feedback was overwhelmingly negative.

No matter who we spoke to, five pain points appeared again and again: lack of transparency, lack of trust, slow and impersonal communication, unexpected fees, and poor organisation. These became the guiding themes for the product roadmap.

Our goal was clear. Reduce stress by directly tackling these five issues. The insights shaped the brand’s positioning, identity and archetype, ensuring it reflected the needs people had shared with us.

Crafting the brand identity

Working closely with users through interviews and collaboration helped us define the brand’s archetypes.

Eden needed to represent both the Sage and the Caregiver: a calm, reassuring presence in an industry weighed down by jargon and anxiety.

With these archetypes in place, I ran a naming workshop to develop options, refine them and check availability. We then took the shortlisted names through user validation.

Next, I created three identity concepts across colour, typography and logo. Stakeholders narrowed these down to three directions, which we tested through online surveys.

Using Lyssna, we reached 300 participants within our target market. Although the green palette didn’t achieve the highest numerical score, the qualitative feedback told a different story. Participants used the exact words we wanted to associate with the brand - words that countered the negativity uncovered in earlier research. This gave us confidence to move forward with green as the foundation of Eden’s identity.

MVP

Website & Online Quote

The online quote was designed to capture the right details without overwhelming users, leading them to a clear summary that broke down exactly where their money was going.

To boost conversion, we A/B tested the Instruct Eden button, both its placement and colour. Moving it directly below the quote summary increased clicks by 12%, and a darker green outperformed the lighter shade by 3%.

MVP

Transparency: Case Dashboard

Interviewees often said they never knew what was happening during the process. This lack of clarity, combined with poor communication, created stress and uncertainty.

The case dashboard solved this by showing exactly what was happening, when, and by whom giving users a sense of control and progress.

MVP

Price & Fees: Live Statement

Many users said they were caught off guard by higher final bills. This made budgeting difficult and eroded trust.

The financials feature provides a live summary of all costs to date, as well as upcoming payments. Clients always know what they owe and when, bringing full transparency to an area often viewed with suspicion.

Phase 2

Organisation: Documents

Users told us they struggled to manage paperwork, with documents arriving by post and email from multiple sources. Some even lost important information.

They wanted one central location for everything. To design this effectively, we carried out card sorting exercises and follow-up interviews, creating a solution that was intuitive at scale.

Phase 2

Better comms: Messaging

Poor communication was the biggest source of stress. Slow or unclear replies left users feeling ignored or even, as one put it, “like a burden.”

The new messaging feature created a seamless communication channel. It offered instant-feel replies, automatic message history and email integration. Lawyers could use dynamic templates to respond more quickly, and keeping all correspondence within MyEden greatly improved engagement and security.

Future

A service for life

Eden evolved into a central hub for everyone involved in the conveyancing process - estate agents, mortgage brokers, lawyers and clients.

With information flowing through one system, the product’s value now extends beyond completion. Users can track mortgages, store documents for future moves, and access discounts on household products.

Trust & user satisfaction

Feedback was overwhelmingly positive, particularly from users who’d struggled with previous conveyancing experiences. Many said the financial statement, case dashboard and messaging features made them feel more in control, and that MyEden was simple to use.

Process improvement for lawyers

Lawyers reported that improved visibility reduced client uncertainty and the volume of update requests. Because users could see who was responsible for each task, lawyers spent less time replying to emails and more time progressing cases.

Scalability

Eden was built to serve multiple stakeholders - clients, lawyers, agents and brokers, and is evolving into a service for life with document storage, mortgage tracking and external partnerships.

Strategic positioning

The brand identity and value proposition give Eden a clear point of difference in a crowded, often mistrusted market.

Conversion / engagement gains

Through an ongoing A/B testing strategy, we refined one element each month. The first test focused on conversions by repositioning the “Instruct Eden” call to action, which delivered a 12 per cent uplift in click-through rate.

A 360° Conveyancing Hub

Property lawyers, sales teams, mortgage brokers, and estate agents each use the platform with tailored controls, providing a unified, consistent experience.

Lawyers needed visibility similar to the end user’s view, with additional employee functions such as case notes, reporting, cashiering and task management across multiple cases.

For those managing several cases at once, the ability to view all tasks across workloads was essential. Financial pages included additional configuration layers for adjusting products such as verification fees as the process evolved. The cashiering feature allowed lawyers to track and manage money flow efficiently across all cases.

Eden Conveyancing: Building trust in a broken industry

Deliverables

Services

My role