DigiLawyer · BigOh Tech • Oct 2025 to May 2026 · 6 min read

4 fields to 1. Now 3 in 5 pay without a sales call.

Lead form to storefront

As the founding product designer at DigiLawyer from Oct 2025 to May 2026, I faced one problem: every lead was a phone call our small team couldn't keep up with. Working with the product owner, tech lead, CEO and 10+ developers, I turned the challan page from a lead form into a storefront over three versions: one field, an OTP, then pay. Today 3 in 5 paying customers pay with no sales call.

Figma link

DigiLawyer Website · view only

View in Figma

OVERVIEW

4 → 1

Fields to see a challan

3 in 5

Paid with no sales call

27% → 42%

Visits starting a check

~40%

Self-serve share, ₹1M/mo

Oct 2025Sep 2026

Drag. Four questions and a phone call became one field on the first screen.

THE PROBLEM

Every lead was a phone call.

A challan is an Indian traffic fine. Only court challans are worth a lawyer; e-challans are simply paid.
The October 2025 page sold everyone the same consultation.
December's Lok Adalat: page views up 20× in a month. 27% of visits became a lead, and every lead was a call.

A five-step flow: multi-form, scattered inquiries, DigiLawyer POC, manual report, client call. The last two steps are marked in red.

TWO PEOPLE, ONE CALL

The client
Couldn't find out which challan they had.
The salesperson
Couldn't find out who was on the line.

THE DECISION

The same form, three times.

OCT 2025 · Book a lawyer

27%

of visits became a lead · Dec 2025, a Lok Adalat month

Free text told us how people felt, not what they owed. Every lead was a call.

THE VERSIONS

Three versions, each shipped before a Lok Adalat.

DigiLawyer challan page, October 2025, on a phone

	V1 · BOOK A LAWYER	V2 · QUALIFY THE LEAD	V3 · CHECK & PAY
Live from	Oct 2025	Feb 2026	May 2026
Fields before any value	4	4	1
Visits → lead or check, Lok Adalat month	27% (Dec)	14% (Mar)	42% (Jun)
Avg engagement time	—	147s (Feb)	60–80s
Paid without a salesperson	none	none	3 in 5 paying leads (Aug)

TRADE-OFFS

What each version cost us.

DECISION	WHAT WE GAINED	WHAT WE GAVE UP
Ask for the vehicle number first (Feb)	Leads sales could act on	Lead volume: 27% to 14%
Show ₹139 before the call (Feb)	Trust, and fewer dead leads	The free-consultation hook
Show challans before asking who you are (May)	42% of visits start a check	Knowing who is on the page
Ship the month before Lok Adalat	Ready for the spike	Launching into the busiest month
Keep sales for complex cases	Hard cases still get solved	Full automation: 2 in 5 still call

Rejected in May: the ₹139 consultation. People want the challan paid, not advice.

HOW IT WORKS

From a Google search to a paid challan.

01
Search — About 80% of new users arrive from Google.
02
City page — A page per city and per Lok Adalat date.
03
Storefront — One field, proof beside the button.
04
Vehicle number + OTP — The number is the whole form.
05
Challans on screen — Fetched from Parivahan, all on that vehicle.
06
Pay — In the dashboard flow I'd already designed.

Three phone screens: vehicle number, OTP, your challans with Pay buttons — Vehicle number → OTP → your challans

IMPACT

More people act on their own. Fewer need a call.

GA4, /challan: visits that became a lead or a check, from Dec 2025. Lok Adalat months shaded.

WHAT I CLAIM	WHAT I DON'T
42% of visits start a check (June)	The traffic: users grew ~35× from search and Lok Adalat
3 in 5 paying leads paid with no salesperson (Aug)	The ~₹1M a month: all of DigiLawyer, ~60% still via sales
The rate counts who started, not who paid	Engagement: it fell 87% → 42% as casual visitors came

THE TEAM

The team

Adesh Singh
Founding Product Designer
Pain pointVersion one shipped before reliable tracking, so its results were almost impossible to measure.
Nitansh Anand
Product Designer
Shivaditya
Product Owner
Shivendra
Tech Lead
Sourabh Kapoor
CEO
Pain pointEvery lead was a phone call, and sales couldn't tell who had a challan before dialling.
10+ Developers
Engineering

WHAT'S LEFT

Half of our leads still never pay.

2 in 5 paying customers still need a salesperson.
The government API sometimes returns a challan without its details, so people call.
Most people don't yet know they can do it themselves.
Goal: self-serve revenue overtakes sales by the end of 2026.

REFLECTION