The Problem
Accessing immigration services in the United States can be prohibitively expensive for many immigrants. Most are forced to rely on law firms to identify the right strategy for their case, primarily because the processes are highly complex and overwhelming for individuals with limited resources or education. iMigrate was born from the need to make this process more accessible, affordable, and guided.
The Process
01
Research
Research was guided from the ground up, starting with brand exploration and later user interviews post-launch. Findings showed a strong demand for guided, assisted experiences enhanced by AI, videos, and human support.
Research
Research began at zero, since the project had no brand, workflows, or design system in place. The work spanned from defining the company’s identity with an agency to validating early flows with users.
Later, post-launch interviews confirmed the importance of support in building trust, revealing that AI, videos, and human interaction were critical to guiding immigrants effectively.
Discovery
The discovery stage focused on defining the problem: immigrants needed a tool to consolidate their cases and submit directly to the government. Early wireframes allowed validation with developers and ensured feasibility from day one.
Brand Strategy
Brand strategy was inspired by the emotional journey of immigrants. The bird over the horizon symbolized hope and progress, while the palette merged professionalism with cultural authenticity.
From this, the UI, design system, iconography, social media presence, and motion identity were built to reflect confidence and clarity.
Product Design
With a clear solution in mind, we translated it into high-fidelity mockups that outlined each step involved in consolidating an immigration case. This included uploading documentation, answering questions, filling out forms, creating a declaration, reviewing the case, and preparing it for submission.
A crucial aspect of this entire process was figuring out how to simplify these tasks for our users by automating certain elements. Above all, we aimed to ensure that this process was a guided, step-by-step experience.
The Impact
+800K USD
revenue generated in the first 8 months since launch
7X
more affordable than hiring a law firm, making immigration accessible
88%
user reported they felt supported throughout their journey