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LUMA Legal Assistant
Case Study

How automation helped a legal expert provide free help to more South Africans

LUMA is an Intelligent Assistant that allowed Grace Gichanga to reach more people with free legal help
Challenge
Three years ago, Grace Gichanga was working weekends to give free legal help to 50 South Africans a month. How could we help her take this further?
Solution
We partnered with her to create LUMA, which provides that same service to 1,000 people a month via an automated Intelligent Assistant that helps her help others.

LUMA walks the justice journey with its users, providing them with practical and user-friendly legal information. Through the power of Machine Learning and Natural Language Processing, it breaks down the barriers between South Africans and the laws that protect them. To enhance the user experience and dispel the myth that robots are here to take over, LUMA works with a team of lawyers to provide free legal assistance, with a minimal additional cost for consultations.

LUMA walks the justice journey with its users, providing them with practical and user-friendly legal information. Through the power of Machine Learning and Natural Language Processing, it breaks down the barriers between South Africans and the laws that protect them. To enhance the user experience and dispel the myth that robots are here to take over, LUMA works with a team of lawyers to provide free legal assistance, with a minimal additional cost for consultations.

The value of LUMA

After a workshop that decided the strategic positioning, name, and persona, we defined a value proposition: LUMA teaches people about labour law, evictions, and family law involving marriages, wills, and estates.

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Working with Helm has taught me to reimagine what is possible at the intersection between technology and human experience.

Grace Gichanga

LUMA founder

Simple Storytelling 

With legalese being hard to understand for many people outside of the profession, LUMA has found a way around judicial jargon through the art of storytelling. Using hypothetical stories relating to the laws in question, users can easily identify with situations that are relevant to them, rather than having to sift through latin legal terms to find what they need.

Adapting for Covid 19 

In 2020, it became apparent that people needed help with the law relating to UIF during lockdown – 70% of our user base found that to be the most useful part of LUMA. It had links to UIF, Covid response information and changed constantly as new info became available from the government.

Simple Storytelling 

With legalese being hard to understand for many people outside of the profession, LUMA has found a way around judicial jargon through the art of storytelling. Using hypothetical stories relating to the laws in question, users can easily identify with situations that are relevant to them, rather than having to sift through latin legal terms to find what they need.

Adapting for Covid 19 

In 2020, it became apparent that people needed help with the law relating to UIF during lockdown – 70% of our user base found that to be the most useful part of LUMA. It had links to UIF, Covid response information and changed constantly as new info became available from the government.

A little bot with a lot of knowledge

All of the legal information LUMA has to offer is free, with paid packages being rolled out in the future. South Africans will soon be able to access affordable legal assistance starting at R270 for consultations.

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Result

In one of our most successful growth stories to date, we saw Grace’s numbers skyrocket to prove that automation can enable humans, rather than replace them.

2,000%

Increase in people reached through automation 

1,000

Unique users per month average

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