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.
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.
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.
Increase in people reached through automation
Unique users per month average