March 1, 2025
TypescriptFigmaFirebaseStripePostHogMailchimp
Launching Themis, an AI assistant for lawyers
Themis - Legal Research SaaS
Themis is a Swiss legal research assistant that streamlines access to legal texts, multilingual information, AI-driven summaries, and judgment analysis.
Role & Responsibilities
As part of the founding team, I led the design, development, and marketing efforts, and architected the full user management and automation infrastructure.
- Designed the brand's visual identity and crafted all marketing assets. Developed the landing page with clear messaging (“Legal research: stop wasting time, gain precision”) and feature highlights such as AI summaries, instant translation, multilingual search, and contextualized source access.
- Integrated PostHog for detailed analytics on user behavior and campaign performance.
- Built landing page-linked LinkedIn marketing campaigns to drive conversions and trial sign-ups.
- Set up Google Firebase and Firestore for user authentication, data storage, and roles.
- Developed comprehensive Firebase Cloud Functions to automate workflows: transactional emails, user roles, subscription flows with Stripe, marketing emails, in-app notifications, and free-trial logic.
- Orchestrated subscription plans: Free vs. Pro vs. Enterprise; Pro includes AI Assistant, unlimited source access, priority support; offered a 7-day free trial with no credit card required.
- Handled campaign tracking, user acquisition, and churn analysis using analytics tools linked to Firebase and the site analytics.
What I Learned
Launching a SaaS product challenged me to grow across disciplines — from design and marketing to backend systems and subscription logic. I acquired hands-on expertise in product design, full-stack implementation, analytics, and growth strategies.
