About Jamie Jefferson Jamie Jefferson is chief creative officer of Equator and one of its owners and founders. She works hands-on with project and client teams to create experiences that marry business and end-user needs. She has a wealth of experience in the creation of websites, national integrated campaigns, startup brands, business models and strategies across almost every sector, assisting high-profile clients in the financial, travel, utilities and consumer goods sectors among many others. About Equator Equator is a UK-based digital transformation agency. With offices in Glasgow and London, Equator’s team works to support some of the biggest banks, building societies and challenger brands in the country. Contact Jamie Jefferson Chief Creative Officer Equator 58 Elliot Street, Glasgow, G3 8DZ Tel: +44 01412 291800 www.eqtr.com and services resonate at each stage of the journey and what helps drive conversion. This can inform how they interact with clients, making relationships not only more effective but also more accountable. While much early-stage transformation at legal firms focuses on the automation of work traditionally undertaken by paralegals, so much more can be done to digitise operations. Doing so builds in immediate efficiencies, but also sets the precedent for client expectations in the future. Although firms in this brave new world will still be selling their expertise, services will increasingly be augmented by technology to make advice more accessible, efficient – and valuable. SPECIAL FEATURE 55 Digital tools are already smart enough to streamline professional services and customer experiences.