Marie Potel-Saville is the founder and CEO of amurabi, a legal innovation by design agency. She was a lawyer for over 10 years at Magic Circle law firms such as Freshfields and Allen & Overy in London, Brussels and Paris. She then became EMEA General Counsel at Estée Lauder Companies and Chanel, before creating her own legal design agency, Amurabi. After having seen the results of Legal Design in her own legal division, she trained at ENSCI, obtained a Master in Innovation by Design and founded Amurabi to share its potential.
She does not know of any laws which impose legal documents to be incomprehensible. She likes to dive into complexity to make it accessible: simple, never simplistic. She works to bridge the gap between law and its users.
She is a lecturer at Sciences Po Paris, Singapore Management University and Assas and contributes to initiatives of social service (access to justice, civic education, prevention).
Contribution to Legal Tech
Marie is one of the pioneers in human-centric legal innovation. While embracing the possibilities of Tech, she does not believe in tech for tech’s sake, but rather as a tool to empower users, after having fixed “real” issues. For example, she leverages all the various design dimensions, and neuroscience, to avoid online blind signing of T&C’s and privacy policies. Her professional thesis “Shaping the law to restore its function” is accessible here. Starting from scratch over 2 years ago, her agency now has a portfolio of over 30 projects, for clients like Google, the Serpentine Galleries, HSBC in Hong Kong and Singapore, the French Data Protection Authority (CNIL), the National School for Judges (ENM), Ubisoft, Airbus, Shiseido, LexisNexis, Moet Hennessy… Beyond individual projects, she’s committed to creating systemic impact and created a user testing lab with Mathilde da Rocha, PHD in cognitive neurosciences, to measure the value of legal design with precise KPI’s and share learnings. She’s particularly happy and proud to have gathered an amazing team of designers, lawyers and neuroscience experts, which is growing and shining.