Legal firm service design project
Journey mapping
Service design
The legal profession is continually transforming. Technological advancements are helping to change how legal services are provided to clients. However, many clients are still overwhelmed by the process of engaging and working with a law firm. This project explored how to improve the client’s perception of value, relative to cost and identified a few moments that matter to clients, to enable the firm some quick wins.
The Challenge
How might we improve the client journey for a legal services provider to foster rapid trust-building? Most times people are bamboozled by legalese and the experience of engaging and interacting with a law firm. The challenge was to better understand how to improve value for clients; to build connectedness; navigate them easily through the transaction, and be front of mind when they next need legal services.
Discovery
Spending time with the stakeholders across the front and back office of the firm, plus client to understand the current experiences. What works well, where the stumbling blocks are and understanding the qualities of what a good experience and great service would look and feel like. This process included exploring the currnet client journeys and how they unfold over time. This helped to inform to identify key moments that matter, to help design a better service.
As part of the discovery process, user personas, prototypes and journey maps were developed. These helped to identify where the services were performing and, where they were not.
Through user-testing a series of prototypes, we were able to identify quantifiable data about the financial viability, customer desirability, and functional feasibility of a new approach to servicing the firm’s clients. This work helped to identify, and meet, key moments that mattered on a client’s journey.
User testing
Moments that matter are those that strongly influence the overall customer experience. They have the potential to differentiate businesses and cultivate loyalty. Three areas for the firm were explored:
Operational moments
Unique moments
Drivers of high value
When working with the client I wanted to communicate new service ideas for the organisation, so we used a service blueprint. This blueprint mapped out a universal client journey across all of key interaction touchpoints and showed the coordination of space, people, and technology that was needed to affect the client experience.
The blueprint was created in close collaboration with staff from the firm, which helped to incorporate perspectives from across the organisation. It was an essential tool to communicate, share understanding, and build alignment around new service ideas and identify the key moments that matter to a client and where the focus should be for achieving some quick wins.
