Applied Digital: Mapping the Client Pathway

In our projects, mapping the client pathway takes place in a broader process of strategic discovery: during the user research phase, our experts very frequently rely on this practice to identify multiple opportunities that punctuate the client pathway – which can then be integrated in a digital tool and the company processes.

Mapping the client pathway is prepared in an upstream manner by our experts and is based on concrete elements like data or poll results. It is carried out in cocreation workshops with the client and, ideally, with representatives from the company’s different business units in order to paint the most complete portrait possible.

The mapping the client pathway includes a few clear game rules:

1. We map the current situation in a limited framework. The goal is to ‘‘ frame the experience and give it an objective ’’, says Stéphanie.
2. The map is linear, chronological, and it sets in time every step the client will take.
3. Each step will be segmented in actions, needs, contact points, emotions, irritants… The list can vary depending on the level of detail wanted.
4. We can also map a new product or service, which is considered a good practice in experience design.

To map the client pathway in an ideal manner, some fundamental elements must be grouped. One of these elements is essential: defining the target persona. We must remember that the target persona ‘‘ will represent most of the clients, based on data ’’, says Stéphanie. The target persona is also the common thread in several user research and product development activities.

From demographics to strengths and weaknesses, this persona needs to represent the targeted user.

The advantage of creating a persona is to be able to put ourselves in their shoes and to think the way they do, because we are mapping their own experience, not our own interpretation of their experience.

Even if we are talking about the client pathway, any user pathway can be represented: business partners, employees, students, etc., any profile can be mapped.

In the end, the target persona is the main thread in every step of the user research.

‘‘ At nventive, we always strive to build user-centric solutions, so it is crucial to have this vision, to understand what the user will experience ’’, says Stéphanie Mercier.

A good mapping process will allow the company to identify numerous improvement opportunities in the client pathway. Indeed, the goal is to meet more and more of the clients’ needs, to minimize friction points where there is a possibility of actions, and mainly, to think about how the digital tool can help optimize the pathway. The lessons we learn in the mapping process – and broadly during the user research phase –, are to be applied in a holistic approach. Stéphanie reminds us that ‘‘ The product is one thing, but we need to place it in the context of interactions ’’.

Once the mapping process is complete, we can define the business rules and goals, to translate them into requirements for the digital tool that is to be created. This way, the key teams – including design, solution architects, product owners – can take on the next steps in designing the tool.

To know more about client pathway mapping, listen to our podcast today (in French). Enjoy!