Firms that adapt to meet the evolving needs of their clients have a distinct advantage. Learn how your firm can use service design to gain an edge over the competition, win more bids, and maximize profits.
Clients come to law firms because lawyers are problem-solvers. Human- centered design is an approach to problem solving that gives law firms a competitive edge and helps them attract and retain clients. This approach works because all clients are people and/or act through their people – their humans.
Product designers have used journey mapping for years because they know it is a powerful tool for creating things people want to buy and use. We can do the same in a service-based business. The better you understand your clients, the more likely they will come back.
Law firm leaders who want to win more bids, attract more clients, and maximize profits need a way to communicate what sets their firms apart. The market for legal services is crowded – and not only with law firms but a host of other alternative providers, not to mention the legal advice that is just a Google search away. Getting clear on why clients should choose your firm over everyone else is essential.
Maybe even more than most people, lawyers resist change. Law firm leaders often protest “but that’s the way we’ve always done it” or “it’s worked fine for the last XX years.” But it isn’t 1980 now – or even 2019. A post-pandemic law firm needs a post-pandemic strategy. One that is not stuck in the past; one that is ready to adapt and change as clients’ needs evolve. Applying a designer’s mindset can help you make that choice with clarity and confidence.
Design thinking is one of the key pillars for my work with clients. I believe that we can apply the designer’s mindset for our careers and the rest of our lives. When we do, we remain open to the possibilities.
Curious people ask a lot of questions (just ask anyone who’s been around a toddler). We don’t just want to know why – we also want to know how, what, when and who.
