The Power of Legal Service Design and Customer-Centricity

Feb 19, 2023

While some lawyers are resistant to change with new technologies and new methodologies for practicing the law, forward-thinking attorneys see opportunities where others see obstacles. To meet the needs of their clients, these innovative lawyers are rethinking traditional legal service models and adopting a design-thinking approach to their work.

This blog post will explore how legal service design and customer-centricity can help you delight your clients with the services and deliverables you provide them. We'll look at different strategies and give some practical tips to help you start thinking of customer-centricity. So whether you're looking to streamline your existing services or build something entirely new, read on for some inspiration.

1. Your legal service should be designed with the client in mind, not just the lawyer.

Any high-performing law firm and legal department believe in being customer-centric. It's not just about what the lawyer wants or needs -- but to understand clients’ deep desires and create a legal service that meets them at every stage. From how quickly you respond to an inquiry to the final outcome of a case or a file, you want to make sure each client feels completely supported throughout the entire process. 

Customer centricity is an essential component of any successful business today. Law is no longer an exception. But this requires a shift in mindset from focusing on producing legal deliverables and delivering legal services to actually understanding the customer, their needs and desires, and how best to meet them. Successful customer-centric organizations understand that customers are not just buyers but individuals with unique preferences, aspirations and challenges that must be understood in order to create relationships that last.

At its core, customer centricity is about putting the customer first in everything you do. This means understanding who they are, what they value, and how best to meet their needs. This can be done through what we call Legal UX research, which includes surveys and interviews with customers themselves. By using these methods you gain deep insight into the customer's experience, and then you can identify ways to exceed client's expectations and create meaningful connections with your customers.

One of the most important benefits of a customer-centric approach is loyalty. When customers feel that n organization takes their wants and needs seriously, they are more likely to become repeat customers and evangelists for the brand. Unfortunately, many legal organizations still fail to invest time or resources in understanding their customers; this can lead to missing out on opportunities for growth or increased revenue by failing to deliver what their customers expect, want or need.

By taking a proactive approach towards learning about their clients’ preferences combined with taking actionable steps towards meeting those needs, you can drive engagement while improving loyalty at the same time.

2. The goal of your legal service design should be to make the process as stress-free and efficient as possible for the client.

Delivering prompt and accurate responses to customers who are seeking legal support and advice is essential for any law firm. It has become increasingly important in the digital age, as customers may contact you through multiple mediums such as email, telephone, or even social media channels. Responding quickly and accurately to these queries will help build customer trust, loyalty, and satisfaction with your services.

When customers are looking for legal advice or support, they often have urgent questions or matters that need attention immediately. Providing prompt and accurate replies can help put their minds at ease by reassuring them that their concerns are being taken seriously and addressed efficiently. This can also mean providing a response within 24 hours of an initial inquiry, so the customer knows that their request is being worked on quickly. Doing so can also help reduce the amount of time spent dealing with customer service issues later on down the line if they're unhappy with how long it took to receive a reply.

The accuracy of responses provided to customers who require legal assistance is also paramount when building customer trust. If customers feel like they cannot rely on the information being delivered to them accurately and promptly then this could result in lost business opportunities in the future.

Ensure that all communications with clients or potential clients provide clear, transparent and concise explanations. These communication should be consistent across all channels used to communicate with them. Additionally, when responding to customer inquiries effectively it helps foster an environment where they feel more comfortable asking questions in order to further their understanding of their situation, so you can potentially help them with other business needs. 

To achieve that you need a blueprint that will map the customer journey, the different people they're likely to interact with, also the tools in place, if any, so you can ensure a coherent and consistent experience across the board. 

3. Remember that first impressions matter – make sure your website, brand, and customer-facing staff are all welcoming.

Making a good first impression is essential for any business. Your website, brand and customer-facing staff all need to be professional and welcoming to potential clients in order to foster trust and loyalty that will result in ongoing relationships. After all, how you come across initially will help define how customers perceive your brand going forward. Put yourself in their shoes – and ask yourself: what kind of website, brand of client-facing staff would make you feel welcome? Questions like these can help focus your mindset when curating the right aesthetic, navigation and experience that is sure to leave a lasting impression.

First impressions are incredibly important for any businesses looking to generate leads. Studies have shown that customers form an opinion about a business within the first few seconds of interaction. It is essential that businesses make their first impression count by creating a positive, memorable experience for customers and prospects. This can be achieved through a variety of tactics such as providing engaging content, delivering quality customer service, and offering attractive products descriptions.

As legal service provider you must strive to create and nurture relationship with new leads by continuing engagement with them after they have made contact with the business. Once contact has been established, you should send out follow up emails or newsletters containing valuable information or offers related to their products or services so that leads remember about you and eventually want to work with you. Additionally, providing excellent customer service helps establish trust between you and you leads which further encourages lead conversion into sales opportunities down the line. 

Without a legal service blueprint in place, it's easy to loose these leads to competitors.

4. Make sure your tech stack is functioning properly and is continuously improved.

Making sure that a tech stack is functioning properly and continuously improved is an essential part of any successful business. It is particularly important for law firms and legal departments who tend to have a reputation of not being too tech savvy. Your legal practice doesn't have to be like the stereotype! Your customers will thank you for that, especially because they're probably using more tech advanced than you and will appreciate the efforts you make to integrate technological tools to make their lives easier. 

This involves regularly assessing the current stack, understanding which parts may be outdated or underperforming, and making adjustments accordingly. This could include upgrading existing components, adding new features or services, changing the architecture and design of the system, or introducing new technologies. In order to ensure that this process is successful over time requires a combination of skill-sets and experience from multiple stakeholders.

Firstly, it is ideal to work with tech advisers and developers need to have knowledge of existing technologies and platforms so they can identify which aspects are not meeting target performance levels. They must also be able to present solutions for improvement based on their technical expertise and first-hand experience with new technology trends. Designers too should be involved in this discussion as they can provide insights into how best to improve user experiences through User Interfaces and User Experiences changes as well as improvements in architecture or scalability.

Business analysts can be great assets and should also be consulted when contemplating potential technical changes. This is because they are well versed in the operational challenges faced by organizations (such as security concerns) and can provide valuable feedback on how best to address them without sacrificing user experience or performance objectives. Additionally, analysts bring a financial perspective which helps guide decisions around the budgeting required for such improvements.

Bringing these stakeholders to the table for the purpose of creating a legal service blueprint is an invaluable part of the process. Stakeholders typically include clients, technology experts, and business analysts and others who work in the legal industry. Engaging these stakeholders early on in the process ensures that all parties have an understanding of what will be required in order for services being created or modified under a legal service blueprint actually become successful in providing meaningful assistance and support towards those they are intended for, i.e., the clients; this helps secure better outcomes and results overall. 

Ultimately bringing these different stakeholders together for a legal service blueprint exercise will ensure the tech stack works perfectly and is adequately improved helps create an atmosphere where everyone’s input has been taken into account before proceeding with development efforts – resulting in better quality service designs and more satisfied customers across the board!

5. Pay attention to detail – from the way you answer the phone to the way you send invoices, every interaction matters.

Creating consistency in the customer experience relies upon attention to detail. No matter how simple or complex the interactions between your law firm or legal departments and your customers, details can often make or break the overall relationship between the two. Each experience should be designed with a focus on what is most important to the customer. This requires research, understanding of user journey maps, and an appreciation of how customers view each interaction.

A consistent customer experience also depends on attention to small but meaningful details that can help build trust and affinity between customers and businesses. Every step of the journey should ideally be personalized, including interactions with marketing content, email messages, product options, website navigation, payment methods offered, delivery speed, customer service responses— create a sense of consistency for customers across different touch points.

By focusing on creating consistency in the customer experience through thoughtful detail-oriented strategies, you can craft stronger relationships with their customers. This builds trust over time that helps engage customers more deeply in their interactions with your brand. Customers come to expect certain behaviors from brands that they have built trust with; if these expectations are met consistently then it creates an even better brand experience for them as they know exactly what they will get every time they interact with that organization.

Consistent experiences provide customers with comfort knowing what to expect when interacting with your brand or service each time they do so. This helps foster loyalty as people like feeling safe in their relationship with a business when everything is predictable and consistent—and these days it’s becoming increasingly important to be transparent with customers about your policies and your values so that customers understand what kind of relationship they can expect when interacting with you.

At every moment, clients must feel that every interaction with you bring direct and immediate value. That's why it's so important to pay attention to detail – from the way you answer the phone to the way you format and send out invoices. It may seem insignificant, but even something as small as sending an email with conciseness or choosing a better design for an invoice can make a huge difference in the customer experience! Let's stay on top of details and surpass expectations - details do matter!

Creating meaningful experiences for customers is essential for any high-performing legal practice today; attention to detail when crafting those experiences is essential not only for creating consistency but also building lasting relationships between brands and their loyal clients who will continue engaging over time because they know exactly what they’re getting every step along the way.

6. Customer-centricity can be attained with a Legal Service Blueprint.

If you are looking to create a legal service that stands out and leaves a lasting impression, then you need to use a Legal Service Blueprint. Building on the service design method, the Legal Service Blueprint is essentially a visualization of customer interactions and their journey throughout your legal service. A blueprint is a insightful exercise that helps you easily map out the customer interactions in the front-end and look at back-end tools and systems, in order to ensure that you can deliver the best experience possible. It's an inspired and practical approach to creating your legal service - so get ready to visualize your customer interactions and back-end processes to make your firm and legal department special!

By following a few Legal Design principles, you can make the process easier and more enjoyable for both you and your client. Keep the client’s needs in mind at every stage of the design process, from start to finish, and pay attention to the details that will create a lasting impression. Even with a little creativity and forethought, you can deliver an exceptional legal service that truly stands out from the crowd. If you want to design a legal service that leaves a lasting impression on the client, start by looking at a blueprint. A well-designed legal service will make your clients’ lives easier – and help you earn more business in the process.

Like this blog post?

Take the next step! Visit and join the school for the transformation of legal services. And don't forget to subscribe to the Legal Creatives newsletter to stay up to date with courses, events and insights via 📧

Thanks for reading!

Discover more Articles, Interviews and Insights on the Blog!

We have a lot of content to inspire you, inform you and help you on your journey with Legal Design and Innovation.