We’re more than just another consultancy. We are founding partners of byTheNetwork, an award-winning, global network of 34 independent agencies; covering 34+ key markets worldwide.
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We’re more than just another consultancy. We are founding partners of byTheNetwork, an award-winning, global network of 34 independent agencies; covering 34+ key markets worldwide.
These instinctive shortcuts expose a simple truth: people will always gravitate toward what feels easiest or most efficient. This often highlights a mismatch between a designers intent and real human behaviour.
While we may not see worn-down grass or trampled dirt online, the concept of elephant paths applies just as much to the digital world. Customer journeys are shaped by a web of interactions across channels — an intricate network of touchpoints that often mirror these organic, user-defined routes.
The parallel between customer’s physical and digital experience points to three key considerations for businesses who are seeking to design better online journeys:
1. Flexibility Over Rigidity
Elephant paths and online journeys both emphasise the importance of user flexibility. Just as elephant paths challenge predetermined walkways, online journeys also can deviate from anticipated routes. Static, predetermined paths often lead to frustrated users that seek more efficient, personalised experiences. Businesses should offer experiences with adaptable pathways that cater to diverse customer preferences and evolving trends. Dark UX be gone!
2. Observing User Behaviour
Like studying foot traffic to optimise urban planning, brands must continuously observe their users behaviour to refine and optimise their online journeys. Data analytics and user feedback will always unveil patterns and pain-points, empowering brands to identify areas of improvement and adjust their digital landscapes accordingly. Remember, any data is better than nothing.
3. Co-Create with Customers: Elephant paths are shaped collectively by human choices, reflecting our shared needs and preferences. Businesses should actively engage with customers in co-creating their online journeys. Using a human centred design approach of gathering feedback, hosting ideation sessions and involving users in testing new strategies, fosters a sense of ownership with customers; resulting in more intuitive and satisfying digital user experiences. Look at your audience as humans, not just users.
Bottomline, in this new digital era, businesses must adopt a similar mindset to urban planners – embracing the organic nature of elephant paths to craft seamless online journeys. By prioritising flexibility, observation, and co-creation in business strategies, brands can navigate their digital landscape with confidence and pave the way for enhanced customer experiences.
→ Rachel’s expertise lies in driving customer-focused initiatives, with a strategic data-driven business mindset. With over 11 years in advertising and consulting roles, Rachel has acquired a unique skillet working across a diversified portfolio of clients and programs spanning across OOH, Experiential, Digital, Web, Personalisation, CX and UX. She’s had the opportunity to work on transformative brand programs such as the Honda portfolio, Samsung, Parmalat, Ripley’s, Amex, Smirnoff and more.
