Ecosystem Mapping – Making the Invisible Visible

Service Design & User research

Project Overview

Belcorp’s digital experience is made up of multiple platforms - Unete, FFVV, ISA, Somos Belcorp, E-catalog, each evolving on its own. Service design and UX research mapped the entire consultant journey and the internal workflows behind it, revealing disconnects, duplications, and critical points of saturation. This mapping made it possible to build shared understanding and prioritize changes that benefit the entire experience.

Key insights

• Consultants receive redundant messages from multiple channels for the same purpose.

• Some steps in their journey are not owned by any product team, creating response gaps.

• Internal rework and siloed data lead to inefficiency and bad experience.

• Business teams often prioritize their own KPIs, not the holistic journey.

The consultant experience felt fragmented, with information coming from different tools and areas, often repeating or conflicting. Internally, each team worked in isolation, without visibility into how their actions affected others teams or the user. There was no unified view of what the consultant actually goes through, digitally or operationally.

Problem identified

Strategic Outcomes & Impact

What Service design and User research did

• Shared understanding across areas of how the experience actually unfolds.

• Ecosystem-based approach adopted by squads for prioritization.

• Alignment of efforts around consultant lifecycle (esp. new + PEG consultants).

• Blueprint now used to socialize decisions and avoid redundant initiatives.

1. Co-created a global ecosystem map with all business areas.
2. Mapped consultant journeys end-to-end (digital + analog)
3. Built a service blueprint showing processes, roles, and touchpoints.
4. Identified where users were oversaturated, under-supported, or getting mixed messages.

High level ecosystem map