Use Case Design


A use case is made up of a set of possible sequences of interactions between systems and users in a particular environment and related to a particular goal.  Traditionally Use Cases have been designed by software and technology firms, to develop platforms that are valuable for their customers.  An important output of use cases is the identification of requirements

Traditionally, most buyers of marketing technologies have not designed use cases. When they evaluate vendors, they typically review case studies and features and select the supplier that best meets their needs.  This approach is selecting use cases ‘off the shelf.’

But today many organizations are designing their own use cases prior to engaging with technology vendors.  They do this because:

  1. Meet your team’s precise needs: Many marketing technologies are under-utilized. There are many reasons, but a big one is that employees don’t clearly see how the platform efficiently helps them accomplish their goals. Training your team with easy-to-use applications that clearly meet their exact needs leads to much better results.
  2. Use cases often span multiple platforms: Avoiding ‘siloed thinking.’ More and more the best use cases span multiple platforms and data sources.
  3. With precise requirements you’re a better buyer: With a clear understanding of what you want to accomplish, you are more likely to select the best vendors AND scope the engagement appropriately.
  4. Better Implementation: When your team and vendors understand your use cases, they will be in much better position to successfully implement the marketing technology program.
  5. Better ROI: With clear requirements you will save money by focusing your investment on what you really need.  Additionally, a well-designed use case will result in increased usage will should drive better customer engagement and growth.



We bring experience, and a proven framework, and understanding of marketing technology platforms. We work closely with client teams to implement a four-stage process.

  1. Clarify Vision: Formalize what we are hoping to accomplish
  2. Design Use Case: Model the goals and processes for appropriate actors. This can include your customers, your employees and partners. Record paths from trigger events, through follow-up actions to accomplishing objectives. Ensure that there is a clear flow. An output is use case diagrams which illustrate the interactive processes.
  3. Define Requirements: We prepare data and technology requirements. We incorporate existing data and platforms as well as specify areas where investments may be made.
  4. Gain Organizational Buy-In: Before moving further, we recommend reviewing the vision and use cases with key influencers for their feedback. This may lead to revisions. We recommend moving to implementation after everyone is on board.

We help clients develop use cases across their customer’s entire journey.  Refined Path is vendor-neutral so you can trust our recommendations.