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Strategy

Strategy that connects UX and buisness

The success of digital products often depends on user experience. That's why UX strategy today is also business strategy.

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The foundation

Strategy and research go hand in hand

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Good products begin with the right questions. What motivates people to use a product — or not to use it? What makes an experience truly relevant? Does interaction create joy? Do users feel connected to the product?

User research helps find answers. So decisions aren't based on assumptions, but on evidence. Only then can informed and innovative UX strategy emerge.

The foundation

Strategy and research go hand in hand

‍

Good products begin with the right questions. What motivates people to use a product — or not to use it? What makes an experience truly relevant? Does interaction create joy? Do users feel connected to the product?

User research helps find answers. So decisions aren't based on assumptions, but on evidence. Only then can informed and innovative UX strategy emerge.

Our strategy mindset

Strategy as the guiding thread in product development

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Our approach always connects business goals with user needs. If there's a gap here, we need to readjust. No product succeeds just because it has the same features as the competition. It succeeds because it solves exactly the problem that's been troubling users all along.

Our strategy mindset

Strategy as the guiding thread in product development

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Our approach always connects business goals with user needs. If there's a gap here, we need to readjust. No product succeeds just because it has the same features as the competition. It succeeds because it solves exactly the problem that's been troubling users all along.

Uniting teams

Strategy creates shared goals and greater motivation

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We develop strategies that don't just look good on paper, but are also understandable. Strategy isn't a solo effort: it's developed in close collaboration with the client and involved teams. It should be accessible to everyone at all times, understood and lived.

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With a shared strategic vision and knowledge of their own contribution, everyone feels involved and part of the bigger picture. This creates new momentum in the project.

Uniting teams

Strategy creates shared goals and greater motivation

‍

We develop strategies that don't just look good on paper, but are also understandable. Strategy isn't a solo effort: it's developed in close collaboration with the client and involved teams. It should be accessible to everyone at all times, understood and lived.

‍

With a shared strategic vision and knowledge of their own contribution, everyone feels involved and part of the bigger picture. This creates new momentum in the project.

What a good strategy can achieve

Create focus

Strategic clarity about priorities, set goals, and responsibilities

Anchoring company values

Ensuring brand identity, ethics, and responsibility in product development

Measuring impact

Define goals, evaluate results, make progress visible

Empower teams

Structure collaboration, clarify roles, share responsibility, and motivate

Act sustainably

Align decisions long-term with users and the environment

Identify opportunities

Identify growth potential and set new standards

Our Process: Strategy across the entire product life cycle

Strategy is not a one-time step. It accompanies digital products from the initial idea to scaling and development.

Depending on which phase your product is currently in, we start at different points. Here's how we apply strategy throughout the product life cycle:

initiation
Define
Build
Transition
Use

It all starts with clarity

We analyze framework conditions, markets and organizations in order to create a well-founded basis for strategic decisions.

Goal: Common understanding of direction, opportunities, and risks.

Benchmark Analysis

Description:

A benchmark analysis shows how your own website is perceived in comparison to other offerings. We examine competitor sites from the user’s perspective and evaluate which solutions provide orientation, build trust, or clarify functionality. This is not about imitation, but about insight: Where does your own solution require action, and which best practices demonstrate effective success? The analysis provides clarity on where optimization is worthwhile and which approaches hold real substance.

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Your input:

  • Insight into the market environment and relevant objectives
  • Joint clarification of comparative criteria

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Our result:

  • Evaluated comparison of your own solution and standard market approaches
  • Visible need for action in user experience
  • Inspiration from working solutions from other providers
Let's Talk

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Market Opportunity Scoring

Description:

Market Opportunity Scoring helps identify requirements whose implementation can provide the product with a tangible competitive advantage. We observe real usage situations on-site, talk to people about their tasks, and gather evidence on where existing solutions fall short. These requirements are bundled and evaluated by all stakeholders according to their relevance and market potential. This results in a prioritization that highlights which further developments are strategically most rewarding.

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Your input:

  • Access to people or contexts in which the product is used
  • Insight into market or competitive ambitions

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Our result:

  • Collection and consolidation of market-relevant requirements
  • Evaluated classification according to market potential and current level of fulfillment
  • Ranking of requirements as a basis for decision-making for product development
Let's Talk

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Stakeholder Interviews

Description:

Stakeholder interviews help to understand which expectations, goals and conditions shape a project from various perspectives. In confidential conversations, we listen, clarify assumptions and make it visible where interests coincide or diverge. This creates a foundation on which decisions can be classified and priorities can be set realistically — before misunderstandings have an effect.

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Your input:

  • Identify relevant stakeholders
  • Willingness to involve key people for discussions

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Our result:

  • Understanding expectations, goals and potential areas of conflict
  • Documented insights as a basis for alignment and prioritization
  • Clarity about which prospects for further development must be considered
Let's Talk

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Orientation becomes structure

We develop roadmaps, principles, and governance structures that make strategy tangible and verifiable.

Goal: A strategy that works – clearly prioritized and measurable.

Kano-Ranking

Description:

Products become relevant when they meet real needs. In our needs analysis, we examine which features are truly meaningful to users and which only offer assumed value. To do this, we systematically capture expectations, mandatory criteria, and potential delighters, revealing how significantly they influence perceived quality. This provides clarity on which functions take priority—ensuring that development creates impact rather than just volume.

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Your input:

  • Overview of existing and planned features

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Our result:

  • Structured evaluation of needs and functional performance
  • Prioritize according to potential benefits and impact
  • Recommendations for focused product development
Let's Talk

Online Research Communities

Description:

Online research communities enable long-term exchange with real usage prospects. Using a digital platform, selected people regularly provide insights, respond to impulses and further develop their views in dialogue. The continuous exchange makes it clear how needs are changing, which topics are becoming more important and where concrete starting points for product development are emerging.

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Your input:

  • Clear thematic focus or research interest
  • Access or recruitment of suitable participants

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Our result:

  • Ongoing collection of user-driven perspectives and feedback
  • Elaborated patterns and relevant topic clusters
  • Derivatives that gain substance over the course
Let's Talk

Customer Experience Workshop

Description:

Good decisions are made when everyone shares the same vision of the user reality. In the Customer Experience Workshop, we visualize how users interact with the product, the expectations they bring, and where friction occurs. Together with stakeholders, we structure experiences, pain points, and opportunities across key touchpoints. This creates a shared understanding of where the product must make an impact—and the requirements that follow.

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Your input:

  • Knowledge about relevant user groups
  • Participation of key stakeholders in the workshop

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Our result:

  • Joint customer experience map with touchpoints, pain points and opportunities
  • Derived requirements and focus areas for product development or service design
  • Clarity about relevant user experiences as a basis for decision-making
Let's Talk

Requirements Catalog

Description:

A product can only be successful if it is clear what it is intended to achieve. In the Requirements Catalog, we document which functions, content, and conditions are relevant for use—from the perspective of both the user and the system. These requirements are systematically gathered, prioritized, and evaluated based on their current status of fulfillment. This creates a reliable foundation upon which the information architecture, functional scope, and subsequent development steps can be purposefully built.

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Your input:

  • Insight into user groups and their typical tasks
  • Relevant existing insights such as personas or journey maps

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Our result:

  • Structured and prioritized catalog of requirements
  • Visualization of gaps and level of compliance
  • Basis for downstream information architecture or design decisions
Let's Talk

Transform goals into processes

Strategy only develops its value when implemented. We translate strategic goals into effective structures, processes, and decision-making bases.

Goal: Strategy becomes part of everyday working life – not just a decision.

Accessibility consulting

Description

Accessible products are created when design, language, and technology are conceived inclusively from the start. In our accessibility consulting, we support the development of digital offerings to ensure they are barrier-free—for all target groups and in every usage situation. We examine design, content, and code for potential obstacles and demonstrate what inclusive design looks like in practice. The goal is an experience that excludes no one and remains sustainable over time.

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Your input:

  • Insight into product status and existing design or code base
  • Joint clarification of target groups and accessibility requirements

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Our result:

  • Identified barriers in design, interaction, and language
  • Specific recommendations to improve accessibility
  • Basis for inclusive development in design and implementation
Let's Talk

Measure and evaluate progress

The company shows whether strategy works. We measure progress, evaluate impact, and adjust priorities based on real results.

Goal: Visible results and continuous improvement.

Stakeholder Workshop

Description:

A stakeholder workshop creates the space to reveal diverse perspectives and formulate shared goals. We bring relevant participants together to make expectations transparent and clarify which direction for the product or project can be collectively supported. This is not just about alignment, but about mutual understanding: identifying which interests are at play, where tensions exist, and how to derive a common path that provides clear orientation for the next steps.

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Your input:

  • Identify relevant stakeholders or decision makers
  • Willingness to clarify goals together

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Our result:

  • Transparent view of expectations and objectives
  • Common basis for priorities and next steps
  • Documented communication as a basis for further action
Let's Talk

Change Management

Description:

Changes only have an effect if people can go along with them. In Change Management, we support the introduction of new versions or systems in a way that ensures users are not just informed, but genuinely empowered. We take an early look at how changes impact daily routines, where uncertainties might arise, and how acceptance can be built. The goal is a transition that fosters understanding and enables usage—rather than just a technical migration.

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Your input:

  • Common understanding of the planned change
  • Involving relevant people from the organization or product environment

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Our result:

  • Clarity about the effects of change on usage and everyday life
  • Recommendations for implementation and communication
  • Measures that support the transition and promote acceptance
Let's Talk

Adapt and evolve strategy

Products, markets, and organizations are changing. We help you to further develop your strategy, ensure responsibility and build up the ability to learn.

Goal: Organizations that understand and can actively shape change.

Customer Advisory Board

Description:

Metrics provide orientation when they capture what truly matters. We work with both KPIs for performance evaluation and KEIs (Key Experience Indicators) to make impact and user experience visible. Through continuous analysis, we monitor whether defined goals are being met and identify where adjustments are necessary. To achieve this, we select metrics that capture actual impact—not just activity. This foundation allows for early intervention, addressing issues before they even become apparent.

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Your input:

  • Common understanding of strategic goals
  • Access to relevant product or usage data

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Our result:

  • Definition and prioritization of relevant key figures
  • Ongoing evaluation of goal achievement
  • Recommendations for action in the event of discrepancies or a new need for knowledge
Let's Talk

KEIs/KPIs

Description:

Metrics provide orientation when they capture the essentials. In our work with Key Experience Indicators (KEIs) and Key Performance Indicators (KPIs), we continuously monitor whether defined goals are being met and where adjustments are necessary. We select metrics that make actual impact visible—not just activity. This creates a system that recognizes changes early and enables decision-making before problems arise. The goal is an ongoing dialogue between objectives, impact, and action.

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Your input:

  • Common understanding of strategic goals
  • Access to relevant product or usage data

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Our result:

  • Definition and prioritization of relevant key figures
  • Ongoing evaluation of goal achievement
  • Recommendations for action in the event of discrepancies or a new need for knowledge
Let's Talk

Why UseTree when it comes to strategy

We shape strategy with conviction

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Not every vision needs to sound grand. But every vision needs to be understood.
For us, strategy isn't a PowerPoint – it's a promise.

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It creates focus, challenges assumptions, and aligns decisions with impact.

DOS

What we do

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  • We combine analysis with conviction.
  • We create orientation before expensive development processes begin.
  • We develop strategies that are feasible and measurable.
  • We translate goals into concrete action recommendations.
  • We plan strategy as a living process, not as a presentation.

Dont's

What we don't do

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  • Not buzzword bingo
  • No strategy papers without implementation plans
  • No action without concrete goal
  • No roadmaps without direction
  • No success without evidence

Our conclusion

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Good strategy reduces complexity.

It creates orientation and takes responsibility.

Do you have any questions?

Let's talk about strategy. Together, we create clarity, direction, and impact.

Nastasja Schäfer

Nastasja Schäfer

Strategy Lead

strategy@usetree.com
+49 30 8632919-1
Get in touch

Our work in practice

How we turn ideas into products

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The Experience Company.

Innovation comes with experience.

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