Create a Winning Product Strategy

It's important to identify these different components so that you can communicate your user experience product strategy clearly with all stakeholders.


A user experience product strategy is made up of five different elements: user goals, customer needs, product capabilities, usage context and business goals. It's important to identify these different components so that you can communicate your user experience product strategy clearly with all stakeholders.

The user experience (UX) of a product is consistently ranked as one of the most important factors for user satisfaction.

When it comes to increasing user satisfaction, user experience strategy cannot be left out. A user experience product strategy is made up of five different elements: user goals, customer needs, product capabilities, usage context and business goals. It's important to identify these different components so that you can communicate your user experience product strategy clearly with all stakeholders.

User Goals

The first step in creating a winning user experience product strategy is identifying user goals. Users have three types of goals they want to achieve when using a product: functional goals are related to completing tasks; learning goals involve understanding how to use/interact with the product; and social goals relate to interacting with other users. Not only do these three user goals influence user satisfaction, but they also help identify user needs and product capabilities.

Customer Needs

The next step is to determine the user's customer needs: what does your user expect from using your product? These can include: looking for specific information; task efficiency; ease of use; or getting assistance when needed. While user needs are highly influenced by user goals, they can vary according to who the user is and how he/she wants to interact with the product. By identifying these needs you're able to align them with product features and capabilities that increase user satisfaction.

Product Capabilities

Understanding what a user expects from a product requires an understanding of what the product is capable of doing — its. A Product capability outlines one of three user-focused elements: user interface design, user interaction design or user experience.

Usage Context

The last step in identifying product capabilities is determining how the user will interact with the product. Will they use it at home? At work? While travelling? The answer to this question defines the usage context of your user experience strategy and enables you to identify different ways users are likely to interact with your product. Business Goals

The final element of a winning user experience product strategy is business goals: what do you want your product to be able to achieve for your business financially and strategically. Capturing these goals at an early stage helps ensure that user needs and user experiences support organisational objectives and don't conflict with existing business processes.

By identifying user goals, customer needs, product capabilities and usage context you can begin creating user experience strategies for your product.

After identifying these user experience strategy elements you are now able to communicate your user experience product strategy clearly with all stakeholders. This helps align different teams' priorities and ensure that everyone understands what user-focused features need to be incorporated into the product.

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