UX Strategy Research Process & Examples

Research, discover, define, design, test, iterate.

Provisional Personas

Create and validate provisional personas through customer Interviews.

Preliminary Value Propositions

Validate and discover new value propositions while confirming personas in customer interviews.

Competition Analysis

Comprehensive matrix research of competition. Understand the history, value propositions, risks, and search for blue ocean opportunities.

Document Competitive Landscape

Document competition strengths and weakness on relevant platforms.

Define Key Experiences

Define and document key experiences that address top value propositions in focused user flows.

Design Key Experiences

Mockup key experiences as wireframes and detailed designs.

Plan and Recruit for Guerrilla Research

Recruitment strategy includes defining customers, screener questions, setup, value prop questions, scenario review questions.

Guerrilla Research Interviews

Identify location, arrange meeting times, tasked team members take detailed notes. Execute rubric. Summarize results.

Landing Page Test Plan

Test value propositions online with defined prospect groups based on personas and learned factors.

Landing Page Test Results

Review analytics during testing. Iterate on the prospect, the value prop, and the design.


Analyze results based on personas, value props, and key experiences.


Define market opportunities based on new knowledge gained through the process. Iterate.