Strategy Smiling

Where user needs meet business goals.

Innovation doesn’t happen around a boardroom table. That’s why we employ proven methods that put us in the shoes of your users. At WillowTree, qualitative and quantitative research always drives product design.

But while we execute a user-centered process, our Mobile Product Strategy encompasses much more. We dive into your business model, market challenges, and product positioning, helping you create a product that delivers unique value. And we work with our Software Engineering team to ensure we can deliver what we recommend, on-time and on-budget.

Strategic product definition

From creating an expansive, industry-changing vision of “the future of (fill in the blank)” to identifying the right features for your mobile product, we blend art and science to deliver an actionable, strategic approach to every stage of the product definition process. Our mobile strategy framework puts the user first, to uncover that distinctive idea that will delight users while meeting your business and market objectives.

  • Strategy workshop
  • Product vision
  • User-centered research
  • Competitive landscape
  • Concept labs
  • Feature prioritization
  • Roadmap recommendation

User-centered research

Asking for user input is important, but it’s just one component of our research. We move beyond questions and answers to formulate an entire journey map, so we understand your users’ needs, desires, and frustrations. That’s how we identify opportunities to serve them.

  • User interviews
  • Journey mapping
  • Persona definition
  • Field ethnography
  • Ride-alongs
  • Usability testing
  • Surveys

Business & market insights

An entire marketplace awaits your product. We work to understand the past, present, and future of your market by keeping up-to-date on the latest trends and analyst insights. This allows us to create a distinctive product that gives your company an edge over your competitors.

  • Business goal definition
  • Competitive and industry analysis
  • Success criteria definition
  • Stakeholder interviews
  • Subject matter expert interviews
  • Market opportunity assessment
  • Published study review and analyst insights
  • Baseline data analysis

Concept validation

We use the Kano model to understand which features will surprise and delight your users, and which they won’t care for. That way, we know before launch that we’re creating the best solution for your specific personas.

Feature prioritization

Now that we’ve done user and market research, we have loads of ideas. How do we make the best decision about which ones to use? Our method evaluates how important each feature is to your users and your business, and analyzes its implementation cost.

  • Ideation
  • Friction identification
  • Feature definition
  • Technical architecture mapping
  • Technical dependencies assessment
  • Product roadmapping
  • Data flow planning
  • Loyalty program strategy

Usability Labs

We take User Experience so seriously, we built our own Usability Labs. They let us gather feedback about our products so we can iterate quickly.

Content strategy

From movies to photos to audio to text, content constitutes an essential component of most digital products. And as products grow smaller and more wearable, they must continue to deliver the content users want—at the right time and in the right format.

  • Existing content audit
  • Mobile branding recommendations
  • Messaging architecture
  • App indexing
  • Content strategy statement
  • Workflow mapping
  • Content report

Data opportunity strategy

Customer data provides powerful benefits, allowing you to target users with relevant offers at the right time. What customer data do you wish you could collect? We can help you obtain useful intelligence about your customers through mobile and other platforms.

Research panel

We’ve developed our own WillowTree panel of mobile users we can recruit for interviews, usability tests, surveys, card sorting, and focus groups. Panel members give key insights to guide products, provide early feedback on our designs, and earn great incentives in the process…we’re always looking for new members to join our panel.


Explore our work.


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