Focus Area 01
Digital Strategy & Conception
Most digital projects start with a solution in mind. A website, an app, a new platform. But without a clear picture of who it is for, what it needs to achieve and where the current experience falls short, even well-built products miss the mark. Digital Strategy and Conception creates that foundation before anything is designed or built.
Start a conversationUser Research & Target Groups
Understanding who you are building for.
Before deciding what to build, it pays to understand who you are building it for. Who are your customers, what do they expect and where does the current experience fall short?
Through structured research and market segmentation, we develop personas that represent your actual target groups. These become a shared reference throughout the project, so every decision about content, structure and functionality is grounded in real user needs rather than assumptions.
Customer Journey Intelligence
Mapping, analysing and orchestrating how customers experience your organisation.
Most organisations know their customers go through several steps before making a decision. Few have mapped out what that experience actually looks like and where it breaks down.
A customer journey map makes this visible. It shows where potential customers get stuck, where they lose confidence and where a smoother experience would directly translate into more conversions, more trust or fewer support requests.
The result is a clear picture of where to focus and what to improve first.
Digital Positioning
Deciding where and how to be present digitally.
Should it be a website, a web app or something else entirely? This question comes up early and the answer matters. The wrong choice means building the right thing in the wrong form.
In this part of the process, we look at what your customers actually need, what your organisation can realistically maintain and what kind of digital presence makes sense at your current stage. The goal is not the most impressive solution. It is the right one.
PR/FAQ
Making an idea concrete before a single line of code is written.
A PR/FAQ describes a planned product or service as if it already exists. It includes a fictional press release and a set of anticipated customer questions, all written before anything is built.
The exercise forces clarity that is hard to achieve any other way. What is the real value for the customer? What problem does this solve? What would someone ask before signing up? Writing this out early reveals gaps and assumptions that would otherwise only become visible after significant time and money have been spent.
The document stays internal and belongs to the organisation. It is only shared publicly if they choose to do so. Below is a real example developed as part of a strategy engagement.
Deliverables
What you receive.
PR/FAQ
A structured fictional press release about the planned solution, developed together during the conception process.
Strategy document or Miro board
Journey maps, personas and the core concept in one structured reference. Ready to use as a briefing for design, development or internal decision-making.
Presentation
Results are presented in a shared session and delivered as slides afterwards for sharing within the team or briefing further partners.
FAQ
Common questions about Digital Strategy & Conception.
Who is this service for?
This service is designed for organisations at the beginning of a digital project. That includes startups developing their first product, established businesses moving from analogue to digital and local service providers who want an online presence that genuinely reflects what they offer. It is also relevant for organisations that have already launched something digitally but feel the strategy behind it was never fully thought through.
Do I need this if I already know what I want to build?
Not necessarily. If the target audience, goals and structure are already well-defined, it makes more sense to move directly to a UX and CX Review or to design and development. Strategy and Conception is a starting point, not a prerequisite for every project.
What is a PR/FAQ and why does it help?
A PR/FAQ is a document that describes a product or service as if it already exists and has just been publicly announced. Writing it before anything is built forces clarity: what is the real value for the customer, what problem does it solve, what would people ask before signing up? Gaps in thinking become visible early, when addressing them is still straightforward. The document belongs to the organisation and is only published if they choose to do so.
How many sessions does this typically take?
Between one and three sessions, depending on how complex the project is and how much has already been clarified. Simpler scopes can often be addressed in a single focused conversation. More involved projects, particularly those touching on new business models or significant organisational change, benefit from two or three sessions with time to reflect in between.
Contact
Not sure where to start? That is exactly the right moment.
If the direction is still open or the idea needs more shape before moving forward, get in touch for an initial conversation.
hello@cxunity.de