UX strategy in 2025

UX design has evolved from a focus on user-friendly interfaces to an integral part of strategic decision-making. In 2025, UX is not just about functionality, but about creating a smooth experience that truly move users forward. In practice, this means that companies are increasingly using UX design to put customer-centric thinking into practice.

Yet user-centered thinking not yet standard everywhere. Many organizations have untapped growth potential by taking user feedback more seriously and structurally integrating it into their optimization processes.

UX and AI: smart assistant but human interpretation essential

AI is playing an increasing role in supporting UX design. AI tools, such as those in Figma, an online design tool, help speed up tasks. Tasks such as generating designs or analyzing large amounts of feedback can now be outsourced to AI in Figma. But AI also has its limitations: while it can identify trends, human empathy remains essential for interpreting complex user needs.

One example is the use of AI to summarize customer reviews and discover patterns. This speeds up processes, but the interpretation and application of these insights still require the expertise of a UX professional.

From good research to practical insights

Conversion optimization with User Centered Design starts with good research. Collecting data is important, but understanding user behavior is crucial. In 2025, the focus is on combining quantitative and qualitative research methods:

• Quantitative research: Analysis of behavioral data through tools such as Hotjar.
• Qualitative research: Direct interactions with users for deeper insights.
• Usability testing: Identify obstacles in the use of products or services.

Combining these methods helps companies understand not only what users do, but also why they make certain choices. This makes translating insights into practical improvements more effective.

Conversion optimization and UX design: a love story

Although Conversion Rate Optimization (CRO) and UX design are sometimes seen as separate disciplines, they complement each other perfectly. UX focuses on improving the overall user experience, while CRO delivers measurable results. In 2025, organizations that combine these disciplines will find that usability and conversion are mutually reinforcing.

UX and product discovery

Companies looking to grow by 2025 would do well to employ UX design as a means of structural improvement. In this, product discovery a crucial role. Product discovery is a process that helps companies understand user needs before solutions are developed. It combines research and validation to ensure that products effectively address the real needs of users.

This process revolves around asking the right questions, such as:

• What are the specific challenges or goals of our users?
• What existing solutions are they using, and where are they falling short?
• How can we add unique value to our users' experience?

Through UX research within product discovery, companies can not only identify existing needs, but also discover needs. This may reveal issues that users themselves may not have explicitly expressed. Combining these insights with iterative design and development processes ensures that products are not only relevant, but actually match what users care about. Often there are many assumptions floating around about what users would find important, validate and find answers. This saves work and costs in the long run.

Examples of Product Discovery at Online Dialogue:

1. Defining clear outcomes: Suppose an organization's goal is to increase revenue by launching a new service. The starting point is to set KPIs, such as "revenue growth of 10% within 12 months."
2. Opportunity space mapping: Suppose research shows that customers need accessible online training. This presents a clear opportunity that can be responded to with an appropriate product/service.
3. Testing Assumptions: Through interviews and surveys, we test whether customers are willing to pay for this service (desirability), whether it is technically feasible (feasibility), and whether it fits the business strategy (viability).
4. Discovering and testing solutions: The team develops prototypes of training modules and then we run usability tests to see if they meet customer needs. This way you get closer to the core each time and take a user-centered approach.

Product discovery combined with UX design allows companies to minimize risk, drive innovation and bring better products to market. It provides a cyclical approach to learning, design and validation, enabling immediate growth.

How we deploy Product Discovery at Vattenfall for validation and growth

At Vattenfall we applied a structured Product Discovery approach to develop and validate new propositions. This process enables the organization to better address the needs of specific audience segments and increase the likelihood of successful implementation.

What steps do we use in our product discovery process at Vattenfall? 

Step 1: Analyze and select target segments

We began with an in-depth data analysis to identify key audience segments. This helped determine where the biggest opportunities lay and which audiences had the most potential.

Step 2: Identify customer needs and pain points

Through qualitative research, such as interviews and surveys, we investigated what the biggest challenges and motivations of these target segments were. This provided insight into the needs that a new proposition needed to fulfill.

Step 3: Designing propositions based on insights

Based on the research results, we designed multiple propositions that matched the target audience. In doing so, we took into account product fit, market demand and distinctiveness.

Step 4: User research and validation

We then developed the various propositions into a design and tested them with the target audience through a user survey. This yielded immediate feedback, allowing us to quickly determine which ideas had potential and which required adjustments.

Step 5: Implementation and further optimization

The best-performing proposition was further developed and tested in a live environment. Through A/B testing and user feedback, the design was continuously optimized to maximize impact.

With this approach, we at Vattenfall ensure that new propositions are not just based on data, but actually address the real needs of the target group. This reduces risk, increases the relevance of new designs and leads to more successful launches.

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Conclusion

In 2025, UX design is no longer a supporting process, but an essential part of your CRO strategy. Companies that focus on user needs research and use AI smartly and continue to think for themselves can count on sustainable growth. The crux lies in creating an organizational culture that allows for experimentation, learning and improvement.

UX design offers companies an opportunity to improve both internal and external processes and create value beyond the visual picture. Organizations that manage to balance creativity, data and empathy in optimizing user experiences have an edge.

Want to discover where your organization is missing growth opportunities?
We are happy to help you with a strategic UX analysis.