On the basis of product vision and strategy, the concept and the design of the intended solution are carried out. The customer is an active participant in the project to develop the perfect design for an optimal user experience (UX). During development, the project team can react to changing requirements quickly and flexibly, thanks to agile methods.

Requirements Analysis

Analysis of target audiences, processes, requirements and success factors

Concept Development

Development of rought concept, product vision, project planning and initial backlog


User-oriented layout and design, continuous optimization and development

Approach and Challenges During Concept Development and Design

  • Clear Requirements: Analysis of the requirements and wishes of the customers for the project and the intended application
  • User-Orientation: Target audience-specific flexible concept development, based on product vision
  • Design: Well designed and functional layout of the solution across all channels and in accordance with the style guide
  • Usability: Designed with the tareget audience in mind for the best possible user experience
  • Flexibility: Iterative development process and continuous feedback, refinement and optimization of the solution being developed
  • Infrastructure: Optimally coordinated, flexible processes and IT system architectures as well as optimal integration of the application

Project development process and active involvement of the customer

AOE projects are transparent. We use agile methods right from the start, i.e. during the concept development phase, thus actively involving our customers in the development process. The project development process is as follows:

  1. Requirements Analysis and Scenarios: Examination of existing information such as pre-concepts, call for paper- or strategic documents. Requirements analysis and joint workshop with all stakeholders during the discovery phase. Collective assessment of the business value of all requirements with the customer, development of user personals with character traits, derivation of user journeys and scenarios of the application as well as simulation of possible user behavior.
  2. Rough Concept and Product Vision: Creation of a rough concept of the application. Requirements are summarized in product vision agreed upon by all stakeholders, so that the defined requirements are understandable and appraisable. Project pre-planning occurs in an initial backlog, in order to be able to reocognize and take into account dependencies, e.g. with external project partners.
  3. Design: On the basis of the style guide, wireframes, layouts, prototypes and user interfaces of the most important screens are designed. to ensure intuitive handling, optimal usability and the best possible user experience, the characteristics and attributes of the target audiences are taken into consideration.
  4. Refinement and Development: Continuous refinement and development of the created concepts and designs in an iterative process in regular exchange (sprint planning, dailies, sprint review and retros) with the customer. Optimal integration of the application into the existing system environment of the customer.

The Iterative Process in Detail

An important element of concept development and design – and therefore the entire user experience as well – is the iterative process. The example of the graphic shows that design must also be “Agile”. When complex requirements are involved, design is therefore always a key component of development.

Flexible Projects through agile Development

In agile projects development doesn’t follow a rigid plan; instead, development is based on the existing parameters and is entirely flexible. At the beginning of the project AOE identifies the most important functions of the web application together with the customer; design of the user experience, together with optimal usability and navigation, is developed in an agile, iterative manner.

It’s important that the customer has the possibility to influence development and prioritization of features at any time – functions can be integrated and adapted during ongoing development, so that the application can be optimally customized to meet the needs of the customer.

Concept, UX and Design with AOE

Requirements Analysis

Collecting and evaluating all requirements as well as assessing busines value

Clear Processes

Pre-planning of the project to recognize dependencies and possible problems

Product Vision

An easy-to-understand description of development requirements for all stakeholders


Optimal UX thanks to personas, user journeys and scenario development


Refinement and development of requirements in an iterative process

Agile Methods

Close coordination of feature development with the customer as an active project participant

Frontend Technologies

Use of current Open Source frontend technologies for innovative design

Communication and Transparency

Regular meetings and feedback of the project team in an agile process and active customer participation in the project

Systems Integration

Analysis of the system environment and optimal integration into existing processes and IT infrastructures

Related case studies

Are you providing customers simply with products online or an experience? The challenge to increasing sales lies in creating an experience.
Hiroshi Mikitani

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