• The 4 Phases
  • All Methods
    • Phase 1Observation
      • 5 Whys
      • 6 Thinking Hats
      • AEIOU Framework
      • Card Sorting
      • Collage
      • Competitive Analysis
      • Content Audit
      • Contextual Inquiry Plan
      • Crazy Eights
      • Eisenhower Matrix
      • Empathy Map
      • Field Study
      • Focus Groups
      • Future Trends
      • How Might We
      • Hypothesis Testing
      • Jobs-to-be-done (JTBD)
      • Journey Mapping
      • Knowns and Unknowns Framework
      • Lessons Learned
      • Mental Models
      • Mind Mapping
      • Moodboards
      • Mystery Shopping
      • Netnography
      • Observation
      • Personas
      • Poems
      • Poster Session
      • Product Love Letters
      • Stakeholder Map
      • Surveys
      • World Café
      • Worst Possible Ideas
    • Phase 2Creation
      • 6 Thinking Hats
      • 6-3-5 Brainwriting
      • Bodystorming
      • Brainstorming
      • Business Model Canvas (BMC)
      • Card Sorting
      • Challenge Assumptions
      • Click Dummy
      • Collage
      • Could, Should, Must
      • Crazy Eights
      • Dark Horse Prototype
      • Eisenhower Matrix
      • Emotional Journey Map
      • Empathy Map
      • Field Study
      • Focus Groups
      • How Might We
      • Hypothesis Testing
      • Innovation Board
      • Jobs-to-be-done (JTBD)
      • Journey Mapping
      • Knowns and Unknowns Framework
      • Low-Fidelity Prototyping
      • Mental Models
      • Mind Mapping
      • Mobile Diaries
      • Moodboards
      • One-Minute-Pitch
      • Personas
      • Pluralistic Walkthrough
      • Poster Session
      • Product Love Letters
      • Remote Usability Test
      • SCAMPER
      • Service Blueprints
      • Stakeholder Map
      • Storyboards
      • Surveys
      • SWOT Analysis
      • User Testing
      • Value Proposition
      • Walt Disney Method
      • Wizard of Oz
      • World Café
      • Worst Possible Ideas
      • Wow-How-Now Matrix
    • Phase 3Implementation
      • A/B Testing
      • Business Model Canvas (BMC)
      • Could, Should, Must
      • Eye Tracking
      • Golden Circle
      • High-Fidelity Prototype
      • Innovation Board
      • Low-Fidelity Prototyping
      • Mobile Diaries
      • One-Minute-Pitch
      • Pluralistic Walkthrough
      • Product Love Letters
      • Remote Usability Test
      • Service Blueprints
      • Storyboards
      • SWOT Analysis
      • User Interviews
      • User Stories
    • Phase 4Validation
      • A/B Testing
      • Competitive Analysis
      • Concept Testing Plan
      • Contextual Inquiry Plan
      • Eye Tracking
      • HEART Framework
      • High-Fidelity Prototype
      • Hypothesis Testing
      • Innovation Board
      • KPI Tracking
      • One-Minute-Pitch
      • Pluralistic Walkthrough
      • Remote Usability Test
      • SCAMPER
      • Search-Log Analysis
      • Service Blueprints
      • Social Media Monitoring
      • Surveys
      • User Interviews
      • User Stories
      • User Testing
  • Workshop Bundles
  • About us
  • Meet the Creators
  • Get support
  1. UX Toolkit
  2. Methods
  3. SWOT Analysis
advancedcreationimplementation
SWOT AnalysisQuestion and analyze your project or business venture.
45 – 95 min1 – 10 Participantsworkshopsoloanalogue
+6
Open in FigJamOpen in Miro
Summary
The SWOT Analysis reflects internal factors of a project to assess external factors. Here, the areas of strengths, weaknesses, opportunities and threats are reflected upon to help teams and individuals to classify and question their (product) concept.
Step-by-step
  1. Depending on whether the analysis is to take place alone or in a team, a meeting can be scheduled and the worksheet prepared. It is best to print the worksheet at least in A3 format, so enough post-it's will fit on it, if it is to be processed analogously.
  2. If working in a team, the project idea should be summarized before starting the method so that everyone is on the same level. This summary should be done as neutrally as possible, so that no one is influenced by the feelings of the narrator. It makes sense for each participant to first collect their own thoughts and then discuss them with the others.
  3. First, the internal factors are analyzed. Each participant writes at least one strength on a post-it, or directly on the worksheet in the respective quadrant. No more than one item should be listed per post-it. Once everyone has given their input, the post-it's can be clustered to identify possible overlaps. Points that have been mentioned several times could be particularly important.
  4. Next, the same process is performed for the weaknesses. For example, a weakness may be a company's location, lack of knowledge, or dependence on other companies or service providers.
  5. Subsequently, the external factors are considered, the opportunities and threats. The process is the same as for strengths and weaknesses. What are the uncertainties? How can the market or the competition create opportunities or threats? After the worksheet is filled with the post-it's they can be clustered again to determine similar points.
  6. Optional: The SWOT Analysis worksheet now gives a good impression of what makes the product or service special. If the clustered points need to be further categorized, a point vote with the team can help. Let each participant mark one to two points in each category as the most important in their opinion.
  7. Finally, the findings and consequences of the analysis should be discussed. Which strengths should be particularly cultivated? Which weaknesses can be addressed and how? The SWOT Analysis can be updated during the course of the project and should always be accessible to the entire project team. If a new version of the product has been iterated, the worksheet can be used to see whether individual weaknesses have been eliminated with the new version.
What you need
  • SWOT Analysis worksheet
  • Pens
  • Post-it's
  • Optional: dot stickers
External resources
  • How to Perform a SWOT Analysis
    by virtualstrategist
Do you have a question?
These methods might seem simple, but applying them in a real project is another story. We’re there to help. If you have any questions, do not hesitate to get in touch with us at the User Experience Strategy & Design team.
Ask Away!
Explore similar methods
Poster Sessionobservation
5+ Participants
50 – 95 min

Present ideas, concepts, and insights in a visually appealing way.

Click Dummycreation
1+ Participants
45 – 55 min

Bring interactivity to wireframes.

Business Model Canvas (BMC)creation
1+ Participants
50 – 65 min

Structure and plan business models.

Personasobservation
1+ Participants
30 – 90 min

Get to know the target group and have a foundation for future decisions.

Emotional Journey Mapcreation
1+ Participants
15 – 60 min

This method serves to explore and question the overall experience of users.

© Merck KGaA, Darmstadt, Germany, 2022.
Follow us
  • Dribbble
  • Instagram
  • Medium
  • Behance
Phases
  • Observation
  • Creation
  • Implementation
  • Validation
Learn more
  • About Us
  • User Experience Strategy & Design
  • Liquid Design System
Legal
  • Data Privacy
  • Terms and Conditions
  • Imprint
Follow us
  • Dribbble
  • Instagram
  • Medium
  • Behance
This website uses cookies to give you the best, most relevant experience. Using this website means you’re OK with this. You can change which cookies are set at any time – and find out more about them in our Cookie Policy.