What is Competitive Analysis?
A competitive analysis provides strategic insights into the features, functions, flows and feelings evoked by the design solutions of your competitors.
Why is Competitive Analysis Important?
By understanding the different facets of competitor’s products, you can strategically design your solution with the goal of making a superior product and/or experience.
When should you perform Competitive Analysis?
You should do this research before starting a project. Since competitors can emerge at any time or may improve their offerings, you should also continue this research throughout the duration of the project.
Reasons to do Competitive Analysis
- solve usability problems
- understand where your product or service stands in the market
- Inform the design process
- know the strengths and weaknesses of your competition
- have reliable evidence when making product changes
- focus your efforts in a target market
What are the benefits of carrying out Competitive Analysis?
- market gaps - through your research you may discover a feature that your competitors products do not have. This can help target an underserved market.
Market gaps
What are the benefits of carrying out Competitive Analysis?
- When you identify market gaps, you can fill them by developing your product or services accordingly.
Developing products or services
What are the limitations of a Competitor Analysis
if you spend too much time looking at a competitive analysis, you may be missing the mark when it comes to creating truly innovative solutions.
How do you do a UX Competitor Analysis?
Understand your goals - why are you doing this competitor analysis? what do you hope to achieve? Will this research impact UX decisions?
How do you do a UX Competitor Analysis?
Really know your competition: theres two types, direct competition and indirect competition
How do you do a UX Competitor Analysis?
Look for commonalities among competitors:
* tone and copy of the competitor
* good and bad features
* user reviews
* wait/load times
* customer service
* design
How do you do a UX Competitor Analysis?
Analyze and summarise - create a small summary of what you have found out as well as what impact the info will have. This stage is good for identifying design opportunities because you understand your competitors flaws.
How do you do a UX Competitor Analysis?
Present your UX competitor analysis - prepare a presentaion of your findings and even calculate the ROI of your UX activities.
Pitfalls
don’t just generate info without direction and analysis with actionable items.
