CONDUCTING COMPETITOR ANALYSIS FOR UX.

FOR UX DESIGNERS.

INTRODUCTION

Understanding the competition is a crucial activity for any product that is entering the market world. there are a limitless number of competitors out there all battling for attention

Before you begin with the initial research for your product. it is better to have yourself check the market and your competitors. because doing so would reap a lot of benefits.

For example: not only can you learn best practices from competitors, but you can also learn to avoid the mistakes they make.

“Keeping track of who your competitors are, what people are saying about them, and what they are saying themselves can help you differentiate your business and stay ahead of trends that could impact your business,” -Michele Levy

Carrying out a UX competitor analysis will improve your business choices.

· Better targeting customers

· Focus on the market potential

· Understanding what the competitors are offering.

· Finding target users

· Finding features that your competitors are not providing.

· Finding suitable features for your product and market.

HOW TO DO A COMPETITOR ANALYSIS.

An analysis isn’t limited to just one method. There are many ways in which you can conduct competitor analysis.

This here is my approach of doing the analysis.

However, there are a few key points that you need to consider:

Firstly, consider if you are doing the job or you would want a professional analyst to do it.

Understand the goals of the analysis.

  • Why are you doing this competitor analysis?
  • What do you hope to achieve?
  • Will this research impact UX decisions?

CREATING A FRAMEWORK:

After analyzing your goals of doing this analysis, note down all the things you would consider for this analysis, and create a table.

Here is my list of contents I put in my table.

  • NAME
  • ELEVATOR PITCH
  • STRENGTHS
  • WEAKNESSES
  • GOOD AND BAD FEATURES
  • USER REVIEWS.
  • DESIGN ASSETS.
  • DESIGN ISSUES.

FIND COMPETITORS:

Now you might want to open a google spreadsheet or chart and start creating a table of information.

And then you can add your competitors to it.

But before you do that you need to classify the competitors into two types.

  • Direct competitor: those people and companies who are doing what you do already.
  • Indirect competitor: those who offer something similar to what you offer.

For example: Consider dominoes. Pizza hut would be a direct competitor ( same product ). And KFC would be an indirect competitor. ( same field of work )

METHODS TO FIND ANSWERS:

INFORMATION IS ABUNDANT, YOU JUST NEED TO FIND IT.

  • Web audits: there is a huge wealth of data that can be found using the internet. Your competitor would want his presence on the web for customers to visit in the first place.
  • Heuristic evaluation: for competitors that are really close to what you are doing. This is a time taking process and you wouldn’t want to waste much of your time.
  • Secret shopping: be a customer and approach your competitor.

PITFALLS.

THESE ARE SOME OF THE COMMON MISTAKES COMMITTED

  • A common mistake when carrying out this analysis is the never-ending list. The last thing you want is to be drowning in information without any proper summary.
  • Information is as good as the person who is analyzing it. So it is better to have your data verified by other members of the team.
  • If you have resorted to wishful thinking, you might end up with preposterous conclusions. So, make sure you ask for advice and then make sure of things.

UI,Graphic and Web designer.