With tons of UX methods out there, all specializing in different areas and aspects of UX design, it shows the versatility of data driven design and all the preliminary work that goes on before concepting and blue-sky ideation even begins when it comes to our profession. A Competitive Analysis is but one of many methods designers and researchers use to understand their product’s place in the consumer market, what makes a product unique in the playing field, and the products short comings compared to the competing companies and products in the same market space. It helps define what makes your product unique, shows industry trends that are followed or should be followed, analyzes the consumer base, and ways to attract more users that may favor competing companies and products, etc. It is an overall analysis of the landscape and players that directly affect your company, and its products. “A conscious analysis of your research will show you gaps that your competitors aren’t able to fit. A new feature will rise when you identified the problem. You will have the opportunity to elaborate a plan for your audience based on the analysis of your research, developing solutions or products that your actual audience needs”. (Maxicabrera)
A Competitive Analysis is made up of several parts. It has an overview that states what the product is and how it functions and may contain an industry forecast for present or future trends that are important to your product. It may list user demographics and social media presence which can help identify commonalities within the user base that may help bring in other users who prefer a competitor’s product or simply haven’t been introduced to this product at all. Product features are listed for digital products so that every part of the product is analyzed with their pros and cons. Its content will also be analyzed, as well as design choices but most importantly, an analysis of competitor’s products will also be done to compare and contrast. “This method is often used to highlight strengths and weaknesses of products in order to make more informed decisions about your product strategy. A typical competitive analysis might include information, such as:
- An overview of the product landscape (products, companies, prices, market share, etc.)
- User demographics
- Lists of product features
- Social media presence (followers, posts, etc.)
- Evaluation of visual design language
- Voice, language, and content”
(Brad Dalrymple)
Overall, a competitive analysis is an important data collection and analysis method that can be used during different points of a products lifecycle, from pre-launch to the final years of a products support, it is the method that helps gauge the products place in both the public’s perception and in the industry it serves.
Resources
Maxicabrera. “Why Should I Do a UX Competitor Analysis?” Medium, Muzli – Design Inspiration, 31 Dec. 2019, medium.muz.li/why-should-i-do-a-ux-competitor-analysis-679f56ab2b7d.
Dalrymple, Brad. “Competitive Analysis.” Medium, User Research, 1 Nov. 2018, medium.com/user-research/competitive-analysis-b02daf26a96e.
Design By Angel Vazquez 