What is UX competitive analysis?
UX competitive analysis is part of the research stage in the UX design process. During this stage, you explore your competitors in the industry to get an idea of their work and the way they are solving the problems of their users.
This analysis helps you to decide your design strategy for your products.
When to do UX competitive analysis?
UX competitive analysis is important to start early in the process and it should be done in an iterative way since trends can be changed rapidly and competitors will also keep on enhancing their products and services. So, this is not a one-time activity in the design process, instead, it should follow an iterative approach to keep yourself up to date.
Why do UX competitive analysis?
The main purpose of UX competitive analysis is to know about the following.
- What are the unique features they are providing to users?
- How they are trying to solve user problems with these features?
- What are the main reasons the users are liking their product?
- How they are marketing their products?
- What is helping the competitors to gain success, and if they are failing what is the reason for their failure?
- What is making them stand-out in the market?
- Identify your Do’s and Don’ts based on this research
And based on the answers, you can decide on the strategy that you should use to design your products.
How to do UX competitive analysis?
Below steps help you to perform an effective UX competitive analysis when you start working on your product:
Identify competitors – direct, indirect
First, it is important to find the right competitors. When you start working on a product, you must have a high-level idea of the functionality you are going to provide. To know about the competitors who are working around similar products, go to Google and find a list of names that should be explored.
There can be your direct competitors, who are working on similar kind of products for the same group of users as yours, and indirect competitors, who are working on little different products, but they can also satisfy the needs of similar kind of users. Both types of competitors need to be taken care of while doing the analysis.
You can decide on the number of competitors, however, a list of 4-5 competitors is enough to study and explore. Make a list of direct and indirect competitors you are going to analyse.
Explore sites and listed features
When you have selected the competitors, the next step is to explore their sites and see what kind of features they are providing to their customers and users. See what is working well for them and what needs to improve.
Study in detail about their way of marketing their product and what is making them unique and outstanding among others in the industry.
Take snapshots, write notes and findings while exploring them as this will help you to build a detailed analysis report.
Play around with UX
While looking at their sites, you can easily find the information about their trial or free versions. Try to use these free versions and explore the products yourself. You can see how they are handling user problems and providing an easy way to resolve them. You can analyse their user experience design and what can be improved further.
From all previous steps, you have gathered a lot of information about your competitors, their products, features, design and user experience.
Collect this information and build a report that can help you to see a holistic view of your competitors and make it easier for you to compare them all and find the best option that could also work for you.
Use this report to refer in the design process and update it when you are again exploring a competitor in the iterative process of UX competitive analysis. You can present this report to your team and internal stakeholders to give them an overview of the competitors and their services.
UX competitive analysis is an important step to know about the strengths and weaknesses of your competitors and use this research while comparing them with your products and services. This helps you to uncover the secrets of success in the market that you can follow to achieve your goals through your products.
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