Competitive research may seem like a simple and easy task, but it is very important to do prior to diving deep into user experience. It is part of the UX Research stage that is absolutely necessary. The more competitive research conducted, the more that is revealed.
If you are entering an existing market, competitive UX research will allow you to know exactly what it takes to beat your competition. If you are entering a new market, this type of research will allow you to vision where you’re at in the industry. Either way, you need to know what else is out there, and if it worked or not. Knowing your competition is a critical component of business and UX strategy.
The first step is to select your competition, and the criteria that you want to assess.
Here’s a list of key information you’ll want to find, and things to pay attention to while conducting research on your competitors:
- Good and bad user experiences
- Current and outdated trends
- Best and worst practices for design
- Website layouts; content and imagery
- Tone and focus of platform
Utilization of a Matrix for Competitive Research
This firsthand knowledge may take a while to collect; but it will sure be worth it when you collect and analyze the data. Using a matrix, is the best way to collect the data and do a cross comparison. It also helps keep track of all of the metrics that are being compared.
The matrix to the right is an example of a competitive comparison of the page layout of specific blogging platforms, done by Codal. Matrix’s similar to this one, can be done on Google Sheets or Excel.
When good research is the input, the next step is analysis, to get the output that you want. You must take the research and compile it into actionable takeaways. How so? Summarize each individual review, and see which data pops out the most at you. Some of the data can even be translated into graphs and charts for better visualization.
Take time to read through, and present your findings to your team members. Together, you can use the competitive analysis findings to decide which route to go with the UX that you’re working on for your project.
About The Author :
This Article is written by Codal’s Creative Strategist. Codal is a UX Design and Mobile Apps Development Company with a focus on blending an agile and innovation process with the latest emerging technologies.