• The 4 Phases
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    • Phase 1Observation
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    • Phase 2Creation
      • 6 Thinking Hats
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      • Challenge Assumptions
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      • How Might We
      • Hypothesis Testing
      • Innovation Board
      • Jobs-to-be-done (JTBD)
      • Journey Mapping
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      • Low-Fidelity Prototyping
      • Mental Models
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      • One-Minute-Pitch
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      • Pluralistic Walkthrough
      • Poster Session
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      • Remote Usability Test
      • SCAMPER
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      • Stakeholder Map
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      • SWOT Analysis
      • User Testing
      • Value Proposition
      • Walt Disney Method
      • Wizard of Oz
      • World Café
      • Worst Possible Ideas
      • Wow-How-Now Matrix
    • Phase 3Implementation
      • A/B Testing
      • Business Model Canvas (BMC)
      • Could, Should, Must
      • Eye Tracking
      • Golden Circle
      • High-Fidelity Prototype
      • Innovation Board
      • Low-Fidelity Prototyping
      • Mobile Diaries
      • One-Minute-Pitch
      • Pluralistic Walkthrough
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      • Remote Usability Test
      • Service Blueprints
      • Storyboards
      • SWOT Analysis
      • User Interviews
      • User Stories
    • Phase 4Validation
      • A/B Testing
      • Competitive Analysis
      • Concept Testing Plan
      • Contextual Inquiry Plan
      • Eye Tracking
      • HEART Framework
      • High-Fidelity Prototype
      • Hypothesis Testing
      • Innovation Board
      • KPI Tracking
      • One-Minute-Pitch
      • Pluralistic Walkthrough
      • Remote Usability Test
      • SCAMPER
      • Search-Log Analysis
      • Service Blueprints
      • Social Media Monitoring
      • Surveys
      • User Interviews
      • User Stories
      • User Testing
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  1. UX Toolkit
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  3. Competitive Analysis
beginnerobservationvalidation
Competitive AnalysisEvaluate the competition.
35 – 90 min1+ Participantsresearchreviewsolo
+5
Open in FigJamOpen in Miro
Summary
To offer users added value and stand out from the market, existing brands, services, or products that are potentially in competition with the company's concept must be analyzed. This analysis also shows competitors’ possible weaknesses and how these could be turned into strengths in a new service or product.
Step-by-step
  1. Who are the competitors? Why are they competitors? What are their goals, methods, and features? The list of competitors should add up to five at least. The more competition the better. If not enough competitors can be found quickly, then it is probably because not enough research has been done. This may take a moment, but it is worth it, as your product or service can be strengthened by the weaknesses of the competition.
  2. Are the competitors indirect or direct? An indirect competitor has the same target group but advertises with a different value proposition. On the other hand, a direct competitor has both the same target group and the same value proposition. Try to cluster the competitors, for example, by characteristics, strengths, and weaknesses. Use the Competitive Testing worksheet to sort your findings.
  3. Evaluate and summarize your results by formulating a conclusion about the Competition Test. Can you determine which brand, service, or product represents the greatest competition? Are there any less threatening competitors on the other side? Have they come to a surprising realization? Specify the interval at which the research on existing competitors should be refreshed. It makes sense to perform the tests periodically. The following areas can be observed: the business model, financial resources, growth, marketing share, market strategies, profitability, strengths, and weaknesses.
What you need
  • Competitive Testing worksheet
  • Paper
  • Pen
External resources
  • Competitor Testing | User Experience Competitive Analysis
    by Your Customers Shoes
Do you have a question?
These methods might seem simple, but applying them in a real project is another story. We’re there to help. If you have any questions, do not hesitate to get in touch with us at the User Experience Strategy & Design team.
Ask Away!
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