Must see for designers!!!! Handy to teach you to do competitive analysis

To the end for the beginning of a clear goal

User layer

Understand who the user is, why they use the product, what is the use of the scene, whether or not there is a pain point, to provide the product that the user wants to understand the product that the user wants.

This can be done through the following ways:

1. using the research output of the use research team

2. searching online for user feedback (app store reviews/official website official microblogging/forums) 3. direct user research (methods include questionnaires, usability testing, user interviews, eye-tracking tests, focus groups, user profiling, data analysis, etc.)

Practical layer

Get effective validation, useful summarization, find the highlights that can inspire the design, and promote the team to reach a consistent **** knowledge.

Selecting Competitors

Direct Competitors

Direct Competitors refer to a category of products that are highly aligned with their own product positioning, have the same target users, and have very similar product features.

With your product design for the same market, there is direct competition

This type of competitor is the first choice

Indirect competitors

Indirect competitors is the product positioning is similar to the target user overlap, the core function is not exactly the same type of product. With your product has an indirect crystal relationship, for these competitors their typical products, versions or key activities can be used as a reference.

Related competitors

Related competitors refers to the product positioning is not the same, but the target population has a certain **** sex, can meet the same needs of users of the competitors, as well as other industry products. This kind of competitors have alternative competitive relationship with each other:

1.each other to grab the user's time resources,

2 each other to grab the user's budget resources

3.cross-border competitors need to pay attention to the industry leader

4.can cross the border to look for related competitors

Multi-dimensional perspective of the first one of the 5 elements of the user experience

Performance

Mainly include visualization, visualization, and visualization. p>

Mainly includes visual performance, layout, color scheme, typography, emotional, etc. This is the most familiar and easy to see the module

Framework layer

Including experience operation, refresh, page jump, query, interaction framework, interface design, navigation design, label design, detail points, etc. This is the effect of the unification of the design specifications that we have commonly formed.

Structural layer

Including information architecture, regular functions, special features, realization, user flow, etc. This level is mainly to transform the user's needs into product requirements, reflecting the logic of the product.

Scope Layer

Includes the core functions of the product, sub-functions, functional architecture, business process design and other modules, this level defines the direction of the product to provide users with solutions, i.e., content.

Strategic layer

Includes corporate vision, product positioning, demand control, user habits, business model, etc.. This level is related to the commercial value of the product, and the width of the scope of its business can be expanded

The world a collection of information

Rivals website

Competitors' websites, communication and interaction platforms, the product history of the latest version of the updated version, promotional activities, the latest adjustments, recruiting information, etc., the collection of information on internal marketing, operations, management and so on.

Collection of foreign official websites of the same industry and industry information subscription

Third-party data

Generally through industry reports, industry white papers, etc.. Competitors' quarterly annual financial reports , for example, Ai Rui Consulting, Yi Guan Qianfan, Aurora big data, billion Europe think tank and 199IT network and other authoritative websites released some industry reports are highly referential.

Industry news

Industry media platform news, forums, QQ groups and so on. Baidu search for well-known products of the soft text, analyze the content of the soft text and release time, you can deduce the rhythm of the promotion of competing products, the rhythm of updating and strategy to play know

User research

User reviews, investigate the core users, active users, ordinary users of different needs to make up for the products and alternatives.

Using each other's products, customer service inquiries, technical questions and answers and other personal experience.

Pulling out the cocoon - organizing and analyzing

The table method

The table analysis method, mainly using the table to count the presence or absence of functional elements of competing products

The five elements of user experience

Performance layer, framework layer, structural layer, scope layer, and strategic layer

KANO model

Describing the basic needs, aspirational needs, and excitement needs

Describing the basic needs, aspirational needs, and excitement needs

Describing the basic needs, aspirational needs, and excitement needs. Demand, excited demand

Yes/No method

Mainly applied to the functional level, simply put, the function points of each product is listed out in full, with the function point of the place marked "V", through the comparison can be a clear understanding of the function point of the similarities and differences between the products.

SWoTSWOT method of analysis is a common method of competitor analysis, through the SWOT analysis of strengths, weaknesses, opportunities, threats, in order to develop a competitive strategy.

Perfect Finish I Summary Report

Strategic Layer Analysis 1.Product Background 2.User Groups 3.Product Positioning 4.Competitor Selection

Scope Layer Analysis 1.Module Division 2.Functional Modules 3.MVP Functions 4.Summary

Structural Layer Analysis 1.Structural Brainmap 2.Core Processes 3.Key Steps in the Flow 4.Summary

Framework Layer Analysis 1.Typography Summary 2.Different Presentation of the Same Module 3.Summary

Performance Layer Analysis 1.Basic Performance Layer Analysis 2.Brand Communication 3.Emotional Design 4.Overall Visual Grasp