Competitive product analysis. Principles and rules of UX intelligence

So, you have an idea, and you want to make a website — or an application, and then make money on it. Or all this is already there, but it doesn't work very well, you want more money, and you need a redesign. What to do? Steal from competitors. As an artist.

No matter how unique or special the product seems, there are a dozen others with which it will have to compete. That's why, at the beginning of a new project, it is important to conduct a competitive analysis — to take and look at ready-made solutions: especially cool to be inspired and take into account mistakes. This will help you navigate the market and give you an idea of what kind of user experience is considered standard here. Here are a few more reasons.

Why conduct a competitive analysis

Now there are a lot of research methods that help determine the target audience and decide which user experience will be optimal for it. Competitive analysis, on the other hand, makes it possible to go beyond a specific project and look at the market as a whole.

Understand the standards

Whatever product you are developing, users already have expectations about the interface and features they will encounter. Take automakers. A person who visits their website expects to see the models both from the outside and from the inside — and in all available colors and configurations. From the weather forecast application, the temperature will be expected, taking into account the geolocation at the top of the screen, with the forecast directly below it. And so on.

Find the reference point

Most often, 1-2 competitors with a particularly successful UX pop up in the analysis. Maybe they have found a non-standard approach to solving the problem or use a new feature that gives the user additional features. Sometimes it's just a matter of a properly placed navigation element. Whatever it is, the product deserves careful study — you may want to adapt their experience for your own project.

Understand how not to

The flip side of the coin is competitors with frankly poor user experience. Confusing navigation, intuitive interface, outdated functions and other reasons to never visit the site. As they say, if you can't be a good example, try being a terrifying warning. Do not repeat these mistakes.

Discover unique chips

Competitive analysis also gives you a chance to discover features that you haven't even thought about. For example, you want to make a grocery delivery application and suddenly you see that one of the competitors offers users to choose bananas of varying degrees of ripeness according to a series of photos - with a peel from green to brown (for baking, they really buy them). As a result, such findings may not be useful, but you will understand where and how innovations are

How to conduct competitive analysis

Briefly about what you already suspected: competitive analysis does not have a universal recipe. Its structure may vary depending on the industry and product, but here are some points that you can rely on.

1. Setting goals

Think about what exactly you want to know. When you start evaluating competitors, a bunch of things immediately appear that attract attention on their website or application. If you set a goal in advance, it will simplify the task. For example, Amelia Bauerly, who decided to develop a streaming application, paid attention to the issues of user recommendations. And what would you pay attention to first?

2. Identify competitors

The business owner or the author of the idea will easily name 3-4 competitors, the task of a marketer or product is to find less obvious options. The analysis may include both direct and indirect competitors. Ideally, you should get 5-10 services, but often everything depends on the budget and time. However, the correlation is direct: the bigger the project, the more candidates you need to look at. For modest solutions, those three or four are enough.

3. Take a screenshot, write comments — repeat

When you have goals and a list of competitors, you can explore their products: go to the website or app and repeat the user's path, paying attention to what you are interested in. You may have to register to get a free trial period and evaluate the features you need. Along the way, it can be useful to take screenshots, especially if you have to pack the analysis into a presentation and show it to the client. And, of course, write down your comments about the pros, cons and interesting solutions — you can arrange it in different ways. The easiest way is to go to the table.

4. We combine the conclusions into a presentation

After you go through all the competitors, use your notes and screenshots to put together a presentation. It is not necessary to mention everything that you observed in the process, choose the most important things that deserve attention. The main thing is to make a list of recommendations at the end, in which you summarize and summarize what you have learned — and explain how this will be implemented in practice in your product.


Competitive analysis will help you and the client understand what the product market looks like right now. With it, you will learn what standards exist for interacting with users, and, therefore, what expectations they may have. You will also find out what weaknesses and strengths competitors have, and see the unique features that appear in the industry.

A typical competitive analysis is a time—consuming process, but it can be handled fairly quickly if not complicated. And in some cases, it can be made quite narrow: you just need to set a goal to highlight a specific user task and optimize the process for it. If you do everything right, you will improve customer satisfaction and at the same time the conversion rate. And you will be sure that you have managed to build up from the competition.

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