In this edition of Ask UXmatters, our experts discuss the best ways of prioritizing a list of products and features.
In my monthly column Ask UXmatters, our panel of UX experts provides answers to our readers’ questions about a broad range of user experience matters. To get answers to your own questions about UX strategy, design, user research, or any other topic of interest to UX professionals in an upcoming edition of Ask UXmatters, please send your questions to: [email protected]. Read More
Ask UXmatters is a monthly column in which our panel of UX experts answers our readers’ questions about a broad range of user experience matters. To get answers to your own questions about UX strategy, design, user research, or any other topic of interest to UX professionals in an upcoming edition of Ask UXmatters, send your question to us at: [email protected].
A common activity at the outset of many design projects is a competitive review. As a designer, when you encounter a design problem, it’s a natural instinct to try to understand what others are doing to solve the same or similar problems. However, like other design-related activities, if you start a competitive review without a clear purpose and strategy for the activity, doing the review may not be productive. One risk is that you may find you’ve wasted your time reviewing and auditing other sites, because you end up with findings that don’t help you design your own solution. Another risk is that the design and interactions of competitor offerings might influence your solution too heavily, whether you intend them to or not. Once you’ve seen how others have solved a particular problem, their solutions may subconsciously affect your own thinking.
But while competitive reviews pose some risks, I contend that doing them is still valuable. Designing without first understanding what others are doing in the same competitive space means you’ll miss out on an opportunity to leverage others’ experience, and you might not be cognizant of possible threats to your strategy. To differentiate your Web sites and applications in the marketplace, you must be aware of what others are doing. Key to a successful competitive review is to have a clear objective for your review and minimize the risk of bias when doing your own designs. In this column, I’ll discuss a structured approach to competitive reviews I’ve used successfully to help my team understand the competition. This approach focuses on identifying opportunities for differentiation. Read More