competitive analysis slides

Needs and Usability Assessment 09.18.08

I214 Competitive analysis

September 18, 2006


What ’s in a competitive analysis?“What are competitors

(and other ‘best practice’

sites) doing to provide

services and content

that is positive and

meaningful to users?”

from Goto and Cotler, Chapter 10, p 262

By city

Lonely Planet

By nonstop

By lowest fare

By airline

Sort flights

By price

By date

Search for flights

Book flight features

Customer serviceonline chat

Customer service 1-800

Search for vacationpackages

Search for rental ccars

Make online hotelreservations

Search for hotels

Make online reservations

Search for flights

General features

AdventureAirline sitesPortal sitesClassification

Away.com

United

Alaska

Southwest

IcelandicAir

Lufthansa

NetscapeTravel

Yahoo!Travel

Travelnow

Expedia

Traveloicty.

Site name


Formal vs informal comparisons

Gain firsthand view of customer experience. Providerelevant documentation and industry information to theclient.

Provide comprehensive, detailed, strategy-basedrecommendations on changing marketplaces, evolvingbusiness models, and customer habits and segmentation

Goals

Lunch to $20,000$20,000 and upBudget

5 to 20 pages, short and sweet.A huge book of informationReport

Feature-driven, qualitative information, show what isworking and what is not working

Quantitative data-driven market and research-centeredfocus

Results

Informal analysis of competitive sites focusing onfeatures and user experience

Formal analysis of industry, market segmentation,trends and forecasts, and customer needs

Approach

Members of the {product} development team who will bere-creating the user experience online

An independent research team with expertise andbackground in marketing, communications, research,and/or strategy

Team

Informal Features AnalysisFormal Industry Analysis

adaptedfromGotoandCotler, Chapter 10


Steps in competitive analysis

1) Define the process2) Create a features list3) Conduct analysis (usability or otherwise)4) Create a report

adaptedfromGotoandCotler, Chapter 10


Step 1: Definingthe process

1) Build a plan for analysis2) Define the competitive set

3) Categorize your competitive set

Example:Onlinedatingstudy

1) what featuresmight serve userswith heavy timeand/or mobilityconstraints?

2)

3)


Step 2: Creating afeatures list

Example:Onlinedatingstudy

intent?

genre?

personality?

socialorientation?

platform?

audience?

supportforFtF?


Step 3: Conductinganalysis and testingPerform individual evaluationsConduct informal usability testing


Step 4: Creatinga final report1) Create a features grid or

a landscape map2) Make overall evaluations

Example: Online dating study

competitive analysis slides

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