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Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
Beverly Freeman, Designing to Compete, WarmGun 2013
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Beverly Freeman, Designing to Compete, WarmGun 2013

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  • 1. Designing to Compete: Two UX Approaches to Beating “The Competition” Beverly Freeman @HungryBeverly
  • 2. 4 ways to view the competition Defined externally BRAND EXPERIENCE Abstract Concrete STRATEGY PRODUCT Defined internally
  • 3. 2 UX approaches to competing Product-Centric Approach Experience-Centric Approach 1. Start with direct competitors 1. Start with the generic experience 2. Build a better UX than theirs 2. Address the “competitors” to it
  • 4. PRODUCT-CENTRIC APPROACH: Control for brand halo & baggage “How likely are you to use [PRODUCT] in the future?” (Top 2 box, New users) 100 90 80 70 60 50 PRE-experience rating 40 POST-experience rating 30 20 10 0 Competitor A Watch out for Competitor C Competitor B Invest in UX Competitor C Invest in marketing
  • 5. EXPERIENCE-CENTRIC APPROACH: Rethink “the competition”
  • 6. UPSTREAM COMPETITOR: Something that prevents people from entering the experience in the first place
  • 7. DOWNSTREAM COMPETITOR: An after-the-fact hassle that prevents people from entering or completing the experience
  • 8. SIMULTANEOUS COMPETITOR: Something people must cope with at the same time they would be engaging in the experience
  • 9. SIMULTANEOUS COMPETITOR: Something people must cope with at the same time they would be engaging in the experience
  • 10. ANALOGOUS COMPETITOR: Something from another domain that shares similar themes with your experience
  • 11. An online example: Selling on eBay
  • 12. Upstream “competitor”: Determining the value of your stuff
  • 13. Downstream “competitor”: Dealing with international shipping and customs
  • 14. Simultaneous “competitors”: Phone calls, text messages, interruptions
  • 15. Analogous “competitors”: Other marketplaces
  • 16. Implications Product-Centric Approach: A bigger piece of the pie Experience-Centric Approach: A bigger pie
  • 17. Designing to compete: A summary ProductCentric Approach ExperienceCentric Approach Upstream competitors Control for brand halo & baggage Rethink “the competition” Downstream competitors The enemy of your enemy is your friend Simultaneous competitors Analogous competitors Inspiration can come from afar
  • 18. Thank you! bfreeman@ebay.com @HungryBeverly

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