Beverly Freeman, Designing to Compete, WarmGun 2013

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Beverly Freeman, Designing to Compete, WarmGun 2013

  1. 1. Designing to Compete: Two UX Approaches to Beating “The Competition” Beverly Freeman @HungryBeverly
  2. 2. 4 ways to view the competition Defined externally BRAND EXPERIENCE Abstract Concrete STRATEGY PRODUCT Defined internally
  3. 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. 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. 5. EXPERIENCE-CENTRIC APPROACH: Rethink “the competition”
  6. 6. UPSTREAM COMPETITOR: Something that prevents people from entering the experience in the first place
  7. 7. DOWNSTREAM COMPETITOR: An after-the-fact hassle that prevents people from entering or completing the experience
  8. 8. SIMULTANEOUS COMPETITOR: Something people must cope with at the same time they would be engaging in the experience
  9. 9. SIMULTANEOUS COMPETITOR: Something people must cope with at the same time they would be engaging in the experience
  10. 10. ANALOGOUS COMPETITOR: Something from another domain that shares similar themes with your experience
  11. 11. An online example: Selling on eBay
  12. 12. Upstream “competitor”: Determining the value of your stuff
  13. 13. Downstream “competitor”: Dealing with international shipping and customs
  14. 14. Simultaneous “competitors”: Phone calls, text messages, interruptions
  15. 15. Analogous “competitors”: Other marketplaces
  16. 16. Implications Product-Centric Approach: A bigger piece of the pie Experience-Centric Approach: A bigger pie
  17. 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. 18. Thank you! bfreeman@ebay.com @HungryBeverly

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