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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