Designing to Compete:
Two UX Approaches to Beating “The Competition”
Beverly Freeman
@HungryBeverly
4 ways to view the competition
Defined externally

BRAND

EXPERIENCE

Abstract

Concrete

STRATEGY

PRODUCT

Defined inter...
2 UX approaches to competing
Product-Centric Approach

Experience-Centric Approach

1. Start with direct competitors

1. S...
PRODUCT-CENTRIC APPROACH:

Control for brand halo & baggage
“How likely are you to use [PRODUCT] in the future?”
(Top 2 bo...
EXPERIENCE-CENTRIC APPROACH:

Rethink “the competition”
UPSTREAM COMPETITOR:
Something that prevents people
from entering the experience in
the first place
DOWNSTREAM COMPETITOR:
An after-the-fact hassle that
prevents people from entering or
completing the experience
SIMULTANEOUS COMPETITOR:
Something people must cope with
at the same time they would be
engaging in the experience
SIMULTANEOUS COMPETITOR:
Something people must cope with
at the same time they would be
engaging in the experience
ANALOGOUS COMPETITOR:
Something from another domain
that shares similar themes with
your experience
An online example:
Selling on eBay
Upstream “competitor”:
Determining the value of
your stuff
Downstream “competitor”:
Dealing with international
shipping and customs
Simultaneous “competitors”:
Phone calls, text
messages, interruptions
Analogous “competitors”:
Other marketplaces
Implications

Product-Centric
Approach:
A bigger piece of the pie

Experience-Centric
Approach:
A bigger pie
Designing to compete: A summary
ProductCentric
Approach

ExperienceCentric
Approach
Upstream
competitors

Control for
bran...
Thank you!
bfreeman@ebay.com
@HungryBeverly
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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Published in: Design, Technology, Business

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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