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Creating actionable insights from competitive analysis for interactive design

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Techniques and samples for competitive analysis. 6 down and dirty techniques to keep analysis lean and actionable for brand designers, interactive designers, and UX designers

Techniques and samples for competitive analysis. 6 down and dirty techniques to keep analysis lean and actionable for brand designers, interactive designers, and UX designers

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  • 1. CREATING ACTIONABLE INSIGHTS FROM COMPETITIVE ANALYSIS Stuart Silverstein Senior User Experience Designer, Fandango
  • 2. What do designers need out of competitive analysis? • Intuitive understanding of the visual landscape • See what is and what is not working functionally and visually • A-ha moments • Knowledge for future work
  • 3. The four pillars of competitive analysis for interactive design Qualitative Quantitative Heuristic Emotional
  • 4. 6 Competitive Analysis Exercises for Designers Visual Language Color Trends Positioning Features Heuristics
  • 5. 1. Visual Language UseFUL FOR: • Getting an initial feel for the landscape • Understanding level of visual sophistication of the industry • idea generation • expanding dialogue on possibilities GOAL: • Understand how competitors are using the visual elements to reinforce position • See who is doing the best job, and understand what and why elements are successful • Collect information for trend analysis • Formulate qualitative responses to visual language VI S uAL L AN GuAGE
  • 6. Activities 1. Analyze Visual Language Print out 3 to 4 pages of each competitor’s site and post the printouts on a wall. Write down thoughts and observations about imagery, color, type, layout, vibe, on Post-it notes. • What types of imagery are used? • How is type used? • How is color used? • What is the overall vibe? 2. Analyze Layout Print out each of page template type (Home Page, Product Detail, Category Grid/Landing, Location Finder, Timeline, etc). Analyze how interactivity and layout effect the design. Things like placement of large images, overall organization (including architecture), Calls to Action, how products are featured, etc. Visual L ang uage
  • 7. sample Enter ZIP to find a retailer PRODUCTS TECHNOLOGY Choose your own path. We out think, you outperform. EVENTS See you on the trail. Search Vasque.com ATHLETES BLOG And other sponsorships. Up-to-date news from Vasque. Home > Hiking > Men's > Ranger GTX RANGER GTX 7214 Taupe / Orange The price sensitive Ranger delivers a solid boot at a killer value. Taking cues from our popular Breeze series, the Ranger is crafted with large panels of mesh to maximize comfort and breathability in warmer temperatures. Built on our athletic Perpetuum last for a nimble feel on the trail. Gore-Tex fabric technology provides the ultimate system for durable waterproof and breathable comfort. S H OP ON LI N E Product View FI N D A S T ORE Tread View Technologies Construction Gore-Tex GORE-TEX® is the ultimate system for durable waterproofing and breathable comfort. Weight: 2lb. 14 oz. (1304g) Outsole: Vasque Strider Vasque Perpetuum Last Last: Perpetuum As the name suggests, the Perpetuum Last creates a fit for steady, long distance endeavors. Midsole: EVA Available Sizes: Men's Medium 712,13,14,15 More Hiking Shoes See All » Polished, balanced, one of the best. Vasque relaunched in July with clear structure, straightforward navigation, interesting mix of imagery and generously sized product shots. This site does a lot of things very well. Ranger GTX » Breeze » Breeze GTX » Breeze GTX » Scree Low » You are viewing this shoe. Taku in Outside Buyer's Guide See the Taku, featured in Outside Buyer's Guide magazine. VI S uAL L AN GuAGE Follow Vasque on Facebook Get the latest updates and interact with Vasque on Facebook! Get Out More Tour Vasque is proud to be the exclusive footwear sponsor for Backpacker's Get Out More Tour. Learn more about the outdoors! • Category structure Starts with sport and then drills down to gender. Also offers a compare feature for easy review and comparison. • Excellent use of imagery Gives sense of lifestyle without overpowering product. • Excellent product grid Uses oversized product grid images, which makes the products feel impressive and interesting. • Product detail page Product details show technologies clearly, while also giving only 2 key calls to action — “Shop Online” and “Find a Store.” Oversize images and pop-ups of product info, make this product page a big winner.
  • 8. 2. Color Review of the main colors used on websites to compare color, value and density of the competitor’s websites. UseFUL FOR: • Color strategy - from neutral to very colorful • Deciding on density - very dense color to very sparse color • Finding holes in color palettes for exploration GOAL: • Understand color schemes and oversaturation • Review brightness/dark color trends • Understand amount of color used (very colorful to very neutral) C OLO R
  • 9. Activities 1. Color Analysis Find the 2 primary colors of a website/product and plot them on 2 axises. These may not be the 2 brand colors, so be aware. Look for the vacant spots on the graph to see if there is a viable color on the graph. If your brand colors are in a place of heavy competition, look for a hole in the accent color. Also make notes on color value for each competitor. Are they dark? light? Colorful? White? Keep this information for your Trends analysis. C olor
  • 10. sample Blue with green has a glut of competition. There are some space in the orange primary space, but it on the whole is oversaturated. In general the market is Blue or Orange as primary color. Username/ Email: Password: Remember me Forgot Pas Search Learn more about Philanthroper by reading the FAQ. What is Buy4 How it Works Login Feedback & Support About Us News Feed Stuart Silverstein Edit My Profile A Top T Piryx launched in March 2009 at the South By Southwest Festival in Austin, TX, and is the social giving and online fundraising platform that is used by non-profits, charities, advocacy groups, political campaigns, corporate giving programs, groups, clubs, sports teams and many other causes in order to raise money online. Share: Status Photo Link H B P Video D Qu C C We help to connect people with the causes they care about online and allow them to share those causes with friends and family by email, web sites, blogs, facebook, twitter, and other web and mobile applications. By offering powerful, yet simple to use payment processing, 1 free marketing & fundraising tools, intuitive analytics, API's, and other useful and flexible features, we are helping thousands of causes raise money online every single day. News Feed FAQ Sign Up Sign In What's on your mind? Messages Events 3 Piryx is headquartered inFaith Rivera is now friends with James Arthur San Francisco, CA. We are privately funded and always looking Friends to add smart, creative, You can help here. 12 million people face famine in the Horn of Africa. and motivated people to our growing team that want to help make Tenn benevolent changes in our world. Eats N' Geeks 4 Proverbs 11:24 (The Message) What is Media Leaders |... Philanthroper? 2 Enter a Cause The Card umdrums Search Participating Merchants How It Works about a minute ago · Find Causes Register Your Cause Find Friends About Us Pricing & Profits Testimonials FAQs You know those daily deal sites? We're another one of those. Universal CityWalk Hollywood Create Group... | YMCA, FL | Oak Park Christian Academy, IL | New Life Christian Center, MA | Chi Alpha Christian Fellowship, FL | St. John's Lutheran, IL | People to People Student Ambassadors, NJ | Calvary Pentecostal, NV | Church of the Holy Nativity, ID | Greater Faith Church of Deliverance, KY | Grace Bible Church, PA | Calvary Chapel Chris Already a member? Log In FREEBIE ALERT! Find CHERYL in front of the The Jon See All But instead of selling something, we're sharing the story of a new 501(c)3 nonprofit every day. a BLUE Hawaiian lei. tonight at 7. She'll be wearing And if you'd like, you can give them $1 (or up to $10). We're trying to"Aussie, Aussie, Aussie! Rove, Rove, Rove!" and she make doing good a habit. First show Rove McManus' firstName: tonight featuring Jon Lov App& promote events, manage contacts, Requests 1 Fundraise, organize Search places, people and Tips Join with friends, family, and other supporters. You can really make a difference. There are over 1.5 million registered non-profits listed in the Buy4 database. Save time with a powerful suite of tools. CHECK IN and publish FIND YOUR FRIENDSto your social media channels. Do it all here. My Account (is @ Twitter) UNLOCK YOUR CITY More Shop at one of our 1,700 stores and up to 30% of your purchase will go to your selected cause. Create a Page Foursquare gives you & your friends new ways to explore your city. Earn points & unlock badges for discovering new things. LEARN MORE 0 There is a crisis in Los Angeles. For far too many children here, violence is a Wall Photos Last Name: E Newsletter Home About Blog Causes Developers Press Contact Help Privacy Terms SiteMap Fundraising Programs: Charity Fundraising& FREE! fundraising Club Fundraising Corporate Giving Programs Event Fundr Church IT' S FAS T Non-Profit Fundraising Political Fundraising PTA Fundraising School Fundraising Sports Fundraising Fundraising Ideas Sign Up For Our Daily Newsletter Shop and support Children's Institute Inc. Email Address: or L We respect your privacy. We don't rent or © 2011 Piryx, Inc. All Rights Reserved. E A R N M O R E sell your personal information to anyone. Ever. JOIN NOW Type of Group: Select One Today's Reach Phone Number: Explore Issues daily fact of life. 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Find inspiration to explore the world around you while picking up rewards from local eateries, venues and retail stores. ADD YOUR COUPON FUNDING FOR NON-PROFITS Grocery Coupons 2 Grocery Coupons 3 Super Discounts Hot Deals Favorite Coupons John King USA Go out with Disney on Gowalla. Discover America with Gowalla An amazing way to Gowalla. Organic Valley Expires: September 15, 2011 Clip $1.00 Off One (1) Bottle of KeVita Find: nonprofits by name or zip code opportunity Save .50 Cabot Creamery Expires: December 31, 2011 Clip Clip San Francisco London Oslo San Jose Los Angeles Paris Seattle SIGN IN Lasenter your email Vegas Monocacy Youth Charitable Organization Inc ONLINE FUNDRAISING PAGES | FUND RAISING FOR CHARITY | RAISE 21770 MONEY ONLINE Monrovia MD Denver Berlin Florida Symphony Youth Orchestra Winter Park FL 32790 Password NEWSROOM SCHOOLS FAQ BLOG TERMS OF USE PRIVACY POLICY Forgot? New Orleans Honolulu Brussels or SIGN UP Email 08/10 { We never judge books by their covers, but we do judge them by their movie versions. Frankfurt Boston ABOUT US Portland Orlando Kansas City Dallas — Voltaire share with a friend Remember Me Apps Twitter API 11/08/2011 SECONDARY •••••••• Register | Forgot Password? . Stockholm Philadelphia Help Jobs Terms Privacy SEARCH Gowalla is designed The Scoop: The city of Agra is home to Northern India’s greatest treasures like the samosa and chicken tikka masala—but somehow they regularly get upstaged by this little known building in the region called the Taj Mahal. (Unbelievable, isn’t it?) At Agra Café in SILVER LAKE Silver Lake, however, the focus is on the food 4325 W Sunset Merchants & Coupons Blvd Los Angeles, CA 90029 and there are plenty of those cute savory (323) 665-7818 See All Merchants | See All Coupons pouches of deliciousness to fawn over and website | map appreciate. 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(2.0% Donation) Home About Us / FAQ SafeSearch Filter From now on, enjoy a special 8.0% Donation! last night. http://tinyurl.com/3vjqv3s Ahnu 3.2% Donation Published on Twitter (formerly 4.8%) GoodSearch Gear They're also pursuing oral immunotherapies - think of these as Air France Canada Participating Nonprofits Spread the Word0.8% Donation that we r Friends and teammates Air The North FaceSummerSearchBOSDonation know France USA 0.4% Did u Now through September 30th, enjoy a special Alibris 2% Donation 8% Donation at 1 AUG 2.8% Donation! nationwide? We serve kids in NY, Philly, San Fran, (normally 2.0%) Edesia CAUSE + BRAND PARTNERS INCLUDE: mlb.mlb.com Alibris UK 2% Donation Nutrisystem Seattle, North Bay and Silicon Valley $1 eCOST.com allergy shots that you can eat - building someone'sSunglass Hut: Free Shipping Both Ways.... 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(formerly 0.8%) AllJudaica.com Alloy.com SummerSearchBOSDonation 6% @RepHenriquez Just confirming you got my email from yesterday - thanks 3.2% Donation again Alpha Omega Publications for the interest Donation program! 6% in our 3.2% Donation at LAMPS PLUS Published on 1.2% Donation Twitter Amazing Clubs Langill. $1 Keeps a Child In School for One Day Amazon.com SummerSearchBOSDonation American Diabetes Wholesale 4% We couldn't agree more: "it isn't just education, but safety, advocacy and the 2% Donation American Eagle Outfitters American 0.4% 4 20 minutes ago non-profit Communications Barbara Rosenstein. "So there has topeople, lot of be a corporate philanthropy, and causes. 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Problems? Contact us. B.A. have been listed by members for their own andDonation 7.2% other members' use. Nonprofit organizations listed at iGive.com and iSearchiGive.comMason A listing at iSearchiGive.com/iGive.com is not an endorsement of iSearchiGive.com/iGive.com by the nonprofit organization/merchant, BabyGap.com 1.6% Donation 3 Minutes Ago Should Bert 2% Donation & Ernie Have a Te 4% Donation Wedding?: LAist 3.2% Donation laist.com nor an endorsement of the nonprofit organization/merchant by iSearchiGive.com/ iGive.com. 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That's why the Food Allergy Initiative - the world’s largest private COMPANIES DOING GOOD certain foods much like we treat cat or dog allergies today. The title pretty much sums it up on this one; weʼll be featuring all thatʼs happening around town worth knowing about, Monday through Thurs... {more} More » confirming you got my email from yesterday - thanks again for the interest in our program! Christian fundraising ideas for your school fundraiser, youth group fundraiser, missions fundraiser, 3 Events | Wishes | 11 Broadcasts the emergency room because3of a reaction to food. Follow Us on Twitter! All |PRESS Featured Charities BRENDA COTNOIR Happy August to all :D Gearing up for the Fall's charity 5ks :D Via Crowdrise CONNECT: Posted at 2:48 p.m., August 04, 2011 You recently visited: Summer Search Boston @RepHenriquez Just Search Leaps and Bounds: Free Shipping on $85+... Converse: Free Shipping on $75+ order.... Meijer: Free Shipping on Paula Deen Coo... What To Do On The Weeknights for Good Published on Twitter Web 8 minutes Manicures and Makeovers are in HALF the story. threatening. In fact, every 3 minutes, someone onlyAmerica goes to and church fundraising campaign. ago CONTACT ABOUT DOWNLOADS THE CROWD: JOIN CROWDRISE TODAY More than 1600 online merchants — from retailers to travel and financial services — participate in our program. Many offer special coupons and discounts. Use any coupon or link, and shop on a merchant's site. My Alerts Manage Every time you start at We-Care.com, a percentage of what you spend for Signing up for our Emails and another 500 for Cause Get 500 Pointsis automatically donated. | Choose Your our Texts. Now Seattle, North High School Fundraising Bay and Silicon Valley Change Shopping Sports Fundraiser #achievementgap #collegebound Foundation Fundraiser Travel SUPPORT YOUR CHARITY WITH THE GOODSEARCH TOOLBAR. But it's more than a few upset stomachs. AnaphylaxisFAVORITECompare nation's leading Christian fundraisingstores. providing innovative Search for products. donation percentages at iGive company, Samaritan can be is the prices and Support This Cause | Donate Fundraising lifeGlamourGals Foundation Privacy 101 The Cystic Fibrosis Foundation has 50% Off Agra Cafe TODAY COUPONS See How It Works Please only read all this if you're super bored or you're writing a paper on ways to give back and you're looking for something to plagiarize... Deals & Coupons The Food Allergy Initiative is working on real solutions that will span charities. Check out the Hall Foundation fundraiser for the Chicago Marathon and if you need a bib for the race contact 'em right away. If you don't need a bib you should just donate between $600-$700 and tell all your friends and enemies about their campaign. HOME MERCHANTS HOW IT WORKS: Charity Fundraising Camp Fundraising Stores 99,000+ nonprofits are now on- ©2011 GOWALLA INCORPORATED 66 Email Mission Trip Fundraiser Shop & Compare NEVER MISS A DONATION SUCCESS thing by accident," saysSTORIES no single"Most reactions occur because help United Way reach Rosenstein. platform Until now, there was BroadCause will SIGN IN e.g Find Events, People, Charities 50% Business Published on Twitter Samaritan Fundraising.com: About Us | Contact Us | Privacy Policy | Returns Policy | FAQs | In the News | Testimonials | Site Disclaimer | Sitemap United Nations Take Local Bites Blog FINANCIAL INFO FIND US ON http://t.co/vIXzUUd #US #alQaeda #Afghanistan favorite Education Environment Programme CONTACT US Copyright © 2008 CommonKindness, Inc. Patent Pending Contact VISIT SITE Jobs Holiday Fundraiser U.S. #drone strike kills 20 Catholic Fundraising MOPS Fundraising Americans are affected by food allergies, including #militants in #Pakistan #terrorists 8% (or 1 in 13) children. · reply · retweet · 7 hours ago WHO'S DOING GOOD?4 6 Events | Phoenix Oklahoma City Houston Phoenix AZ 85009 Austin Internships in the Boston Area http://bit.ly/nDhOOX Write a comment... goal to cure food allergies altogether. Giselle Bundchen and New York City Chicago Read more > Atlanta power to harm us. attempting to bike 100 miles for @BottomLineInc. Follow my blog at Katiebikes100miles.blogspot.com The leading not for profit organization promoting liver health and disease ADD A NEW CHARITY IN THE NEWS soy, fish, egg, milk, and wheat. They're funding science with the SPREAD THE WORD awareness. Wishes Recent Deals 1st Solar power has made a lot of things different around here. For example, our children can spend much more time on their homework. And what’s more important, they no longer ruin their eyesight reading with a kerosene lamp. The women have good lig... Copenhagen Amsterdam KeVita Expires: October 31, 2011 65 days ago ·Published onfavorite reply · retweet · Twitter 3,052 peopleSummer Search Boston Help out: Gently Used like this. Be the first of purchase goes to your favorite cause brands Like your Support This Cause | Donate friends. Digital Cameras http://bit.ly/qI0DtB connect with your followers Good START longer we dwell onFUNDRAISING is| their NEW YORK CITY Food Bank Alliance ING St Marys MARATHON 2011 | SEE BABY PIC The ONLINE our misfortunes, the greater Submitted by The Dinner Garden Vivian raise awareness for major allergies Foundation American Liver like peanuts, tree nuts, shellfish, Clip on any 2lb Cabot Greek Style Yogurt ESTABLISHED Blog Contact Help 1998 See what's going on now in these cities! $1.00 off any KeVita product. KeVita - A Refreshingly Delicious Probiotic Drink. Lightly Effervescent, Non... 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  • 11. 3. Trends A review of Trends and clichés of competitors of based on page layout, visual language, and page type. GOAL: • Visually identify trends in the visual language elements • Look for oversaturation/clichés • Understand functional and visual design trends by type UseFUL FOR: • Seeing how elements are used • Learning best practices in the industry • expanding dialogue on possibilities T RENDS
  • 12. Activities 1. Trends in Visual Language Print out 3 to 4 pages of each competitor’s site and post on a wall, (you can also do this online with a software like Springpad, Little Snipper, Moodshare, InDesign etc). Look for similarities and trends in the various visual language elements: type, imagery, color, density, vibe, and layout, by posting sticky notes on each of the items. Group the sticky notes and take the most representative to put into your deliverable. 2. Trends by Page Type Print out each of page template type (Home Page, Product Detail, Category Grid/Landing, Location Finder, Timeline, etc) group them together and post sticky notes of observations on each. Group the sticky notes and take the most representative to put into your deliverable. Note: You can also use the notes from the Visual Language and Color Analysis for the items on your sticky notes to categorize. T rends
  • 13. sample Imagery Newsletter Contact us Dealer lounge Faq COUNTRY Tecnica Blizzard on Facebook Like 2,095 people like Tecnica Blizzard. • Large Background Images Many use the technique, but surprisingly few do it well—by removing distracting objects and retaining focus & legibility on the product. Rune Michael Jule Morgan Chelsea Quintin Tyler Ranny Andrew John Ivar Facebook social plugin • Lifestyle imagery as part of the Brand. The most effective are the ones that use close up pictures of people and product, such as Oboz, Smart Wool, and Vasque. view all • Integrated imagery Images are integrated into the design as opposed to separate objects. Some are doing it well, such as Tecnica and Scarpa. RT @blizzimages: Thanks @GrimeyGatsby for the love: http://t.co/kCkPgxz Follow Tecnica COMPANY COLLECTION history company profile skiboots outdoor winter footwear moon boot® NEWS & EVENTS TEAM PARTNERSHIP VIDEOS JOIN US DEALER LOCATOR ski-racing ski-freeride legends Tecnica is a division of Tecnica Group S.p.A. Sede in Giavera del Montello (TV) - Via Fante d'Italia n. 56 | Capitale Sociale Euro 8.508.874,00 interamente versato | Società iscritta al n. 78175 R.E.A. di Treviso Registro Imprese e Codice Fiscale 00195810262 T RENDS Top Row SmartWool Black Diamond Vasque Salewa Bottom Row Oboz Tecnica Salewa Lowa
  • 14. sample Product Pages Enter ZIP to find a retailer PRODUCTS TECHNOLOGY Choose your own path. We out think, you outperform. EVENTS Search Vasque.com ATHLETES See you on the trail. BLOG And other sponsorships. Up-to-date news from Vasque. Home > Hiking > Men's > Ranger GTX RANGER GTX 7214 Taupe / Orange The price sensitive Ranger delivers a solid boot at a killer value. Taking cues from our popular Breeze series, the Ranger is crafted with large panels of mesh to maximize comfort and breathability in warmer temperatures. Built on our athletic Perpetuum last for a nimble feel on the trail. Gore-Tex fabric technology provides the ultimate system for durable waterproof and breathable comfort. S H OP ON LI N E Product View FI N D A S T ORE Tread View Technologies Construction Gore-Tex Weight: 2lb. 14 oz. (1304g) GORE-TEX® is the ultimate system for durable waterproofing and breathable comfort. Outsole: Vasque Strider Perpetuum Last Last: Perpetuum As the name suggests, the Perpetuum Last creates a fit for steady, long distance endeavors. Midsole: EVA Available Sizes: Men's Medium 712,13,14,15 More Hiking Shoes Ranger GTX » See All » Breeze » Breeze GTX » Breeze GTX » Scree Low » You are viewing this shoe. Newsletter Contact us Dealer lounge Faq COUNTRY Taku in Outside Buyer's Guide Follow Vasque on Facebook See the Taku, featured in Outside Buyer's Guide magazine. usa » collection » outdoor trail running » multi-function » hiking PRODUCTS FOR OUR DEALERS Get Out More Tour Get the latest updates and interact with Vasque on Facebook! ABOUT VASQUE CONTACT US Vasque is proud to be the exclusive footwear sponsor for Backpacker's Get Out More Tour. Learn more about the outdoors! THE FAMILY Trail Running UPC Lookup About Us Contact Us Red Wing Shoes Multi-Sport Media Portal Our Athletes Privacy / Security Irish Setter Jobs Hiking © 2011 VASQUE. ALL RIGHTS RESERVED. Enter ZIP to find a retailer Search Vasque.com Backpacking Kids Shoe Finder Follow us on Facebook Follow us on Twitter For the outdoor inspired looking for a mid-height hiker that is light, fast and has all day comfort. High performance shoes designed for day hiking, adventure travel and the 360 outdoor lifestyle. Waterproof and breathable GTX bootie let's you venture out in any weather or conditions on your next adventure. Share 0 Size Chart CYCLONE III LOW GTX M's Follow Tecnica CYCLONE SPORT MID M's COMPANY COLLECTION history company profile skiboots outdoor winter footwear moon boot® DIABLO MAX M's NEWS & EVENTS TEAM PARTNERSHIP VIDEOS JOIN US DEALER LOCATOR ski-racing ski-freeride legends • Larger Images Larger images on product detail are the most effective. Tecnica is a division of Tecnica Group S.p.A. Sede in Giavera del Montello (TV) - Via Fante d'Italia n. 56 | Capitale Sociale Euro 8.508.874,00 interamente versato | Società iscritta al n. 78175 R.E.A. di Treviso Registro Imprese e Codice Fiscale 00195810262 • Dealer locators There is an opportunity to create a cool dealer locator on the product page to make it easier to buy. Asolo is doing a great job (but the execution needs help). • Smart reveal of features Most products have several technologies, but they need to be hidden. Some do it with pop-up, some with updated panels. These are all distracting and hard to read. SmartWool handles this the best by putting it all in the same window. T RENDS Top Row La Sportiva Vasque Lowa Scarpa Bottom Row Tecnica SmartWool Black Diamond Timberland
  • 15. 4. Positioning A comparison of positions of various competitors to understand context, and various value propositions. UseFUL FOR: • Clarifying focus and features of the site • Understanding value proposition of competitors GOAL: • Find positioning of each competing brand • Verify positioning focus of website • Verify if brand position is viable (if applicable) P O S I TI ON ING
  • 16. A f e w s ampl e a x i s e s : Activities • Position List for competitors With your 20-40 competitors, write out a one sentence description of their positioning. Use your vertical categories as a way to categorize the businesses. • Positioning Matrix Choose 2 axises to compare the competition that make sense for you to understand. Plot the competitors in the space they occupy on the matrix. Use an absolute scale, not a relative scale, in order to evaluate the top and bottom ends of the scale appropriately. If you are working with a startup, this tool can be used to help verify viability of positioning. With more established companies, this can serve as a conversation starter around focus of the company. Oftentimes, this positioning conversation will give stakeholders an opportunity to refine focus and gain consensus on what the brand is about. P ositioning • High Quality vs. Low Quality • Sophisticated vs. Commercial Design Aesthetic • Feature Rich vs. Simple Features • Social vs. Personal • Consumer vs. Professional • Conservative vs. Eccentric
  • 17. sample Positioning List Productivity Corporate productivity The ultimate productivity suite Login. Already a member? Welcome! English (US) Sign in with your Google Account Home Simple to Services do’s Sign Up (Free!) Home Tour Examples Who uses Backpack? Extras & Add-ons Help/Support Plans & Pricing Sign in Blog Help To do’s for integration w/ BC Social to do’s Better Organize Your Sign Up Now! Business. Share information with your team. Keep your documents, discussions, and schedules in one place all the time. Notes and visual to dos for a free account Web-based, secure, and backed-up Our biggest Android daily. Notes and visual to do’s Streamlined productivity and ticklers Ideation app update ever. » See what's new Full featured moodboards “Very cool organizational tool.”“Editor’s & Reader’s Choice.”“Tremendous. Top 100 Product.” Get Remember The Milk on the Android Market Idea to done for left brainers Backpack is an easy intranet for your business. Store, share, discuss, and archive everything that’s essential for your team. Safe and secure. Mind mapping software 1 Backpack Pages: The magic of Backpack 2 3 WebClipper for storing visual Backpack Pages are Backpack's secret weapon. You can add any Tweet Download 1,096 28 Buy Now combination of notes, to-dos, files, photos, and dividers is also available for... Remember The Milk to a page. Pages just take seconds to create and can be used to organize, share, and discuss anything. Pixel Perfect Screenshots LittleSnapper was built to help designers and other creative-minded Mac users build up a design scrapbook. Whether it's proofs of client work, live sites that interest you, or screenshots of your favourite Mac applications, LittleSnapper allows you to Full featured notes w/visual integration and social component capture, organise, annotate and share them all - from one beautiful OS X application. Moodboards for interior designers w/ social component. Snap Away Social to-do list" "Remember The Milk reinvents thepinboarding With LittleSnapper it's easy to start capturing webpages and your desktop. From entire webpages - including the bits that are out of view in a standard browser window and important metadata such as the web address - to specific windows on your Mac, LittleSnapper can handle it. The super-smart screen-capture engine you can capture your entire desktop - multiple displays included - and the powerful area and windowsnapping tools make it super-simple to capture any area of the screen you require. Sign up now for a free account Note based ticklers See Backpack Plans and Pricing , See examples , Read theHelp buzz or Take a tour Accounts About Blogs Services Forums Just to top it all off, there's a built-in web browser that allows you to select specific webpage elements, snap them on their own and save them to your library for future reference. Get Organised Keeping your snaps organised is a breeze! LittleSnapper automatically categorises your snaps based on their type - websnap or screensnap - meaning that even before you've applied tags you can quickly locate the webpage you snapped last week! Sign Up (Free!) As well as auto-categorising snaps as you take them, LittleSnapper allows you to build Jobs English Android Help Gmail iPad iPhone Android Gmail MilkSync the across Translate Login Press 日本語 Here More a few ways Us are Backpack can help you API organize your Ideas& Tricks business... Learn Contact Status Email Tips your own collections - either using drag or drop, or building Smart Collections based on tags or other snap metadata such as URL. Want to see only 5-star, Red-tagged website or snaps taken Today? No problem! That's just two of the super-powerful, yet super-simple, rules you could set for a Smart Collection. Upgrade Google Calendar Keep important documents in one place. iGoogle Core Annotation We know that you'll want to give feedback on snaps. Whether you're highlighting a UI element or simply wanting to point out a typo on your website to your overtyping copywriter, LittleSnapper's seven powerful annotation tools mean you'll always be able to give clear visual feedback. LittleSnapper packs a formidable annotation toolkit with blur, vector shapes, text annotations (complete with callouts if you want them), crop and the highlight tool The files, forms, and documents your employees need Snap Happy Organised That's old school and Annotations inefficient. that dims out all but the key areas of a snap at your fingertips. Website Wonderkid Tag Away Highlight The LittleSnapper menu item and There's all your favourite tag If you need to draw a client's attention browser bookmarklet both allow you P O S I TI ON ING management options in LittleSnapper to particular areas of a webpage or to snap webpages as you visit them - - a Tag Manager that lets you find, interface, the highlight tool allows you no interruption required. Alongside add, edit and remove tags - and also to subtly draw focus to them. Simply these tools, there's even a Safari tag autocompletion. As you type tags clicking and dragging fills the image, Extension that allows you to add a into the Inspector, LittleSnapper apart from your selected area, with a Snap button to the Safari toolbar. suggests them based on those already semi-transparent overlay - you simply LittleSnapper also saves the HTML in your library, making it super-speedy 'cut out' areas from the overlay until behind each page for future reference. to get your images all tagged up. you're done. Super Screenshots Get Collecting Blur & Crop LittleSnapper allows you to snap the If you've got a large library, or simply If you need to hide some sensitive iPad iPhone/iPod touch are likely scattered MilkSync - BlackBerry - Microsoft Outlook Mobile Siri Smart Add Getting Started FAQ Help by Email office on different computers or in different filing cabinets. Ticklers
  • 18. sample Positioning Matrix Consumer Welcome! English (US) Visual Text based Up (Free!) Home Sign Wallboard Tweet 1,096 Sign Up Now! 28 for a free account Download Buy Now Pixel Perfect Screenshots LittleSnapper was built to help designers and other creative-minded Mac users build up a design scrapbook. Whether it's proofs of client work, live sites that interest you, or screenshots of your favourite Mac applications, LittleSnapper allows you to capture, organise, annotate and share them all - from one beautiful OS X application. Our biggest Android ever. app update Home Tour Examples Who uses Backpack? Extras & Add-ons Help/Support Plans & Pricing Sign in » See what's new Snap Away With LittleSnapper it's easy to start capturing webpages and your desktop. From entire webpages - including the bits that are out of view in a standard browser window and important metadata such as the web address - to specific windows on your Mac, LittleSnapper can handle it. The super-smart screen-capture engine you can capture your entire desktop - multiple displays included - and the powerful area and windowsnapping tools make it super-simple to capture any area of the screen you require. reference. Keeping your snaps organised is a breeze! LittleSnapper automatically categorises your snaps based on their type - websnap or screensnap - meaning that even before you've applied tags you can quickly locate the webpage you snapped last week! As well as auto-categorising snaps as you take them, LittleSnapper allows you to build your own collections - either using drag or drop, or building Smart Collections based on tags or other snap metadata such as URL. Want to see only 5-star, Red-tagged website or snaps taken Today? No problem! That's just two of the super-powerful, yet super-simple, rules you could set for a Smart Collection. Core Annotation We know that you'll want to give feedback on snaps. Whether you're highlighting a UI element or simply wanting to point out a typo on your website to your overtyping copywriter, LittleSnapper's seven powerful annotation tools mean you'll always be able to give clear visual feedback. LittleSnapper packs a formidable annotation toolkit with blur, vector shapes, text annotations (complete with callouts if you want them), crop and the highlight tool that dims out all but the key areas of a snap at your fingertips. Snap Happy Website Wonderkid Organised Tag Away Annotations Highlight The LittleSnapper menu item and There's all your favourite tag If you need to draw a client's attention browser bookmarklet both allow you management options in LittleSnapper to particular areas of a webpage or to snap webpages as you visit them - P O S I TI ON ING - a Tag Manager that lets you find, interface, the highlight tool allows you no interruption required. Alongside add, edit and remove tags - and also Business Share information with your team. Keep your documents, discussions, and schedules in one place all the time. to subtly draw focus to them. Simply these tools, there's even a Safari tag autocompletion. As you type tags clicking and dragging fills the image, Extension that allows you to add a into the Inspector, LittleSnapper apart from your selected area, with a Snap button to the Safari toolbar. suggests them based on those already semi-transparent overlay - you simply LittleSnapper also saves the HTML in your library, making it super-speedy 'cut out' areas from the overlay until behind each page for future reference. to get your images all tagged up. you're done. Super Screenshots Get Collecting Blur & Crop LittleSnapper allows you to snap the If you've got a large library, or simply If you need to hide some sensitive Get Remember The Milk on the Android Market Better Organize Your Business. Just to top it all off, there's a built-in web browser that allows you to select specific webpage elements, snap them on their own and save them to your library for future Get Organised Web-based, secure, and backed-up daily. 1 2 3 Remember The Milk is also availab
  • 19. 5. Feature Analysis Review of the features and functions on competitor’s site and the focus of the functionality. UseFUL FOR: • Best practices in functionality • Find holes in industry on features or focus • Feature list and requirements GOAL: • See what features (or group of features) are offered on other sites, and how well the other sites are doing at meeting/focusing on those features • Figure out what features are mandatory, and what are the areas of innovation F EATuRES
  • 20. Activities • Focus Comparisons Define broad areas of focus or functionality and plot on a graph. Define on a scale of 1 to 10 how well the competitor is doing for that function or feature. Plot all the points on the graph, and highlight the holes as area of opportunity. If you are comparing multiple verticals, plot each vertical out on it’s own chart, and include an onion skinned version of all the holes. • Feature Comparison Take specific features on a page or a task and compare them on a grid. Rate them on a scale of one to five. Mark an “x” for omitted features. F eatures
  • 21. sample Focus Comparison - Social Apps Friends' Activity 3 Search for (e.g. taco, cheap dinner, Max's) Go to Yelp for Business Owners » 10 Near (Address, City, State or Zip) Culver City, CA Real people. Real reviews. ® Welcome Write a Review enter your email About Me Stuart S. Find Reviews Invite Friends 08/10 { We never judge books by their covers, but we do judge them by their movie versions. Yelp Culver City Other Cities Take Local Bites Messaging Los Angeles 50% with all the options. "Local Bites... {more} SILVER LAKE 4325 W Sunset Blvd Los Angeles, CA 90029 (323) 665-7818 website | map New Reviews Near You THE SKINNY Expires: 11/08/2011 $10 max discount. Dine-in only. 1 per table. Can't combine offers. Excludes lunch specials. Vege USA Northridge Member Search Santa Monica San Francisco Hollywood 9 More » The Scoop: The city of Agra is home to Northern India’s greatest treasures like the samosa and chicken tikka masala—but somehow they regularly get upstaged by this little known building in the region called the Taj Mahal. (Unbelievable, isn’t it?) At Agra Café in Silver Lake, however, the focus is on the food and there are plenty of those cute savory pouches of deliciousness to fawn over and appreciate. Plus, since they’re portable (no really, Agra Cafe delivers), we’re still going to stand our ground and say that samosas and other edible Indian exports win the Best of } Northern India contest.... {more Your Stats Go to My Profile 66 Please complete your Yelp50% Off » profile Agra Cafe San Diego Events One downside to the many restaurants, bars, and shops we choose from? Sometimes it can be hard to keep up What's your sign, Stuart? 11/08/2011 Talk Search Your profile has been viewed 233 times. What To Do On The Weeknights 8 Your reviews have 3 Useful, 0 Funny, and 2 Cool votes. More » The title pretty much sums it up on this one; weʼll be featuring all thatʼs happening around town worth knowing You have 1 bookmark. about, Monday through Thurs... {more} One minute ago I was in the area today and checked Yelp for some lunch choices. I drove… Main Links: TODAY Review of the Day Other Links: Morton's The Steakhouse One minute ago SCOUTFINDS ABOUT Archive » 7 BLOG HOW IT WORKS LOCAL BUSINESS REVEL POLICIES PAST DEALS JOBS FAQ PRESS APPS CONTACT Voted by our members! How's this work? I have enjoyed numerous delicious meals at this particular Morton's… Inta Gems, Diamonds & Jewelry Hinano Café My ring turns heads and I've got Inta Gems to thank for that. One minute ago Love Hianaos, great vibe, cool people, and better burgers! 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Log In Herington… Popular Events This Week 4 Search places, people and Tips Richard O. is attending Port Of Los Angeles… Royal Crown Revue at the Santa Monica Pier -… Tomorrow, Aug 11, 6:00 pm - 9:00 pm CHECK IN Lauren H. says "Sounds Cool" for Taste of Brews Tim Burton Outdoor Film Festival -… FIND YOUR FRIENDS Screenings - Free at… Friday, Aug 12, 8:00 pm - Friday, UNLOCK YOUR CITY Aug 26, 10:00 pm Sofie P. commented on Bark For Life Of Los… Foursquare gives you & your friends new ways to explore your city. Earn points & unlock badges for discovering new things. LEARN MORE START ONLINE FUNDRAISING | ING NEW YORK CITY MARATHON 2011 | SEE BABY PIC SIGN IN Hot New Businesses ONLINE FUNDRAISING PAGES | FUND RAISING FOR CHARITY | RAISE MONEY ONLINE 3 JOIN NOW More » or SIGN UP Fresh Lists Password RECENT ACTIVITY Forgot? Remember Me Taco Tuesday! Taco Tuesday deals in the South Bay! GET IT NOW Opened Today in Talk The Slaw Dogs Lee's e.g Find Events, People, Charities SEARCH Shin Sen Gumi Sandwiches Jessica B. in Indianapolis, IN: Enter a Cause unlocked the 'Newbie' badge. Opened Opened Find Causes Opened 4 ilun 1. in Kangar, Perlis: Fundraise, organize & promote events, manage contacts, IT' S FAS T & FREE! M, need a bib you should just donate between $600-$700 and tell all your friends and 'em right away. If you don't L enemies about their campaign. Communication A moment ago LiZz in Honolulu, hot spot in DTLA this New HI: 0 or L 8.11.11 R E thursday E A R N M O @The became the mayor of Cathloic Charities Hawaii Church. HOW IT WORKS: A moment ago Explore Issues See How It Works THE CROWD: All | Featured Charities Mobile Focus Happy August to all :D Gearing up for the Fall's charity 5ks :D Via Crowdrise What is foursquare? Joined the Tudor Intern Challenge team. 1 Minute Ago F EATuRES prizes that make perfect re-gifts. And the second you're ready, Start your own Today's Reach Fundraising Direct Brunch & Mimosa Events Donation I am very into brunch and mimosa, yes... mimosa is my hangover cure :P! or just go to some good place to enjoy some delicious brunch food and tasty… 30 Seconds Ago Moniks C. in Araure, Venezuela: and Culture CVS DOWNTOWN 5K 2011 Disaster A moment ago wrote a tip @ Universidad fermin Toro:NYC INGel salónRelief que you Would you take DonaldtheTrump's but it ishay 1 Minute Ago En Marathon, money, if It may not be Little Rhody's best, and one of the oldest in the country. We recommend spending at least six hours a day exploring Crowdrise. Check out all sentarse lo mas on, and aire acondicionado por the Inspiring Projects that volunteers, fundraisers and charities have goinglejos posible delWe'll be in 2011's September race. 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  • 22. Focus Comparison - Opportunities 10 9 8 7 6 5 4 3 Primary 2 2ndary 1 Business Discovery Social Communication Fundraisers F EATuRES Mobile Focus Offline purchasing Social focused apps Fundraising Events Direct Donation Purchase for donation Follow Up w/ Causes Connects Causes & Companies Loyalty Rewards Gamification Christian based
  • 23. sample Feature Comparison - Movie Detail Page Competitor 1 Competitor 3 Totals • Key Art 2 5 3 10 • Photo Gallery 3 2 4 9 • Cast & Crew 5 2 2 9 • Cast member detail 5 x 2 7 • Trailers 4 4 3 11 • Clips 3 4 3 10 • Interviews 1 2 3 6 • Showtimes 2 4 3 9 • Box Office 2 x 4 6 • Reviews 4 x 2 7 • Synopsis 2 2 4 8 • Critic Reviews 1 x 2 3 • Fan Reviews 2 x 2 4 • Discussion Forum 4 x x 4 • Movie News F EATuRES Competitor 2 4 x 4 8
  • 24. 6. Heuristics Putting yourself in the users shoes, by test driving other sites and seeing how competitors sites/products perform. UseFUL FOR: • empathy - putting yourself in the users shoes • Determining level of innovation necessary • starting conversations around what is working and not • Best practices in the Industry GOAL: • See what is working on each site and what is not • Look for ideas to steal and improve upon • Understand feeling of using other sites - frustration, excitement, speed, orientation (task or browse) HEu RI S TI CS/TEST D R IVE
  • 25. Activities • Take your competitors’ sites for a test drive. Take the best 3 to 5 sites that have similar user tasks to yours, and try to complete the tasks for each of your personas. Take each of the tasks and rate satisfaction of completion on a scale of 1 to 5. If at all possible, try to use a real situation for yourself as a real customer, for example actually sign up as a user for a social site invite some friends, and use the site for yourself. You can also order something you really need from a competitor. This will help you evaluate the site in a real situation. This is for the high value competitors: the one’s you are in direct competition with, or the ones who are doing things right that you want to get a better feel for, so choose wisely. Heu ristics/Test D rive
  • 26. sample Heuristic Evaluation by Persona Task Persona 1 Competitor 1 Competitor 2 Competitor 3 Totals • Read Reviews 1 x 2 3 • Decide on which movie to see 3 2 3 8 • Watch Trailers 5 4 4 13 • Buy Tickets x x x 0 • Find Theatre Information 2 3 3 8 • Read News and Latest 4 x 4 8 • Invite Friends to Movie x x x 0 • Find Showtimes in Your Area 3 3 3 9 • Keep Movie List 4 x • Find out whether as movie is good or not 2 x 2 4 • Discuss Movies 5 x 3 8 Persona 2 Persona 3 HEu RI S TI CS/TEST D R IVE 4
  • 27. What do you do with results Competitive Analysis? • Zag • Uncover missed opportunities • Look for points of oversaturation • See what is working and what is not • Review comps against competitors
  • 28. Parting thoughts... • Do only what you need to/have time for. These techniques are not appropriate for all projects. • Keep things visual in deliverables. Short statements with accompanying visuals. • Don’t let the analysis rule your design work. This is a tool for you and your team to understand and digest the landscape, but use your gut to make the decisions ultimately. • It’s as much about the intangibles as the deliverables: Intuitive understanding, fostering communication, and ideation.
  • 29. Questions, Comments or Documentation Samples. Stuart Silverstein stuart@stuartsilverstein.com (818) 763-3256 Text your email address: (818) 631-9016 www.stuartsilverstein.com