1.
@Centralis_UX
Keep Your Friends
Close and Your
Enemies Closer:
Using Competitors To
Do Better UX Research
Kathi Kaiser
@kathikaiser
Centralis
@Centralis_UX

2.
Hi from Centralis!
2
@kathikaiser

3.
UX Research
3
@kathikaiser

4.
1. How comparisons produce more informative research
2. Why competitors make great comparisons
3. How we’ve done it and what we’ve learned
Today I’ll share:
@kathikaiser

5.
Party trick
@kathikaiser
What color do you see?

6.
Party trick
@kathikaiser
@Centralis_UX
How about now?

7.
Party trick
@kathikaiser
@Centralis_UX

8.
Party trick
@kathikaiser
@Centralis_UX
Color, like everything we perceive, only has meaning in context.

9.
Chicken Salad or Tuna Salad?
@kathikaiser

10.
Chicken Salad or Tuna Salad?
Chicken! Tuna!
@kathikaiser

11.
Brains like context
@kathikaiser

12.
Brains like context
@kathikaiser

13.
Brains like context
@kathikaiser

14.
Comparisons help us:
• Define
• Distinguish
• Judge
magnitude
• See detail
@kathikaiser

15.
Comparisons extend the value of research by
helping you learn more about your product.
@kathikaiser

16.
“…but I barely have time for research on my own product!”
@kathikaiser

17.
How Your Competitors Can Help
As designers,
we solve problems.
Our competitors are trying
to solve the same problems.
Chances are, they are
solving the same problem
in a different way.
Their solutions =
our comparison set.

18.
How Your Competitors Can Help
As designers,
we solve problems.
Our competitors are solving
the same problems….
Chances are, they are
solving the same problem
in a different way.
Their solutions =
our comparison set.

19.
How Your Competitors Can Help
As designers,
we solve problems.
Our competitors are solving
the same problems….
Their solutions =
our comparison set.
…in different ways.

20.
How Your Competitors Can Help
As designers,
we solve problems.
Our competitors are solving
the same problems….
Their solutions =
our comparison set.
…in different ways.

21.
How Your Competitors Can Help
Comparison set
for wine openers

22.
How Your Competitors Can Help
Comparison set for
online shopping

23.
Competitors = Efficiency
The Internet is a library of prototypes.
@kathikaiser

24.
Competitors = Reality Check
Is the grass really greener?
@kathikaiser

25.
Competitors = Bigger Picture
@kathikaiser

26.
Choosing Your Competitors
@kathikaiser

27.
Choosing Your Competitors
Pixels
Paths
Products
@kathikaiser

28.
Choosing Your Competitors
Pixels
Paths
Products
@kathikaiser

29.
Choosing Your Competitors
Pixels
Paths
Products
@kathikaiser

30.
Choosing Your Competitors
Pixels
Paths
Products
@kathikaiser

31.
Case Study: Pixels
Pixels
@kathikaiser

32.
Case Study: Pixels
@kathikaiser

33.
Case Study: Pixels
@kathikaiser

34.
Case Study: Pixels

35.
Case Study: Pixels
Chronology
Chronology
Features

36.
Case Study: Pixels
Words
Icons
Words

37.
Case Study: Pixels
@kathikaiser

38.
Case Study: Pixels
Comparisons focus the conversation
on design elements that matter.
@kathikaiser

39.
Case Study: Paths
Paths
Pixels
@kathikaiser

40.
Case Study: Paths

41.
Case Study: Paths

42.
Case Study: Paths
@kathikaiser

43.
Case Study: Paths
Comparisons help you set the standard.
@kathikaiser

44.
Case Study: Products
Products
Pixels
Paths
@kathikaiser

45.
Case Study: Products
@kathikaiser

46.
Case Study: Products
@kathikaiser

47.
Case Study: Products
Competitors help you see where you fit.
@kathikaiser

48.
Summary
@Centralis_UX
@Centralis_UX
• Comparisons extend the value of research by helping you
learn more about your product.
• Competitors are a rich source of alternative designs
• Use competitors to help you:
– Choose the best elements of each design
– Set the industry standard
– See where you fit & identify opportunities for innovation
@kathikaiser

49.
Tips & Tricks
@Centralis_UX
@Centralis_UX
Pixels
Paths
Products
Choose competitors who solve your problem differently.
@kathikaiser

50.
Tips & Tricks
Keep your participants blind.

51.
Tips & Tricks
Randomize the order of the things they use.

52.
Tips & Tricks
Have them do before they compare.

53.
Tips & Tricks
Focus your results on your product.

54.
Thanks!