There are many ways to solve a design problem, but only so much time for testing and iteration. Fortunately, there’s a great source of alternative designs that can be reviewed, tested, debunked and borrowed from – thanks to your competitors. In this presentation from UXPA2018, we describe how to incorporate the designs of your rivals into research with users, drawing on case studies about everything from booking exotic vacations to planning your next movie night to piloting your sport yacht. You’ll come away with the means to break design logjams by putting your competitors to work for you.

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!