Analysing the “competition” is one of the standard practises in the UX industry. It helps you identify what others have done, assess their strong points or weaknesses & adapt the teachings into your own designs.
<rich-h2>When & Why Should You Perform A Competitor Analysis?<rich-h2>
<rich-para>The answer is simple, CUA (Competitor Usability Analysis) should be one of the earliest steps during the requirement gathering stage. Even before you start working on a new design or an existing one, or when you’re in need of dire inspiration for a design problem, your competitor referencing should be the utmost priority.
And as for the “why” part, doing a thorough market research by understanding what design solutions are trending in the market helps you understand where your product or service stands amongst them.<rich-para>
<rich-h2>Referencing Helps In Designing Better<rich-h2>
<rich-list-item>DIrect References: They are industrially agnostic & have standard and common elements amongst them. For example: All apps have the standard login procedure of confirming the phone number via a 6 Digit OTP. The key idea remains the same, only the design layout varies.<rich-list-item>
<rich-list-item last-item>Abstract References: They are used to solve key problems that have been identified in your product. Look for abstract references to get ideas and brainstorm possible solutions to a specific design problem. For example, for an Early Learning App, we had to design a feature within the app which would allow the child’s parent to switch to a different section known as the “Parent’s zone”. In order to avoid children from entering this section we had to come up with a smart solution. We began referencing direct & indirect competitor apps (Codespark,Tinytap, Endless learning academy & todomath) that have used different ways to enter the parent’s zone, hard to decode by a child.<rich-list-item last-item>
<rich-h2>Steps You Should Follow To Conduct A CUA <rich-h2>
<rich-list-item>Download the relevant apps from the list of competitors created by you/client.<rich-list-item>
<rich-list-item>Divide your features as direct and abstract references.<rich-list-item>
<rich-list-item>Locate key features & elements that you are looking for. (If you’re looking for references to create the “contact us” tab, pick features basis your product problem<rich-list-item>
<rich-list-item>Take screenshots of those references & gather them in one place.<rich-list-item>
<rich-list-item last-item>Last step is to differentiate & shortlist useful references for the project. (make sure the shortlisted references are distinct from each other)<rich-list-item last-item>
<rich-h2>Pro Tips For Commonly Faced Challenges During Referencing<rich-h2>
<rich-list-item>While gathering UX references, it is easy to get carried away by attractive, visually appealing screens. Instead you should focus on functionality.<rich-list-item>
<rich-list-item>If your required features are too vague and abstract to find, look for more sources or merely discuss for more clarity from the client.<rich-list-item>
<rich-list-item>If you’ve reached a creative deadend and can’t think any further. STOP. Grab a pencil and let your thoughts flow on the paper.<rich-list-item>
<rich-list-item last-item>Design is subjective & can be perceived differently by different individuals. Never leave your references open for interpretation. Always communicate your ideas & thoughts clearly.<rich-list-item last-item>
<rich-h3>While presenting your design references to the client, keep these things in mind:<rich-h3>
<rich-list-item>Present distinct options to the client.<rich-list-item>
<rich-list-item>Convey your opinions & suggestions which can help better the product design.<rich-list-item>
<rich-list-item last-item>Hear out the client’s decisions and feedback.<rich-list-item last-item>
<rich-h2>Takeaway:<rich-h2>
<rich-para>As a designer there is no limit to inspiration & learning. The best way to improve your skills is by keeping an eye out for what’s happening around you. This will keep you and your competitors on the same level.<rich-para>
