021 | Competitive Testing |
Research to evaluate the usability and learnability of your competitors’ products
- Competitive testing complements traditional marketing strategies and business audits by considering the social, economic, and technical context.
- It allows design teams to assess a competitor’s products from the end user’s point of view.
- Teams inspect how usable and learnable competitors’ digital applications are by conducting usability tests on competitive products, as well as on their own.
- In contrast to attitudinal surveys, competitive testing focuses on end-user behavior as people attempt to accomplish tasks that exist across products.
- By understanding key similarities and differences between competitors, gaps can be identified for further market differentiation or specialization.
- Results from competitive tests should be ongoing, tracked, and compared over time.
See alsoKano Analysis • Think-aloud Protocol • Value Opportunity Analysis
Before designing a shopping assistant for a retail warehouse environment, a design team conducted competitive research of existing, in-store help kiosks.
Courtesy of Ruqian Zhou, Kelly Nash, Theyab Al-Tamimi, Matthew Deutsch, Aesha Shah
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