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

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
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• 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.
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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
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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
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Positioning Matrix
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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.
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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
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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! Service could be…
Near You
Friends
Following
Event Just Added
Bookmarks
Event Updates
Sunday Science: Gak Attack! @ the
Zimmer…
Sunday, Aug 28, 3:00 pm - 4:00 pm
6
When my fiance proposed, my
stone was set in a basic Tiffany
Vanessa Y.
setting because he wanted me to
Argenchinian , Plus pick the setting of my choice. After
a Dash of…
scouring… Read more »
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Herington…
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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
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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
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or SIGN UP
Fresh Lists
Password
RECENT ACTIVITY
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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. Via Crowdrise que
Education
Environment
Health
show your support by voting for them, donating some cash money, and helping them
LINDSEY SCHUPP
enfría demasiado!!!!
fundraise or volunteer. Check out our Best Promos Ever so you can win amazing
Crowdrise is about volunteering, raising money for charity and having the most fun in
the world while doing it. Go here to see a beautiful picture showing How Crowdrise
Animals
Arts
Works. Go here if you want to see an even more beautiful Picture of a Napkin.
Offline
purchasing
Vault
How does ONE dentalCOTNOIR review send Honest Y over the…
office
BRENDA
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...
1
Girly Maintenance
Hair, brows, lashes, yoga & more.
Ramen in the LA area
Here are some places to get your ramen on!
5
Create
a tip @ Restoran Pokok Tui:
Business
Social ad saiza Page
A moment ago wrote fundraiser for the Chicago Marathon and air gelas bes0r, the race contact
auntie em's
Check out the
and publish Hallyour social media channels. Do it all here.if you need a bib for
to Foundation
Discovery
Login
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Save time withand Friendship reading Part III of tools.
A moment ago
Love a powerful suite
3
Register Your Cause
Opened
BIW W. in New York, NY:
unlocked the 'Animal House' badge.
2
Best of L.A.
Stuff in LA worth looking at
Pickelz
Search
1
2
SIGN IN
Marie W. in Oakville, MO:
became the mayor of Salvation Army Gateway Citadel.
Zacky Take-Out
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The newest of our users' favorites
Email
had to have his…
Help low-income
school students
high Become part of the
Yelp Elite Squad!
Find Out More
Connects Causes
& Companies
Loyalty
Rewards
Gamification
Christian Based

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