No more competitor analysis in this UX practice!

Opportunity Analysis 

 

For years I have been looking for a better name for the competitive review service we provide at Objective Digital.  When doing this service, we generally ask the client for a list of sites they consider competitive to review. 

 

Clients often say, “We’ve done that already.” However, my response is, “We need to look at them to familiarise ourselves with your market and also to find and borrow any good ideas they might have.” They usually let us do it.

 

The other day, I was listening to Stuart Edwards from Profero speaking at the AIMIA customer experience event at the Telstra Experience Labs. He was showing us how they borrowed the flexible one-page set up interface from World of Warcraft to innovate the redesign of the Pizza Hut online ordering system in Australia. This was a great example of thinking outside the box! Stuart made an important point. He said, “We don’t do competitive analysis at Profero, we do Opportunity Analysis!”.

 

The word opportunity completely changes the focus of the competitive review exercise! Instead of reviewing the other sites from an analytical frame of mind it requires a creative frame. It reminds clients and consultants that we are looking for design innovations in other websites, not just doing a standard site comparison.
Why should your site innovation be constrained by what your competitors are doing on their sites?
Advertisements
This entry was posted in Uncategorized and tagged by Objective Experience. Bookmark the permalink.

About Objective Experience

Objective Experience is your partner for customer experience strategy, research, design and usability testing. Our team of passionate Customer Experience Consultants uncover insights from your customers to optimize customer journeys across all digital and physical channels – mobile apps, websites, systems, shopper and retail. We research on how customers interact with products, services and environments through interviews, surveys, focus groups, desk research, eye tracking and usability testing. Actionable recommendations are developed from our in-depth observations and testing. Our partners and clients come from a wide range of businesses and industries - from large financial institutions and government organisations to technical consultancies, Universities and not-for-profit businesses. Objective Digital Holdings Pty Ltd has offices in Sydney (Objective Experience Sydney) and Singapore (Objective Experience Singapore). Eye Tracking, CX, UX, Usability Testing, Shopper Research & Design Thinking across Australasia and South East Asia.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s