For years we 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 a competitive review 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.
Recently, I was listening to Stuart Edwards from Profero speaking at the AIMIA customer experience event at the Telstra Experience Centre. 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 through opportunity review!
The word opportunity completely changes the focus of the competitive review exercise! Instead of reviewing the other sites to produce something that already exists, an opporunity review takes a creative stance to produce something new. It reminds us 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?
Feel free to browse the other OD FAQs on our website.