Beverly Freeman, Designing to Compete, WarmGun 2013

Designing to Compete:Two UX Approaches to Beating “The Competition”

Beverly Freeman @HungryBeverly

4 ways to view the competition

Abstract Concrete

Defined externally

Defined internally

STRATEGY

BRAND

PRODUCT

EXPERIENCE

2 UX approaches to competing

Product-Centric Approach

1. Start with direct competitors

2. Build a better UX than theirs

Experience-Centric Approach

1. Start with the generic experience

2. Address the “competitors” to it

PRODUCT-CENTRIC APPROACH:

Control for brand halo & baggage

Competitor A Competitor B Competitor C0

10

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50

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100

PRE-experience ratingPOST-experience rating

Invest in UX

Invest in marketing

Watch out for Competitor C

“How likely are you to use [PRODUCT] in the future?” (Top 2 box, New users)

EXPERIENCE-CENTRIC APPROACH:

Rethink “the competition”

UPSTREAM COMPETITOR:Something that prevents people from entering the experience in the first place

DOWNSTREAM COMPETITOR:An after-the-fact hassle that prevents people from entering or completing the experience

SIMULTANEOUS COMPETITOR:Something people must cope with at the same time they would be engaging in the experience

SIMULTANEOUS COMPETITOR:Something people must cope with at the same time they would be engaging in the experience

ANALOGOUS COMPETITOR:Something from another domain that shares similar themes with your experience

An online example:Selling on eBay

Upstream “competitor”: Determining the value of your stuff

Downstream “competitor”: Dealing with international shipping and customs

Simultaneous “competitors”: Phone calls, text messages, interruptions

Analogous “competitors”: Other marketplaces

Implications

Product-Centric Approach:

A bigger piece of the pie

Experience-Centric Approach:

A bigger pie

Designing to compete: A summary

Product-Centric

Approach

Experience-Centric

Approach

Control for brand halo &

baggage

Rethink “the competition”

Upstream competitors

Downstream competitors

Simultaneous competitors

Analogous competitors

The enemy of your enemy is your friend

Inspiration can come from afar

Thank you!

[email protected]@HungryBeverly