beverly freeman, designing to compete, warmgun 2013
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TRANSCRIPT
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
