Using Competitive Analysis to Your Advantage
summary
Argument: a methodical competitive analysis wins stakeholder buy-in by showing concrete examples, not opinions. Process: set a written goal and scope, pick 4–8 comps, timebox reviews to one afternoon per competitor, log copious links and observations in a spreadsheets of doom, and extract patterns. Findings: surprising ubiquity of PDFs and tabbed UI, tradeoffs between SAP’s deep content and Atlassian’s clear IA, and a merged design system guide that gets adopted when mocked up in brand and phased into the component CMS.
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chapters (7)
- 0:00Introduction
- 1:24What competitive analysis is
- 4:32Preparing for analysis
- 12:34Reviewing competitors
- 17:54Synthesizing findings
- 20:21Convincing stakeholders
- 26:22Summary and Q&A
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