Without thinking, the author wrote the content related to this topic, because this is an unavoidable topic in Mexico Phone Number product-related work, and it is also a work skill that must be mastered. Summarizing the text is only to do better at work. The author has the courage to list the following text, and I hope that it can be enlightening to those who read the article.
The content of the article mainly focuses on the difference between competitive product analysis and product analysis, the basic idea of competitive product analysis, and how to carry out the analysis. common progress.
Table of contents
- What is Competitive Analysis?
- The difference between competitive product analysis and product experience analysis;
- Basic ideas and precautions for competitive analysis;
- Analysis dimensions and key points of competing products;
- The application of the classic UX five-layer model in the analysis of competitive products;
1. What is Competitive Analysis
What is Competitive Analysis?
As the name implies, it is a process of comparative analysis of competitors’ products, a subjective horizontal analysis process; Get a purposeful conclusion.
2. The difference between competitive product analysis and product experience analysis
Figure-2 The main difference between competitor analysis and product experience analysis
From the perspective of analysis purpose, the purpose of competitive product analysis is more inclined to a strategy or strategy, such as: through competitive product analysis, I want to verify the idea and feasibility of my own product, or to understand the competitor’s product or market situation, etc. ( The purpose of competitive analysis is mentioned again below).
Product experience analysis is usually to discover product defects, optimize product experience, and provide a basis for product iteration.
From the perspective of the audience of the analysis report, the company BOSS, product director or the management who formulate the product strategy prefer to obtain useful information for the decision-making of the product strategy from the competitive product analysis report. Product experience reports are generally used by product design and R&D teams to provide a basis for product optimization and iteration.
In terms of the integrity of the analysis, both have objective analysis and subjective judgment. Among them, the analysis of competitive products generally focuses on the analysis purpose and analysis dimensions. The analysis content is generally small and precise, and it is difficult to cover everything. The product experience report generally conducts a comprehensive analysis of the product from the strategic layer, scope layer, structure layer, framework layer, and presentation layer of the product.
In work practice, you can further experience the difference between competitive product analysis and product experience analysis.
3. Basic ideas and precautions for competitive analysis
After understanding some basic concepts, I will summarize my thoughts and some things to pay attention to when doing competitive analysis in my usual work, hoping to inspire you.
The author divides the competitive product analysis into two stages: the preparation stage and the analysis stage to do the specific analysis work. The content is shown in the following figure:
Figure-3 Stage division and basic idea of competitive analysis
The purpose of competitive product analysis is different. The analysis ideas and methods we use are different. The purpose of determining the purpose of competitive product analysis is to complete the premise of competitive product analysis. Potential competitors, grasp the function points and interface structure corresponding to the requirements, verify the feasibility of product ideas and product solutions, compare how competing products do it, whether this is the best way to do it, and what opportunities to explore or improve…
The author is more respected – analyze according to the purpose, if you want to get something, just analyze what!